The Handset / The funnel
Store view to first deposit
The install funnel
Four rates sit between a store view and a first deposit, and each one is smaller than the last. The composition is the whole argument: 250,000 views become 1,134 deposits, at 84.66 of acquisition each against a 24.00 deposit.
App stub
- Store views
- 250,000 a month
- Installs
- 62,500 at 25.0%
- First deposits
- 1,134 at 0.45% end to end
- Spend
- 96,000.00 blended
- Cost per deposit
- 84.66 against a 24.00 deposit
the promptA question the device asks once, and an answer you can change at any time
the tokenWhat keeps a phone signed in, and how long it lives without an open
the buildA numbered version of the app, and the only part of the product an update can change
Direct answerOn the sample app 250,000 store views become 62,500 installs, 45,000 first opens, 5,400 registrations and 1,134 first deposits. That is 0.45% end to end. Against 96,000.00 of blended acquisition spend it is 1.54 an install, 17.78 a registration and 84.66 a first deposit, which is 3.53 times the 24.00 average first deposit itself.
Question what does it take to get one depositing player?Store views to one deposit 220 store viewsEnd-to-end rate 0.45%Cost per first deposit 84.66Average first deposit 24.00
The funnel, four rates at a time
funnel 01Each step is a decision
Installing is a decision about space and trust; opening is a decision about whether the app is what it
claimed; registering is a decision to hand over an identity; depositing is a decision to spend. Four rates,
four reasons to stop, and none of them is about the product’s quality - which is why the funnel is the
cheapest thing on this desk to improve and the hardest to improve honestly.
funnel 02The last step is the expensive one
Registrations cost 17.78 and deposits cost 84.66, so the step from a registration to a first deposit is
4.8 times the step that produced the registration. Everything before it is comparatively cheap; the whole
cost of acquiring a player is concentrated in the last decision.
funnel 03Why the app exists at all
The funnel is the answer to the question this desk opened with. An operator ships an app because a
device that carries an icon can be asked again - a store view is one visit, an install is a standing
presence. The table above is what that standing presence is worth, priced.
- A store view: one listing seen, 250,000 of them a month.
- An install: 25.0% of views, so 62,500 downloads of a 42.0 MB package.
- A first open: 72.0% of installs, so 45,000 apps that are actually run.
- A registration: 12.0% of opens, so 5,400 accounts created.
- A first deposit: 21.0% of registrations, so 1,134 payments made.
The four rates, and the one number
views 250,000
x 25.0% = 62,500 installs
x 72.0% = 45,000 first opens
x 12.0% = 5,400 registrations
x 21.0% = 1,134 first deposits
0.25 x 0.72 x 0.12 x 0.21 = 0.004536 = 0.45% end to end
250,000 / 1,134 = 220 store views per first deposit
cost: 96,000.00 / 62,500 = 1.54 an install
96,000.00 / 5,400 = 17.78 a registration
96,000.00 / 1,134 = 84.66 a first deposit = 3.53x the deposit
What this desk refuses to do. It publishes no advice on raising a rate, no tactic for a listing and no claim that any of these four numbers can be moved honestly. The arithmetic is here because it explains the app, not because it is a playbook.
0.45% 1,134 deposits 96,000.00 220 views a deposit
Where this leads
Every figure on this page is derived from the sample app on the overview: 250,000 store views a month, 62,500 installs, 45,000 first opens, 5,400 registrations and 1,134 first deposits.
Open the partner account
What this desk does not do
It names no operator, it rates no app, and it recommends no store listing. The partner link beside this text is a disclosed sponsored link and the reason is stated on every page rather than in a footer.