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CPI。",{"children":314,"direction":19,"format":15,"indent":13,"type":20,"version":18,"tag":21},[315],{"detail":13,"format":13,"mode":14,"style":15,"text":316,"type":17,"version":18},"常见问题",{"children":318,"direction":19,"format":15,"indent":13,"type":20,"version":18,"tag":321},[319],{"detail":13,"format":13,"mode":14,"style":15,"text":320,"type":17,"version":18},"手游的 CPI 多少算合理？","h3",{"children":323,"direction":19,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[324],{"detail":13,"format":13,"mode":14,"style":15,"text":325,"type":17,"version":18},"取决于品类和国家。低成本市场的超休闲游戏可能需要很低的 CPI，美国的策略游戏单次安装可以贵得多仍然盈利。CPI 目标要从预期 LTV 倒推，而不是照抄行业均值。",{"children":327,"direction":19,"format":15,"indent":13,"type":20,"version":18,"tag":321},[328],{"detail":13,"format":13,"mode":14,"style":15,"text":329,"type":17,"version":18},"游戏 UA 最重要的 KPI 是什么？",{"children":331,"direction":19,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[332],{"detail":13,"format":13,"mode":14,"style":15,"text":333,"type":17,"version":18},"在你的商业模式需要的那一天的队列 ROAS——IAA 游戏常看第 7 天，IAP 游戏看第 30 天或更晚——并以次日和第 7 天留存作为支撑。",{"children":335,"direction":19,"format":15,"indent":13,"type":20,"version":18,"tag":321},[336],{"detail":13,"format":13,"mode":14,"style":15,"text":337,"type":17,"version":18},"用广告网络还是 Meta 和 TikTok？",{"children":339,"direction":19,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[340],{"detail":13,"format":13,"mode":14,"style":15,"text":341,"type":17,"version":18},"多数游戏两者都用。带试玩和激励视频的应用内网络是休闲游戏的核心，Meta 与 TikTok 提供覆盖和素材学习。用相同事件测试两边，再按队列 ROAS 比较。",{"children":343,"direction":19,"format":15,"indent":13,"type":20,"version":18,"tag":321},[344],{"detail":13,"format":13,"mode":14,"style":15,"text":345,"type":17,"version":18},"iOS 隐私政策如何影响手游买量？",{"children":347,"direction":19,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[348],{"detail":13,"format":13,"mode":14,"style":15,"text":349,"type":17,"version":18},"多数用户没有 IDFA，只能依赖 SKAdNetwork / AdAttributionKit 和建模数据。把转化值映射到早期价值信号，并接受 iOS 报表是聚合且延迟的。",{"children":351,"direction":19,"format":15,"indent":13,"type":20,"version":18,"tag":321},[352],{"detail":13,"format":13,"mode":14,"style":15,"text":353,"type":17,"version":18},"什么时候可以给游戏 UA 广告系列放量？",{"children":355,"direction":19,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[356],{"detail":13,"format":13,"mode":14,"style":15,"text":357,"type":17,"version":18},"当某个国家与素材组合连续至少两个周队列达到 ROAS 目标时。逐步加预算，同时持续测新素材，避免效果衰减。","root",{"id":360,"alt":361,"updatedAt":362,"createdAt":362,"url":363,"thumbnailURL":19,"filename":364,"mimeType":365,"filesize":366,"width":367,"height":368},1292,"muvloom inspiration r26b-45","2026-10-20T10:06:31.788Z","https://cms-r2.deepclick.com/r26b-45-d42f966804ef.jpg","r26b-45-d42f966804ef.jpg","image/jpeg",675429,1312,1199,{"title":370,"description":371,"image":372},"手游买量 2026：渠道、素材与队列 ROAS 实操","2026 手游买量（mobile game user acquisition）实操：按品类定回收期，广告网络与 Meta/TikTok 怎么配，试玩素材、价值事件出价与 SKAN 计量。",{"id":360,"alt":361,"updatedAt":362,"createdAt":362,"url":363,"thumbnailURL":19,"filename":364,"mimeType":365,"filesize":366,"width":367,"height":368},{"id":18,"key":374,"name":375,"prodHost":376,"testHost":377,"blogPath":378,"docPath":379,"zhPrefix":380,"deployHookTest":381,"deployHookProd":382,"brandAuthor":383,"brandKit":387,"enabled":391,"updatedAt":392,"createdAt":393},"deepclick","DeepClick","https://deepclick.com","https://www-test-deepclick.qiliangjia.one","/resources/blog/{slug}","/docs/{slug}","/zh-CN","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/60a9adef-153b-4c89-8d07-7118e91e9522","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/05323321-f694-4ce8-a5af-173c507b8bae",{"id":73,"name":375,"avatar":384,"updatedAt":385,"createdAt":386},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":388,"accentColor":389,"tagline":390,"wechatName":19,"xhsHandle":19,"wechatQr":19},"#1a73e8","#ff6600","一次点击，多重价值",true,"2026-08-25T06:40:57.663Z","2026-07-14T06:26:38.962Z","published","mobile-game-user-acquisition",{"id":73,"name":375,"avatar":397,"updatedAt":385,"createdAt":386},{"id":384,"alt":375,"updatedAt":398,"createdAt":398,"url":399,"thumbnailURL":19,"filename":400,"mimeType":401,"filesize":402,"width":403,"height":403},"2026-04-22T08:09:22.606Z","https://cms-r2.deepclick.com/头像-白.png","头像-白.png","image/png",26626,1024,{"id":42,"site":405,"titleZh":407,"titleEn":408,"slug":409,"order":73,"updatedAt":410,"createdAt":410},{"id":18,"key":374,"name":375,"prodHost":376,"testHost":377,"blogPath":378,"docPath":379,"zhPrefix":380,"deployHookTest":381,"deployHookProd":382,"brandAuthor":73,"brandKit":406,"enabled":391,"updatedAt":392,"createdAt":393},{"logoLight":19,"logoDark":19,"primaryColor":388,"accentColor":389,"tagline":390,"wechatName":19,"xhsHandle":19,"wechatQr":19},"行业信息","Industry Info","industry-info","2026-04-22T03:32:29.529Z","2026-11-13T02:37:57.601Z","2026-11-13T02:37:59.167Z","2026-11-13T02:37:44.901Z","\u003Cdiv class=\"payload-richtext\">\u003Ch2>2026 年手游买量（mobile game user acquisition）到底在做什么\u003C/h2>\u003Cp>\u003Cstrong>手游买量\u003C/strong>（mobile game user acquisition，简称游戏 UA）是用付费和自然渠道把新玩家带进游戏，并且让获客成本能被收回来的工作。它不是"买安装"。一个没打完新手引导、次日不回来、既不付费也不看广告的安装，只是一笔没有回收的成本。好的游戏 UA 买的是生命周期价值（LTV）在可承受回收期内超过单次安装成本（CPI）的玩家。\u003C/p>\u003Cp>直接回答：可落地的手游买量方案通常做五件事。①按品类定回收目标——超休闲和混合休闲靠广告变现、回收期短，中重度和策略游戏可以等 90–180 天的内购回收。②每周测素材，因为在自动出价普及后，素材是广告主手里最大的杠杆。③把广告系列优化目标设在更深的事件（完成新手引导、到达第 10 关、首次付费、广告收入 ROAS），而不是裸安装。④用 MMP 加 iOS 的 SKAdNetwork / AdAttributionKit、以及适配 Privacy Sandbox 的安卓方案做计量。⑤每个渠道、国家和素材都按第 1、7、30 天的队列 ROAS 判断，绝不只看 CPI。\u003C/p>\u003Cp>点击后优化如何嵌进游戏漏斗，可以看我们的 \u003Ca href=\"https://deepclick.com/solutions/gaming/\">游戏买量解决方案页\u003C/a>。\u003C/p>\u003Ch2>先从游戏的经济模型出发，而不是先挑渠道\u003C/h2>\u003Cp>选网络之前，先写下三个数字：按国家梯队的目标 CPI、预期第 7 天 ROAS、以及队列必须回本的天数。它们来自游戏的变现模型：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>超休闲与混合休闲。\u003C/strong>主要靠应用内广告（IAA），CPI 低、毛利薄，回收期常要求在 7–30 天内，因此第 3 天和第 7 天的广告收入 ROAS 决定是否放量。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>休闲益智、合成与模拟经营。\u003C/strong>IAA 与内购（IAP）混合，留存曲线和早期收入同样重要，通常以第 30 天 ROAS 作为决策点。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>中重度、RPG 与策略。\u003C/strong>以内购为主，CPI 高、长尾长。一个队列第 7 天看起来很弱，第 180 天可能已经盈利，所以团队会用预测 LTV 模型并接受更慢的回收。\u003C/li>\u003C/ul>\u003Cp>如果不清楚自己属于哪一类，就会要么过早砍掉好计划，要么把坏计划放量太久。\u003C/p>\u003Ch2>渠道：游戏安装从哪里来\u003C/h2>\u003Cp>多数游戏 UA 预算分布在四类渠道：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>广告网络与应用内流量\u003C/strong>，如 AppLovin、Unity Ads、ironSource（Unity）、Mintegral、Liftoff。其他游戏里的试玩广告和激励视频，是休闲与混合休闲买量的核心。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Meta 与 TikTok。\u003C/strong>覆盖大、素材测试循环快，支持应用事件优化。TikTok 偏爱原生、节奏快的开头；Meta 更依赖稳定的转化信号。可参考 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/facebook-ads-for-app-installs/\">Facebook 应用安装广告\u003C/a> 和 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/tiktok-app-install-campaign/\">TikTok 应用安装广告系列\u003C/a>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>Google 应用广告系列与 Apple Search Ads。\u003C/strong>应用广告系列一次设置即可覆盖 Play、YouTube 和展示网络；Apple Search Ads 承接已经在 App Store 搜索的玩家。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>网红、社区与交叉推广。\u003C/strong>主播、Discord 和自家产品矩阵能拉低混合 CPI，但需要各自的追踪链接，才能把自然增量和付费分开。\u003C/li>\u003C/ul>\u003Cp>起步要窄：一两个广告网络加一个社交平台，投两三个国家，直到某个素材和某个优化事件被证明能回收。\u003C/p>\u003Ch2>素材是最大的杠杆\u003C/h2>\u003Cp>在自动出价无处不在的今天，广告主主要掌控的是素材和转化信号。成熟的游戏 UA 团队会：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >每周上新创意概念，消耗几天内就淘汰输家。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >把视频前 2–3 秒当成最重要的测试对象——钩子、失败/差一点通关的瞬间、可见的成长。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >用\u003Cstrong>试玩广告\u003C/strong>预筛玩家：玩完试玩的人更可能打完新手引导。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >保持素材真实。展示游戏里根本没有的玩法，安装会涨，次日留存和商店评分会崩。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >按国家本地化文案、配音和价格暗示，而不是一条英文素材走天下。\u003C/li>\u003C/ul>\u003Cp>素材要按钩子、概念和形式来追踪，而不只是按广告 ID，这样才知道该往哪个方向迭代。\u003C/p>\u003Ch2>优化到能预测价值的事件\u003C/h2>\u003Cp>以安装为目标的广告系列找到的是会安装的人；以价值为目标的广告系列找到的是会玩、会付费的人。尽早回传应用内事件，并在各网络保持一致命名：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Ccode>tutorial_complete\u003C/code>，或首次会话超过设定时长。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >进度里程碑，例如第 5 关或第 10 关。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >IAA 游戏的 \u003Ccode>ad_impression\u003C/code> 广告收入（按广告收入 ROAS 出价）。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >IAP 游戏的 \u003Ccode>first_purchase\u003C/code> 与付费金额。\u003C/li>\u003C/ol>\u003Cp>量小的时候，先优化到仍与收入相关的中漏斗事件，等事件数涨上来再往深处移。\u003C/p>\u003Ch2>ATT 之后与安卓端的计量\u003C/h2>\u003Cp>游戏 UA 依赖 MMP（AppsFlyer、Adjust、Singular 等）把安装与广告系列串起来，作用见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-measurement-partner-zh/\">移动归因合作伙伴（MMP）指南\u003C/a>。iOS 上多数流量没有 IDFA，因此 SKAdNetwork 和 AdAttributionKit 的转化值要映射到完成引导、首次付费等早期信号。安卓上 Google Play Install Referrer 依然可靠，Privacy Sandbox 则仍在演进。\u003C/p>\u003Cp>两条原则：转化值映射到与你出价相同的事件；每周对比 MMP 与各网络后台数据，不要只信单一来源。更完整的思路见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-advertising-attribution-guide-zh/\">移动广告归因指南\u003C/a>。\u003C/p>\u003Ch2>按国家和队列放量\u003C/h2>\u003Cp>美国、日本、韩国等一线国家 CPI 高、付费玩家价值也高；东南亚、拉美和印度安装便宜、ARPU 较低。两者没有绝对的好坏，关键看每个队列能否回收。各国家分开建广告系列，设国家级 ROAS 目标，预算每次上调约 20–30%，避免学习期重置。亚洲两大付费市场可参考 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/japan-korea-user-acquisition/\">日韩市场买量\u003C/a>。\u003C/p>\u003Ch2>手游买量的常见错误\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >用 CPI 而不是队列 ROAS 评判渠道。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >深层事件已经够量，仍然优化安装。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >一个全球广告系列让便宜国家决定出价。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >夸大素材抬高安装、毁掉留存。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >忽略召回：流失玩家往往比新玩家更便宜（见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/re-engage-paid-app-users-zh/\">如何召回付费应用用户\u003C/a>）。\u003C/li>\u003C/ul>\u003Ch2>结论\u003C/h2>\u003Cp>手游买量是一门回收的功课。按品类定 ROAS 目标，给网络喂价值事件，每周测素材，并按队列评判每个国家和渠道——而不是看 CPI。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>手游的 CPI 多少算合理？\u003C/h3>\u003Cp>取决于品类和国家。低成本市场的超休闲游戏可能需要很低的 CPI，美国的策略游戏单次安装可以贵得多仍然盈利。CPI 目标要从预期 LTV 倒推，而不是照抄行业均值。\u003C/p>\u003Ch3>游戏 UA 最重要的 KPI 是什么？\u003C/h3>\u003Cp>在你的商业模式需要的那一天的队列 ROAS——IAA 游戏常看第 7 天，IAP 游戏看第 30 天或更晚——并以次日和第 7 天留存作为支撑。\u003C/p>\u003Ch3>用广告网络还是 Meta 和 TikTok？\u003C/h3>\u003Cp>多数游戏两者都用。带试玩和激励视频的应用内网络是休闲游戏的核心，Meta 与 TikTok 提供覆盖和素材学习。用相同事件测试两边，再按队列 ROAS 比较。\u003C/p>\u003Ch3>iOS 隐私政策如何影响手游买量？\u003C/h3>\u003Cp>多数用户没有 IDFA，只能依赖 SKAdNetwork / AdAttributionKit 和建模数据。把转化值映射到早期价值信号，并接受 iOS 报表是聚合且延迟的。\u003C/p>\u003Ch3>什么时候可以给游戏 UA 广告系列放量？\u003C/h3>\u003Cp>当某个国家与素材组合连续至少两个周队列达到 ROAS 目标时。逐步加预算，同时持续测新素材，避免效果衰减。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/mobile-game-user-acquisition",{"en":395,"zh-CN":395},[418],{"id":42,"title":419,"site":420,"image":422,"mobileImage":431,"targetUrl":440,"enabled":391,"postDateFrom":441,"postDateTo":442,"updatedAt":443,"createdAt":444},"2026.10.20 Jakarta summit 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(mobile-zh)","2026-09-04T10:44:29.391Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png","traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png",649961,1200,400,"https://luma.com/g4tnhetc","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-22T01:42:15.402Z","2026-09-04T10:45:03.031Z",1794537856108]