Android - Meta: AEO campaigns targeting something different than IAPs?

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That_Guy

That_Guy

Active Member
Hi there!

In one of our apps (IAP monetized), we are struggling in UA for Android in Meta as the volume of IAPs is not enough for Meta to exit learning phase. I've tried to increas budgets but it harms the ROAS to bad performance.

I've read some are running AEO with some "signal engineering" to give more data to Meta and still get value users (so instead of targeting IAPs, target custom events like Onboarding Completed or "Session Number 3").

Any thoughts on this?

Our concerns go into the high CPIs from AEO and not the directly revenue event feedback to Meta, so not sure if to give it a try or focus on GA for Android only.
 
Hey @That_Guy, we’re promoting a game with a similar situation. Our structure is AEO-related, as we were not able to exit the learning phase for purchases. Together with our CSM, we decided to optimize for both early-mid funnel events and purchases to provide more data to our campaigns. This is useful, for example, to check which GEOs generate the most purchases while getting enough volume of players to your game. However, keep in mind that using CBO with a structure like this may not provide clear insights per ad set if all the budget goes to one. Instead, we use ABO and allocate a generous budget (proportional enough) to the ''purchase'' one. So if you don't mind giving AEO a try, you may consider doing it like this. If you're less flexible due to ROAS goals, etc. then I'll just keep an eye on the thread to check what the community recommends :) ... We're still testing this approach.
 
I have also tried that in an IAP game and although it can work if the proxy event that you create is really correlated to the purchase, it will never be the same as targeting the IAP directly! In the long-term, I always had better performance targeting IAPs compared to the proxy purchase event
 
thanks for the feedback @mr Potato and @Grow&Tonic ! I'll give it a try with different custom event in a separate campaign and will check performance, and will try to get more IAP signals in the IAP campaign (maybe adding more countries to it work?)
 
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