Campaign best practices
© 2025 AppLovin. All rights reserved.
By implementing these best practices, you can optimize the scale and performance of your user acquisition campaigns.
Axon provides a range of campaign optimization models that support your user acquisition objectives. To select the best optimization campaign type, Axon suggests the following:
Axon allows both CPP and ROAS purchase campaigns to choose an audience strategy — Universal, Prospecting, or Discovery —based on your customer acquisition goals.
Universal campaigns optimize all purchases or revenue (new and returning customers are valued the same).
This strategy is best for maximizing total ROAS or minimizing overall CPP regardless of customer history.
Prospecting campaigns optimize new customer acquisition only.
This strategy is best if your primary KPI is growing new customers or new-customer revenue.
Discovery campaigns optimize for purchases from users who have never visited your site before.
This strategy is best if your primary KPI is driving purchases from net-new site visitors.
Yes, you can run multiple audience strategies at the same time. This can help you find the ideal balance between total purchases, new-customer acquisition, and new visitors.
Drive scale and efficiency by targeting all available regions outside of Western Europe. For optimal learning and performance, Axon recommends that you group multiple countries into a single campaign to enable broader signal sharing and faster optimization.
Allocate enough budget to your user acquisition campaigns that you can 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.
If you regularly refresh creatives and maintain a strong volume of high-quality assets, performance improves. The following are ways to get the most out of Axon’s ad experience:
See Video best practices for more tips.
Axon’s dynamic catalog predicts and promotes the most relevant products to the right users. To enable it, sync your catalog in your Catalogs Manager and activate dynamic catalog across your campaigns.
Personalize each step of your ad experience with your logo, name, description, and CTA by adding brand assets in your Axon dashboard’s “Brand assets” page.
To maximize the effectiveness of prospecting and Discovery campaigns, you must integrate via Shopify app connection or upload at least two years of historical purchase data from the events manager.
