MG
Merge Garden
Casual game · SpellenX Studio
Healthy
Google Play: Live
App Store: Live
Google Play: Live
App Store: Live
- Rating
- 4.4 +0.1
- DAU, last 30 days
- 4.2k
- Crash-free users
- 99.3%
- Latest version
- 0.9.7
- Awaiting reply
- 1 review
Acquisition
Ad spend
$2.2k
2.0%
vs previous
Paid installs
1.5k
1.4%
vs previous
Cost per install
$1.48
0.6%
vs previous
True ROAS
1.36x
2.0%
Organic installs
1.4k
0.1%
48% of all installs
Day-7 ROAS
0.58x
2.0%
attributed revenue, first 7 days
Payback
17 days
days until a cohort returns its spend
Budget used
17.7%
Slightly ahead of pace · day 5 of 30
Spend by channel
Daily ad spend, Oct 7 – Nov 5
Google Ads
Meta Ads
Apple Search Ads
$0
$25
$50
$75
$100
Total
Oct 7
Oct 12
Oct 17
Oct 22
Oct 27
Nov 1
| Day | Google Ads | Meta Ads | Apple Search Ads | Total |
|---|---|---|---|---|
| Wed, Oct 7 | $39 | $25 | $10 | $74 |
| Thu, Oct 8 | $37 | $28 | $12 | $77 |
| Fri, Oct 9 | $33 | $31 | $10 | $74 |
| Sat, Oct 10 | $33 | $30 | $12 | $75 |
| Sun, Oct 11 | $37 | $26 | $10 | $73 |
| Mon, Oct 12 | $39 | $27 | $11 | $76 |
| Tue, Oct 13 | $34 | $31 | $10 | $75 |
| Wed, Oct 14 | $33 | $30 | $11 | $73 |
| Thu, Oct 15 | $38 | $27 | $11 | $76 |
| Fri, Oct 16 | $38 | $27 | $10 | $75 |
| Sat, Oct 17 | $35 | $31 | $12 | $77 |
| Sun, Oct 18 | $32 | $30 | $10 | $72 |
| Mon, Oct 19 | $36 | $27 | $11 | $74 |
| Tue, Oct 20 | $33 | $26 | $11 | $70 |
| Wed, Oct 21 | $38 | $29 | $11 | $77 |
| Thu, Oct 22 | $38 | $32 | $12 | $82 |
| Fri, Oct 23 | $34 | $28 | $10 | $72 |
| Sat, Oct 24 | $33 | $26 | $10 | $69 |
| Sun, Oct 25 | $37 | $29 | $12 | $78 |
| Mon, Oct 26 | $39 | $32 | $10 | $81 |
| Tue, Oct 27 | $34 | $28 | $11 | $73 |
| Wed, Oct 28 | $32 | $26 | $10 | $68 |
| Thu, Oct 29 | $36 | $29 | $12 | $77 |
| Fri, Oct 30 | $37 | $31 | $10 | $78 |
| Sat, Oct 31 | $32 | $28 | $12 | $72 |
| Sun, Nov 1 | $37 | $28 | $10 | $74 |
| Mon, Nov 2 | $39 | $26 | $11 | $77 |
| Tue, Nov 3 | $36 | $31 | $10 | $77 |
| Wed, Nov 4 | $33 | $31 | $11 | $74 |
| Thu, Nov 5 | $36 | $28 | $11 | $75 |
Installs
Daily paid and organic installs
Paid
Organic
0
50
100
150
Total
Oct 7
Oct 12
Oct 17
Oct 22
Oct 27
Nov 1
| Day | Paid | Organic | Total |
|---|---|---|---|
| Wed, Oct 7 | 51 | 41 | 92 |
| Thu, Oct 8 | 49 | 46 | 95 |
| Fri, Oct 9 | 51 | 40 | 92 |
| Sat, Oct 10 | 53 | 43 | 96 |
| Sun, Oct 11 | 46 | 51 | 97 |
| Mon, Oct 12 | 51 | 40 | 91 |
| Tue, Oct 13 | 49 | 47 | 96 |
| Wed, Oct 14 | 52 | 40 | 92 |
| Thu, Oct 15 | 48 | 48 | 97 |
| Fri, Oct 16 | 50 | 40 | 91 |
| Sat, Oct 17 | 51 | 53 | 104 |
| Sun, Oct 18 | 52 | 44 | 96 |
| Mon, Oct 19 | 48 | 49 | 97 |
| Tue, Oct 20 | 48 | 45 | 93 |
| Wed, Oct 21 | 56 | 45 | 101 |
| Thu, Oct 22 | 56 | 46 | 102 |
| Fri, Oct 23 | 48 | 46 | 93 |
| Sat, Oct 24 | 46 | 51 | 97 |
| Sun, Oct 25 | 56 | 50 | 106 |
| Mon, Oct 26 | 55 | 48 | 102 |
| Tue, Oct 27 | 48 | 46 | 95 |
| Wed, Oct 28 | 45 | 49 | 94 |
| Thu, Oct 29 | 54 | 48 | 103 |
| Fri, Oct 30 | 54 | 46 | 100 |
| Sat, Oct 31 | 46 | 55 | 101 |
| Sun, Nov 1 | 47 | 57 | 104 |
| Mon, Nov 2 | 53 | 44 | 97 |
| Tue, Nov 3 | 51 | 54 | 105 |
| Wed, Nov 4 | 52 | 45 | 97 |
| Thu, Nov 5 | 48 | 53 | 101 |
Channels
Spend, installs and the revenue each ad platform attributes
| Channel | Spend | Installs | CPI | Attributed ROAS | D7 ROAS | Spend trend |
|---|---|---|---|---|---|---|
Google Ads
48% of spend
|
$1.1k
+2.9%
|
731 |
$1.46
|
1.21x | 0.69x |
−2%
Google Ads spend flat over the period
|
Meta Ads
38% of spend
|
$855
+0.8%
|
510 |
$1.68
|
0.83x | 0.47x |
+2%
Meta Ads spend flat over the period
|
Apple Search Ads
14% of spend
|
$321
+1.8%
|
275 |
$1.17
|
0.97x | 0.55x |
+0%
Apple Search Ads spend flat over the period
|
Attributed ROAS counts only revenue each platform credits to its installs; True ROAS above uses all revenue.
Cohort payback
True ROAS by day since install
Pays back on day 17
Day ·
break-even 1.0x
Install dayDay 60
D7
0.58x
D30
1.26x
D60
1.38x
Campaigns
1 paid campaigns in this view · 0 need attention
| Campaign | Status | Spend | Installs | CPI | ROAS vs target | Budget pacing | Spend trend |
|---|---|---|---|---|---|---|---|
|
MG_Retargeting
Merge Garden · Meta Ads
|
On target | $855 | 420 | $2.03 |
1.6x
target 1.5x
|
+2%
MG_Retargeting spend flat over the period
|
Budget pacing compares the daily run-rate with each campaign's monthly budget. 100% means it will spend exactly its budget.
By country
Where spend goes and what it buys
| Country | Spend | Paid installs | CPI | True ROAS |
|---|---|---|---|---|
| United States |
$875
|
258 | $3.40 | 1.22x |
| Germany |
$202
|
76 | $2.67 | 1.66x |
| India |
$269
|
424 | $0.63 | 1.02x |
| Japan |
$135
|
61 | $2.22 | 1.81x |
| United Kingdom |
$157
|
61 | $2.59 | 1.36x |
| Brazil |
$112
|
182 | $0.62 | 1.63x |
| France |
$112
|
61 | $1.85 | 1.36x |
| Canada |
$90
|
30 | $2.96 | 1.36x |
| Mexico |
$67
|
106 | $0.63 | 1.36x |
| South Korea |
$45
|
30 | $1.48 | 2.03x |
| Australia |
$45
|
15 | $2.96 | 2.03x |
| Indonesia |
$67
|
136 | $0.49 | 0.90x |
Budget pacing
This month by channel · day 5 of 30
Google Ads
$181 / $1.2k
On pace
projected $1.1k
Meta Ads
$143 / $703
Ahead of pace
projected $859
Apple Search Ads
$53 / $256
Ahead of pace
projected $316
Expected by today
Apple Search AdsKeywords and the search terms that triggered them
| Keyword | Match | Spend | Taps | Installs | Avg CPT | CPI | Tap → install | True ROAS |
|---|---|---|---|---|---|---|---|---|
merge games
Merge Garden
|
Broad | $321 | 331 | 136 | $0.97 | $2.37 | 41% | 0.97x |
| Search term | Taps | Installs | Tap → install | CPI | Keyword |
|---|---|---|---|---|---|
“merge dragons”
Merge Garden
|
138 | 33 | 24% | $4.04 | Add as negative |
Terms that convert above 50% and are not keywords yet are suggested as exact-match keywords; weak ones as negatives.
