Discover PvX Lambda — a powerful data platform that helps gaming and consumer apps diagnose cohort performance, benchmark ROAS, and forecast growth with confidence.
May 29, 2025 - 8 min read
Over the past year, we’ve had the privilege of speaking with over 250 game studios to help them scale profitably using PvX Capital — our flexible, cohort financing product. PvX Capital is purpose-built for companies with predictable cohorts. If you have visibility into your ROAS and retention, we believe there's no better growth instrument. But along the way, we noticed something interesting.
As we debriefed each studio, similar questions kept popping up:
These questions went beyond financing—they spoke to the core of business decision-making in gaming and consumer app businesses.
PvX Lambda is a data intelligence platform designed to answer these questions and more.
And it all starts with a seamless data integration that can deliver actionable insights within 1 hour.
Game developers can sign up directly on our website by submitting a simple form with company details and app store links. Once logged in, the first step is signing an NDA — ensuring full data privacy. Importantly, we don’t collect any PII, and the data remains strictly aggregated and anonymised for the purpose of benchmarking and training Lambda’s data models.
If you're using Appsflyer or Adjust, all it takes is adding our email to your account. We fetch your aggregated cohort data broken down by platform, geography, and marketing channel. Alternatively, we are also able to pull data directly from data lakes (GCS, S3, Redshift and more) to prepare your dashboard.
Here’s what you get access to once integrated:
This comprehensive module is designed to help you diagnose, evaluate, and optimize your user acquisition outcomes by breaking down your cohort performance across six critical dimensions. Each view offers a unique lens to assess how effectively your marketing efforts are driving long-term value.
ROAS Performance
Understand how much your cohorts have paid back over time—and how consistently. We track return on ad spend (ROAS) across all historical cohorts to reveal whether you’re recovering your UA spend predictably and profitably, and at what velocity.
Retention & Monetization
Analyze how well your app retains and monetizes users beyond the first few days. This view gives you insights into revenue retention, payer retention and ARPPU retention helping you understand the long-term value creation.
CAC Efficiency
Evaluate how efficient your User Acquisition Spends has been month over month. Specifically, this view shows how much of your incremental marketing spend is translating into new payers, versus simply increasing CAC. It’s an early indicator of scalability and diminishing returns.
ROAS Correlations with Spend
Uncover how sensitive your ROAS is to changes in UA spend. Does spending more lead to a proportional increase in revenue—or does performance drop off? This view helps you model performance decay curves and informs how aggressively (or cautiously) you should scale.
Channel-Level ROAS Comparison
Compare ROAS performance across different marketing channels—such as Meta, Google, Unity, Applovin, and more. Identify which networks are delivering high-quality users, which are overspending, and where optimization efforts could yield better returns.
Revenue Contribution Breakdown
Get a high-level snapshot of where your revenue is coming from—broken down by marketing channel, platform (iOS vs Android), revenue type (IAP vs IAA), and geography. This view helps you identify concentration risks and opportunities for diversification.
Together, these insights provide a powerful foundation to assess the health of your cohorts, refine your UA strategy, and make data-driven decisions about where—and how much—to invest next.
Gain a clear, data-driven perspective on how your app’s return on ad spend (ROAS) stacks up against other titles in the same category and genre. This unique view provides percentile-based benchmarking using 1st party ROAS data from industry operators—broken down by marketing channel and marketing spend level
Use these granular benchmarks to:
Assess your competitive position: Understand where your game sits relative to others—whether you're underperforming, average, or among the top percentile performers.
Define what “good” looks like: Identify the ROAS thresholds top apps are achieving at various spend levels and time horizons.
Optimize your growth strategy: Uncover high-performing ad channels or regions that are delivering strong ROAS for comparable games and evaluate if they make sense for your next scale-up.
Whether you’re fine-tuning your UA strategy or pitching to stakeholders, these insights offer a robust, external lens to guide smarter decisions.
Our proprietary machine learning model offers a forward-looking view of your user acquisition performance by projecting the return on ad spend (ROAS) for your current cohorts over the next 12 months. Built using a top-down forecasting approach, the model incorporates key drivers such as revenue and payer retention patterns, historical cohort behavior, and seasonality effects to deliver robust and adaptive ROAS forecasts.
The model continuously learns from your data—tracking performance trends and recalibrating itself as new data becomes available each month—ensuring your forecasts remain grounded in the latest cohort dynamics.
Support Strategic Planning and UA Budgeting
In addition to passive projections, this tool lets you actively simulate upcoming UA strategies. Whether you're preparing for board presentations, budgeting for the next quarter, or exploring aggressive growth plans, you can model hypothetical spend scenarios to arrive at expected performance outcomes. The model also leverages learnings from peer apps within your category and genre, allowing for more confident decision-making as you increase budgets.
This view helps you answer critical questions like:
The PvX Score is a proprietary rating designed to evaluate the strength, consistency, and scalability of your user acquisition performance. Derived from a blend of key metrics—including retention, return on ad spend (ROAS), and scalability potential—this composite score offers a holistic view of how well your game is positioned for capital-efficient growth.
Unlike isolated metrics, the PvX Score distills complex performance signals into a single, easy-to-interpret value. It reflects not just how your cohorts are performing today, but how reliably that performance can be scaled with increased spend.
Scores above 1.8 indicate strong, scalable performance and unlock access to cohort financing opportunities. If your score is currently below the threshold, we provide clear, actionable guidance on what needs improvement—whether it’s improving M1 retention, increasing ROAS at scale, or reducing cohort volatility.
Whether you’re ready for funding now or planning ahead, the PvX Score helps answer:
Am I ready to raise non-dilutive capital? If not, what exactly do I need to fix to get there?
At PvX, we are deeply committed to equipping game developers with the marketing intelligence, predictive tools, and financing access they need to scale efficiently and confidently.
Our suite of features—from ROAS benchmarking and predictive cohort modeling to PvX Scoring and funding eligibility—has been purpose-built to help you understand, forecast, and optimize your user acquisition outcomes. Whether you're comparing your ROAS against peers, projecting performance over the next 12 months, or assessing your readiness for growth capital, each view is designed to turn complex data into actionable insights.
But this is just the beginning.
We're actively working on new capabilities that will further support your journey:
Our mission is to help you improve your ROAS potential, unlock non-dilutive capital, and make more confident marketing decisions at every stage of your growth.
Stay tuned—there’s much more to come.
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