Skillz: Multi-Channel UA Strategy Driving +107% D180 ROAS
How Appvertiser AI helped Skillz, a competitive mobile gaming platform, achieve +107% average D180 ROAS, -6.3% CPA, and manage $2.1M+ in spend across 13 ad channels in 3 months.
+107%
Average D180 ROAS
-6.3%
CPA Reduction
$2.1M+
Total Spend Managed
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Quick Summary
Appvertiser AI partnered with Skillz, a U.S. tech company operating a mobile gaming platform where players compete in skill-based games for cash prizes. Over a 3-month engagement (August — November 2023), Appvertiser AI managed a $2.1M+ multi-channel UA operation across 13 ad networks and DSPs, achieving +107% average D180 ROAS and -6.3% CPA reduction in the US and UK markets.
The Challenge
Skillz faced a complex set of UA challenges that required expert multi-channel management. The core issues were:
Attribution and Integration: Ensuring accurate tracking and attribution across 13+ channels and DSPs to measure performance effectively and adapt strategies in real-time.
Maintaining Target ROAS: Sustaining a complex UA strategy focused on D180 ROAS — a long-horizon metric that requires patience, sophisticated modeling, and tight cohort tracking — while scaling across multiple channels simultaneously.
Competitive Pressure: Competitors continuously updated their apps, requiring Appvertiser AI and Skillz to stay ahead in creative and functional app improvements to maintain install quality.
Channel Testing: Implementing and evaluating new ad channels required careful monitoring and rapid adjustment to achieve desired outcomes without wasting budget.
CPA Targets: Consistently hitting CPA targets while managing quality user acquisition across fluctuating cost environments.
Our Solution
AD NETWORKS
Moloco, AppLovin, Unity, Meta, ironSource, Apple Search Ads, and 7
additional channels (13 total)
MARKETS
United States, United Kingdom
PLATFORMS
iOS and Android
SERVICE
User Acquisition
How We Did It
01
Keyword-Level ROAS and Ad Group Structure
Appvertiser AI implemented keyword-level ROAS tracking and structured ad groups for targeted user segments. This granular approach enabled the team to identify which keywords and segments drove the highest long-term value, focusing budget on the most profitable acquisition paths.
02
Retargeting and Exact Audience Targeting
The team enhanced campaigns through retargeting strategies and precise audience targeting, re-engaging users who had shown interest but hadn't converted, and building lookalike audiences from the highest-value player cohorts.
03
Custom Product Pages (CPP) Testing and Geo Expansion
Appvertiser AI expanded reach by testing Custom Product Pages optimized for different user segments and exploring new geographical markets. CPPs proved highly effective in improving engagement and conversion rates across different player profiles.
04
Web-to-App Campaigns
The team ran successful web-to-app campaigns that created an additional acquisition funnel, driving increased app downloads and user engagement from web traffic sources.
Results
+107%
Average D180 ROAS
13
Ad Channels
(Moloco, AppLovin, Unity, Meta, ironSource, ASA, +7)
$2.1M+
Total Spend Managed
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How does Appvertiser AI manage user acquisition across 13+ ad networks simultaneously?
Appvertiser AI uses a combination of keyword-level ROAS tracking, structured ad group management, and real-time reporting across all channels. For Skillz, this approach enabled the team to manage $2.1M+ in spend across 13 networks while maintaining +32.14% D180 ROAS.
What is D180 ROAS and why does it matter for gaming UA?
D180 ROAS measures the return on ad spend 180 days after user acquisition. For gaming apps — especially skill-based platforms like Skillz where player lifetime value builds over months — D180 ROAS is a more accurate indicator of campaign profitability than short-term metrics like D7 ROAS.
Can Appvertiser AI help with multi-channel gaming UA at scale?
Yes. Appvertiser AI has experience managing complex multi-channel gaming UA operations across 13+ networks. For Skillz, we managed the full media mix including Moloco, AppLovin, Unity, Meta, ironSource, and Apple Search Ads across both iOS and Android in the US and UK.
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