Game Marketing Funnel Simulator

Target Demographic

Channel Budget / Campaign

Paid UA Network $15,000

Social Media Ads $10,000

Influencer / Creator $8,000

App Store Optimization $5,000

Acquisition Funnel

Campaign Health

Installs

–

CAC / install

–

LTV : CAC

–

Campaign ROI

–

How it works

Each channel's reach follows a saturating (diminishing-returns) response to spend, the standard shape used in marketing-mix modelling — doubling budget never doubles reach because you keep buying the same limited audience pool:

reach(spend) = R_max · spend / (spend + K)

R_max is the channel's addressable audience ceiling, K is the half-saturation spend (where reach hits 50% of R_max). Reach then flows through a real acquisition funnel, each stage multiplying by a rate that depends on the channel and the chosen demographic:

clicks   = reach × CTR(channel, demo)
installs = clicks × store-page CVR(channel)
D1       = installs × D1-retention(demo)
payers   = D1 × payer-conversion(demo)

Lifetime value uses the standard subscription-style estimate — expected revenue while a payer keeps churning at a constant monthly rate:

LTV(payer)   = ARPPU / monthly-churn
LTV(install) = D1-rate × payer-rate × LTV(payer)
LTV : CAC    = LTV(install) / (spend / installs)

Industry rule of thumb: LTV:CAC below 1 loses money outright, 1–3 is fragile, and above 3 is considered a healthy, scalable campaign. Casual audiences convert cheaply through influencers but churn fast with low ARPPU; hardcore audiences are expensive to reach (small R_max, high K) but pay far more and churn slowly — there is no single best allocation, only trade-offs.

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