Customer Stories

How Webedia Increases ARPDAU and More

Learn how App Annie Ascend gave Webedia the ability to significantly increase ARPDAU, total revenue, CPMs, and more in this interview with Paul Le Bas.

Passion. That’s the motto behind the leading French digital publisher on entertainment and recreation, Webedia. Our data shows that they have over 1.5 million downloads across 291 apps on all devices in the past 12 months.

Active in 15 countries, the fast-growing digital publisher monetizes their mobile app and game audience mainly through ads. According to Paul Le Bas, Monetization Manager of Webedia’s Apps and Games, a large part of their revenue comes from ads, with in-app purchases playing a role as well.

Paul Le Bas uses App Annie Ascend on a daily basis and graciously gave us the opportunity to learn how the solution helped them get higher CPMs and increase revenue.

Here is a quick summary of Webedia's strategy to increase ARPDAU and more:


  • Save time on data collection and normalization to focus on analysis and boosting company's results.


  • Optimize Monetization Stack.
  • Monitor the transition from interstitial to rewarded video ads, and get high CPMs while increasing the number of ads per user.


  • Significant increase in Webedia’s mobile game revenue and ARPDAU from Q1 2017 to Q1 2018
    CPMs increased beyond expectations

Read on for the full interview to learn how Webedia was able to increase ARPDAU and more with App Annie Ascend.

App Annie Ascend: What challenges were you experiencing prior to using App Annie Ascend?
Paul Le Bas: “Aggregating reports from different networks is extremely time consuming. We were spending an enormous amount of time gathering data and preparing the data for analysis, compromising our ability to analyze KPIs and optimize our performance. 

“When we started using App Annie Ascend, over one year ago, we were manually aggregating and normalizing data from four ad networks.

“The adoption of the tool immediately reduced the time we were spending on data collection and normalization by 30%, thereby granting more time for strategy.”

App Annie Ascend: What were your priorities when evaluating your options? What made you believe that App Annie Ascend was the best solution for you?

Paul Le Bas: “We were looking for a pretty straightforward tool that could be easily implemented (or removed, if necessary) without the hassle of adding an SDK. We didn’t want to deal with complex dashboards. Our goal was to find a solution to make the whole process easier, faster and better.

“Finding the right tool wasn’t easy. There are not many options out there that are easy to use, fast to set up, provide consistent data daily and have user-friendly dashboards. App Annie Ascend scored high in all these topics for us.”

App Annie Ascend: What are the benefits you’ve seen from using the App Annie Ascend platform? How does it help you?

Paul Le Bas: “App Annie Ascend is a very flexible tool that supports us as we scale. Our full stack is plugged into the platform. We’ve been testing different ad networks and gradually increasing the number of connections up to 20 partners (including acquisition and analytics) without the extra effort and the complexity of setting up new connectors in our stack. I can add and remove connections in a flash and concentrate on optimizing my waterfall to drive more revenue. It’s all about being more strategic and less operational.

“The tool allows us to compare CPMs between ad networks. So we can reorder our monetization stack based on updated data we get from App Annie Ascend, analyze the results, and fine-tune our strategy to drive continued growth.

“This was particularly helpful when we’ve decided to switch from interstitials to rewarded video ads to monetize our apps. Interstitial ads were responsible for 70% of our ad revenue, but we wanted to capitalize on rewarded video instead. They are less intrusive and more engaging. While transitioning from one model to the other, I was closely monitoring our performance to make sure we were getting high CPMs. Our strategy could have a negative effect on our CPMs because we were increasing the number of ads per user.

“Using the data provided by App Annie Ascend, I managed to figure out the right number of rewarded ads a user is willing to watch, and place them in a slot that ensures optimum monetization and engagement. Now rewarded video ads successfully account for 70% of our revenue.”

App Annie Ascend: Is there a particular feature you use more?

Paul Le Bas: “We use the App Annie Ascend Reporting API on a daily basis to feed our BI system. I track our overall performance on the Report Center and create pivot tables to get the specific information I need to be on top of. The pivot table is a powerful tool, by the way.”

App Annie Ascend: Which metrics do you prioritize?

Paul Le Bas: “We monitor CPMs and ARPDAU (Average revenue per daily active user). We calculate the LTV of our users and measure the virality of our apps and games with the K-factor” (the virality of a website).

App Annie Ascend: What are the results App Annie Ascend helped you achieve?

Paul Le Bas: “When we started using App Annie Ascend we wanted to get rid of the pain of aggregating multiple reports and have all our data in one place. Now App Annie Ascend not only saves us a lot of time – indeed one of our precious assets - but it also empowers us to make decisions that result in significant revenue growth.

“App Annie Ascend gave us the ability to significantly increase our ARPDAU and our total revenue from Q1 2017 to Q1 2018. We’ve also increased our CPMs beyond expectations. Aside from dealing with a very helpful team that is willing to adapt the tool to our needs. We really like working with them!”

App Annie Ascend is a SaaS solution trusted by leading app and game companies to automate data collection, normalization and reporting. With App Annie Ascend, your data stays 100% private, so you are always the one in control.

Read Webedia's full customer story here.

Learn more about App Annie Ascend and how you can increase ARPDAU like Webedia with a 14-day free trial request.

March 10, 2020

Customer Stories

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