Mobile Traffic - Basic Optimization Strategy (1)
I've had this basic optimization strategy in our internal documentation for a few months now. Although there are other already presented here, some more in depth, I thought I'd share this as a basic and very actionable guide to optimization on the traffic side. Happy to answer any questions, just ask them in this thread 
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Drill down into the campaign you are looking to optimize
Go to variables and choose the variable you wish to optimize, i.e. website.
Sometimes you will use
Export the report as CSV.
Open with a spreadsheet editor and go to Data->Filter -> Standard filter
Some things regarding optimization cannot be put in a simple guide and there are many situations where it depends, and there’s no simple answer. Nonetheless, here are a few rules of thumb you should apply in the initial stage of traffic optimization. You should cut placements and filter out other type of traffic you can with these simple rules.
- 2-3x payout spent and -100% ROI
- 4x payout spent and <-67% ROI
- 6x payout spent and <-15%ROI
- 8x payout and <1% ROI
We essentially want to get the placements, phone models, browsers, OS versions, etc. profitable. If one of these has spent >3x payout and did not bring a single conversion, the likelihood of it being profitable is close enough to 0 that we give up a small traffic segment for profitability.
After choosing the best offer, affiliate network and landing page you should proceed in that order with your optimizations.
Website ID/Placement/Zone ID
OS Version.
Browser Versions
Device Models
ISP Name
The optimization process is not a clear step by step instruction.
Starting with cutting placements is the "first step". There you should also take a look at the CTR from new placements from time to time. So this means you will always keep looking at placements and check them. Maybe there are new placements that need to be cut. Or there are placements that worked before, but for whatever reason they don't work anymore.
From now on the order of optimizing isn't that clear anymore. The OS versions affects browser versions and device versions a lot. So the next check should be the OS Name. It goes pretty much hand in hand with Browser Name and Device Name optimizations. Those things are interconnected. There are no clear rules for it. But with time you will get some experience and a better feeling to see how cuts in one place might affect other categories.
The ISP Name is also one thing to consider, especially for PIN submits.
When the campaign is running for 10-14 days you can take a look at it there are any patterns in day parting.
This method works for all targeting options but it is most common for placements since those have the biggest effect on the traffic quality and is available to optimize on even very rudimentary traffic sources.
After making a list of these variables, cut them at the source and run more traffic.
It’s important to know that your funnel is optimized before you start cutting traffic. Otherwise, your chances of making profit get lower and your volume decreases more than necessary.
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