Today’s guest is Martin Macmillan, Founder and CEO of Pollen VC. In today’s episode, he talks about measuring the financial impact of UA spend.
In mobile marketing, ROAS has long been the go-to metric. However, a recent encounter that Martin had at a gaming conference revealed a critical blind spot—time. Two studios, seemingly comparable in ROAS, had vastly different realities.

In this episode, we take a closer look at the financial impact of UA activity - and the nuances around measuring this.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/measuring-returns-ua-spend-martin-macmillan-pollenvc/
KEY HIGHLIGHTS
⛑️ The simplistic approach of ROAS neglects the crucial factor of time in assessing performance.
🪗 The impact of different game genres on return metrics.
📚 mROI (monthly ROI), calculated by considering the profit a cohort generates over time.
📊 Internal Rate of Return (IRR) accounts for the time value of money and non-linear user monetization profiles.

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