Increasing campaign scale

These best practices ensure strong scale and performance for your user acquisition campaigns:

Optimization model

Axon by AppLovin provides a range of campaign optimization models that support your user acquisition objectives. To select the best optimization campaign type, you need to understand your app’s monetization mix between in-app purchases (IAP) and in-app ads (IAA) revenue. AppLovin recommends the following guidelines, depending on your app’s monetization mix:

• Mixed IAP & IAA revenue apps: Blended ROAS and/or IAP ROAS campaigns
• Ad-based apps: IAA ROAS campaign
• IAP-based apps: IAP ROAS campaign
• Products where all purchasers have the same value (e.g. subscriptions): CPP campaign

Creative strategy

Ad coverage

To maximize the effectiveness of your campaigns, AppLovin recommends the following creatives-related best practices:

• Test creatives: Upload and test new creative assets frequently.
• Use video ads: Since the majority of Axon by AppLovin’s inventory is video-based, you get the best results by adding strong video ads.
• Incorporate playable ads: Playable ads should showcase the key features of your app. This attracts high-value, more engaged users.
• Diversify ad formats: Use a mix of video, playable, and static assets to broaden reach and improve performance.

Localized creatives

Axon by AppLovin has global reach. If you target non-English speaking countries, use translated ads for better conversion rates, or include localized subtitles for the geo you target.

Ad refresh

Regularly introduce new creative assets—such as video, HTML playables, or images—to diversify different combinations that drive optimal scale and performance.

Other campaign settings

Country targeting

Select all countries that you actively support.

Goals

Axon recommends that you set compeitive goals in-line with your profitability targets. Unrealistic or unachievable goals do not improve campaign performance and may prevent the campaign from spending or scaling effectively.

Budgets

Allocate enough budget to your user acquisition campaigns to reach the right users and drive long-term success. If your campaign meets performance goals and KPIs, consider raising the budget to grow your audience further.

Make sure budgets are high enough to generate a meaningful volume of actions for your campaign type. Axon recommends that you set a daily budget that allows for a meaningful amount of conversions of your desired event or outcome (at least 15–20 conversions) per day across the campaign to achieve stable campaign performance. Axon also recommends that you set a single, global budget for optimal spend allocation towards the best outcomes across all countries.

Tracking

Ensure install tracking and postbacks work properly:

• Follow the setup instructions for your tracking partner.
• Pass all installs and opens to Axon by AppLovin so it can accurately track install attribution.

Verify that tracking works properly before you launch your campaign. It has a negative effect on future campaigns if Axon by AppLovin does not receive conversions on impressions and clicks.

To run either IAA ROAS or Blended ROAS campaigns, your application(s) must be on MAX mediation.