Measurement Plan
A strategic framework for tracking, evaluating, and optimizing marketing performance in gaming.
A measurement plan is a strategic document that defines how your gaming marketing performance will be tracked, evaluated, and tied back to business objectives. It moves teams beyond channel-specific reporting to gain a comprehensive view of what drives meaningful outcomes like player acquisition, retention, and monetisation.
Why Gaming Companies Need a Measurement Plan
- Set clear performance expectations across UA, retention, and monetisation teams
- Justify marketing spend with causal data and incrementality insights
- Identify which channels and campaigns deliver true incremental value
- Make real-time optimisations to player acquisition and engagement strategies
- Establish causality between marketing activities and business outcomes
Every successful measurement plan for Gaming is built on four core components that work together to create a complete performance picture.
1. Business Objectives
Core goals aligned with your Gaming operator's growth strategy.
Examples: Increase D30 retention to 20%, reduce CPD by 15%, grow ARPU to $150, expand to new markets
2. Key Performance Indicators (KPIs)
Metrics that accurately reflect success for each objective.
Examples: CPD, FTD rate, D1/D7/D30 retention, ARPU, LTV, ROAS, DAU, deposit frequency
3. Data Sources
Platforms and tools for gathering player and campaign data.
Examples: Affiliate networks, analytics (Matomo, Google Analytics), ad platforms, player tracking systems
4. Reporting Framework
Regular cadence for analysis, insights, and decision-making.
Examples: Daily acquisition dashboards, weekly retention reports, monthly LTV cohort analysis, quarterly incrementality tests
Follow this structured approach to build a measurement plan tailored to your Gaming operation's unique objectives and player journey.
Step 1: Define Business Goals
Start by outlining the core objectives your marketing initiatives should support. These goals must align with your Gaming operation's growth stage and broader business priorities.
Use the SMART Framework:
- Specific: "Increase D7 retention" not "improve retention"
- Measurable: "From 25% to 30%" with clear baseline and target
- Achievable: Based on genre benchmarks and historical performance
- Relevant: Tied to LTV growth and monetisation potential
- Time-bound: "Within Q2 2026" with specific deadline
Gaming-Specific Goal Examples:
- Reduce CPD from $150 to $120 while maintaining D7 retention above 25% by end of Q1
- Increase ARPU from $200 to $250 through improved bonus structures and VIP programs by June
- Grow DAU from 10K to 15K while keeping CPD under $130 within 6 months
- Expand to new licensed markets with CPD under $100 and D30 retention above 15% by Q3
Step 2: Identify KPIs
For each business goal, define specific KPIs that serve as a true barometer of performance. Prioritize metrics that provide actionable insights over vanity metrics.
| Business Goal | Primary KPIs | Secondary KPIs |
|---|---|---|
| Efficient Player Acquisition | CPD, FTD rate, CVR | CTR, Registration-to-FTD rate, Fraud share |
| Player Retention | D1/D7/D30 retention, Sticky Factor | Session frequency, Session length, Churn rate |
| Monetisation Growth | ARPU, GGR, NGR, LTV | Deposit frequency, Average deposit value, Bonus conversion rate |
| Marketing Efficiency | ROAS, Payback period, CAC | LTV:CAC ratio, Incremental ROAS, Blended CPI |
| Engagement | DAU, MAU, DAU/MAU ratio | Feature adoption rate, Progression velocity, Social actions |
Step 3: Determine Data Collection Methods
Identify the platforms, tools, and integrations needed to capture comprehensive player and campaign data. Ensure systems can work together to provide a unified view.
Essential Gaming Tools
- Mobile Measurement Partner (MMP): AppsFlyer, Adjust, Kochava for attribution
- Analytics Platform: GameAnalytics, Matomo, Firebase for in-game events
- Ad Platform APIs: Meta, Google, TikTok, Unity Ads for campaign data
- BI Tool: Tableau, Looker, Metabase for dashboards and reporting
Data Integration Best Practices
- Implement server-side event tracking for accuracy and fraud prevention
- Use postback URLs to send conversion events to ad platforms
- Set up data warehouses (BigQuery, Snowflake) for centralized storage
- Ensure GDPR/CCPA compliance with consent management platforms
- Test attribution accuracy with incrementality experiments
Step 4: Set Up Reporting Schedule
Establish a regular cadence for analyzing performance and sharing insights. Balance automated dashboards for speed with strategic reviews for context.
| Frequency | Focus Areas | Audience | Format |
|---|---|---|---|
| Daily | UA performance, CPI, spend pacing, installs, D1 retention | UA team, Performance marketers | Automated dashboard (Slack/email) |
| Weekly | D7 retention cohorts, ROAS trends, creative performance, channel mix | Marketing team, Product managers | Dashboard + brief written summary |
| Monthly | D30 retention, LTV cohorts, monetisation metrics, CAC payback | Leadership, Finance, Full marketing | Presentation with insights and recommendations |
| Quarterly | Incrementality tests, MMM results, strategic pivots, annual planning | Executives, Board, All stakeholders | Comprehensive report with strategic roadmap |
Step 5: Review and Optimize
Measurement is an ongoing process, not a one-time setup. Regularly revisit your plan to adapt to changing market conditions, new channels, and evolving player behavior.
Continuous Optimisation Checklist:
- Monthly: Review KPI targets against actuals, adjust forecasts based on trends
- Quarterly: Evaluate new channels (e.g., new ad networks), test incrementality, refine attribution windows
- Bi-annually: Audit data quality, update tracking implementation, reassess business objectives
- Annually: Conduct full measurement plan overhaul, incorporate learnings from experiments, set new targets
- Ad-hoc: Respond to major game updates, seasonal events, market shifts, or platform changes (e.g., iOS updates)
Incrementality testing is the most reliable method for establishing causality in gaming marketing. By creating controlled experiments with test and control groups, you can isolate the true impact of specific marketing activities and avoid over-attributing results to channels that would have converted organically.
Why Incrementality Matters
- Platform reporting often overstates performance by 10-30%
- Last-click attribution misses the full customer journey
- Organic installs get misattributed to paid channels
- True ROAS can be significantly different from reported ROAS
Testing Best Practices
- Use proper randomisation for test and control groups
- Ensure control groups are truly comparable (synthetic controls)
- Account for external factors and seasonality
- Run tests for sufficient duration (minimum 2-4 weeks)
- Test one variable at a time for clear causality
Real-World Example:
A health and wellness game tested TikTok ads with a 2-cell incrementality experiment. They discovered platform reporting overstated performance by 10%, saving millions in annual spend by adjusting their measurement approach and budget allocation based on true incremental lift.
Use this template structure to document your measurement plan. Keep it as a living document that evolves with your game's growth.
1. Executive Summary
Brief overview of measurement philosophy, key objectives, and success metrics
2. Business Objectives
SMART goals for UA, retention, monetisation, and overall growth
3. KPI Framework
Table mapping each objective to primary/secondary KPIs with targets and benchmarks
4. Data Infrastructure
Tools, integrations, data flows, and technical implementation details
5. Attribution Methodology
Attribution model, windows, incrementality testing schedule, and MMM approach
6. Reporting Cadence
Schedule, format, audience, and distribution for each reporting tier
7. Roles & Responsibilities
Who owns data collection, analysis, reporting, and decision-making
8. Optimisation Process
How insights lead to action, testing framework, and continuous improvement cycles