PropellerAds Reports 34% Higher Registration Efficiency from Social Traffic, Significantly Boosting Game User Acquisition

PropellerAds, a leading advertising technology platform, has released new campaign data from the Nigerian market.

The results show that during a seven-day game registration campaign, Social Traffic delivered significantly higher conversion efficiency compared with overall traffic. Although Social Traffic accounted for only about one-sixth (17.3%) of total impressions, it generated nearly one-quarter (23.3%) of all registrations and 24.5% of revenue. Registrations per 1,000 impressions increased by 34.5% – 9.91 per 1,000 impressions for Social vs. 7.37 – and revenue per 1,000 impressions rose by 41% – 4.78 for Social vs. $3.39 campaign-wide.

These results highlight the growing importance of user source and browsing context in driving campaign effectiveness. For campaigns focused on registration growth, Social Traffic is increasingly becoming a key segment for advertisers to test and optimize.

Social Traffic Delivers Strong Performance

Social Traffic is a targeting subtype within PropellerAds’ Onclick/Popunder format. When you enable it in your campaign setup on the Self-Service Platform (SSP), your ads only show in zones where the user arrived from a social network – think Facebook or Instagram – right before landing on the publisher’s page.

The data comes from a seven-day real-world campaign on the PropellerAds platform, using the Onclick ad format to drive game registrations. The campaign achieved a total of 115,671 impressions, of which Social Traffic contributed 20,076 impressions. Overall, the campaign generated 853 registrations, including 199 from Social Traffic, and $392.46 in revenue, of which $96.06 came from Social Traffic.

In terms of efficiency, Social Traffic generated 9.91 registrations per 1,000 impressions, compared to 7.37 for the overall campaign, representing a 34.5% increase. Revenue per 1,000 impressions (RPM) reached $4.78 for Social Traffic, compared with $3.39 for the total campaign, a 41% increase.

Nigeria’s Game Market Shows Strong Growth

The campaign also reflects opportunities in Nigeria’s rapidly growing game market. The market is estimated at $3.5 billion, with approximately 60 million active users, 86% of whom are on mobile devices. The market has grown 61% year-over-year, with 174 active brands competing for roughly 12.2 million potential new users each month.

Based on market data, Nigeria is now the largest gaming market in Africa. The combination of rapid growth and intense competition has made advertisers increasingly focused on traffic quality and conversion efficiency.

User Behavior Drives Conversion Differences

PropellerAds notes that Social Traffic users typically arrive from social platforms such as Facebook and Instagram, actively browsing content before clicking through. This active browsing behavior makes them more likely to complete registrations and other multi-step actions compared to users who encounter ads passively.

Petros Sofroniou, Account Strategist at PropellerAds, said: “In highly competitive user acquisition environments, traffic quality is increasingly critical. In practice, Social Traffic helps advertisers reach users who are more engaged and willing to take action, thereby improving registration performance in campaigns.”

Based on these results, PropellerAds recommends that advertisers test Social Traffic as a dedicated segment. When results consistently show higher conversion efficiency, it can be deployed as a separate campaign to gain cleaner insights and optimization opportunities. The platform also suggests using roughly 20× target CPA as a test budget and running campaigns for 36–48 hours to obtain meaningful data.

Quality Traffic Becomes a Key Digital Marketing Trend

As mobile user behavior evolves, advertisers are shifting focus from sheer traffic volume to traffic quality and user intent. The Nigerian campaign data shows that precisely targeting high-intent users and applying refined traffic management can significantly improve registration efficiency, highlighting a growing trend in digital marketing.

PropellerAds emphasizes that while this case provides valuable insights into the potential of Social Traffic, performance may vary across markets, products, and campaign strategies. Advertisers are advised to validate traffic performance through practical testing and base future campaign decisions on observed results.