Meta Campaign stops delivering results

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That_Guy

That_Guy

Active Member
Hi! First post in this great forum :)

One of my games is having some issues when keeping campaigns running normally. At a certain point of the campaign, while spend stays on similar levels, installs too, CPI is also similar, all of the sudden IAPs stop happening:

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Our creatives framework / structure is:
- Testing campaign: 1 ad group, MAI, only active when a new batch of creatives arrives (10 by 10). When 1 ad gets 10k impressions, a rule stops that creative. When 60% of the creatives have been paused, we pause the testing of this batch.
- BAU: AEO, minimum of 9 creatives always up (max. 15 creatives as our budget is not that high). When bringing new validated creatives, we pause the lowest performers.

Not sure what could be happening with our strategy, but when we see this happen we turn off the campaign and create a new one with same set up (manually duplicating) and all starts working as usual too...

Thanks in advance for any help!
 
Hey @That_Guy hard to say with no more information.

- Your setup sounds ok to me.
- Targeting is the same like before right?
- Not sure if I see a small decline in installs since beginning of januaray...so lower amount customers = lower chance of archiving purchases?
- Maybe just some bad days? I see that before there were some days with low amount of purchases?
- What r other KPIs showing you? What about Retentionrate?
- Do you have some in app Events you can compare on cohort view like whats the reate users reach lvl XYZ or other stuff?

Best :)
 
Thanks for the reply @bungabunga :)

- Targeting is the same (this particular app is a casual game, so we go broad with only game category interest).
- Regarding the bad days, is this something you usually see? Should I just ignore if 2/3 days are low, and just try to refresh creatives (add new tested creatives)? It might be linked to the mention of a lower number of installs.
- This is one of the points why I don't understand the drops. Retention in the "bad days" is quite similar to normal.
- Down funnel events are similar too for the "bad days" and "good days" cohorts, no significant change in the user progression that could explain the decrease in IAPs... just IAPs not happening on those days.
 
That_Guy said:
Thanks for the reply @bungabunga :)

- Targeting is the same (this particular app is a casual game, so we go broad with only game category interest).
- Regarding the bad days, is this something you usually see? Should I just ignore if 2/3 days are low, and just try to refresh creatives (add new tested creatives)? It might be linked to the mention of a lower number of installs.
- This is one of the points why I don't understand the drops. Retention in the "bad days" is quite similar to normal.
- Down funnel events are similar too for the "bad days" and "good days" cohorts, no significant change in the user progression that could explain the decrease in IAPs... just IAPs not happening on those days.
Click to expand...


Regarding the "bad days" - If you have a low userbase there is the percentage that someday noone is purchasing high. I see the same behavior on higher spend and userbases when it comes to payuserrates on chohort. Some days r bad and some r pretty good. In my normal routine I take a look on date on weekly basis. If I notice something I try to dig deeper.

Maybe there is something wrong with the payment provider? Did you went though the whole process with a new acc. Is everything looking good?
User expectation: Maybe these new creatives show something diffrent than users expect? But wouldnt mind that if the other KPIs you look at didnt decrease.

It's a troubleshooting process where you have to look at everything.
 
Hey :) I'm happy to see this too!
I see a really low spend and I assume the screenshots correspond to the BAU ad group optimized by IAPs? One reason could be that you're not generating enough purchases per day so once the campaign gets the "learning limited" status, it is way harder to generate events than during the learning.

Another reason could be that you're using a cap which is limiting your delivery once creatives get fatigue.
 
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