I think you guys are gonna love this ๐งช๐๐๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐งช simply because I can’t be more transparent than this ๐
Yesterday I saw one of the Growth Gems from Sylvain Gauchet on my TL and there was one slide that shocked me because I recently tested the hypothesis of that slide with one of my clients!
I am posting the slide with the gem that Flippos Drogitis wrote so you can see the hypothesis in question.
If you have been following me, you know that I love experimenting if I believe that experiments can help me to achieve the goals of my clients and as I mentioned, this specific hypothesis was something I tested in June with one of my most successful clients.
With this client (a mobile game), we have a payback period of 8-9 months on average but we have campaigns that are outperforming that benchmark and bringing positive results in a shorter period. One of these campaigns is the tROAS/VO campaign that we had in Google Ads using the default 30d attribution window.
๐ง๐ต๐ฒ ๐ต๐๐ฝ๐ผ๐๐ต๐ฒ๐๐ถ๐ ๐ผ๐ณ ๐๐ต๐ฒ ๐ฒ๐
๐ฝ๐ฒ๐ฟ๐ถ๐บ๐ฒ๐ป๐ ๐๐ฎ๐ ๐พ๐๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ: I wanted to see if by using a shorter attribution window of 7 days for the purchase event as many games use, I could push the algorithm to bring better quality in less time so I created a new ad account and edited the attribution settings for the purchase event accordingly.
I ran the campaign for 2 weeks with a lower budget because it was going to help me control the efficiency of the delivery and get a better CPA (the old ad account started in the same way and got incredible results starting at a low pace). I also used the same creatives because I didn’t want to affect the hypothesis with more variables (I know this could somehow create some cannibalization but our budgets are humble so I was not worried about that).
The results are simply attached in the screenshots:
๐ดCPA in the campaign using a 7D att window was triple that of the campaign using the default attribution window of 30D.
๐ดROAS was extremely worse in the 7d attribution window as we will recover the money of the main campaign in much less than the average payback period
๐ขCPI was slightly better (29%) in the 7d campaign but we have to keep in mind that the 30d campaign was spending much more
๐ขRetention was also better in the 7d campaign but that didn’t help to optimize better in terms of ROAS
๐กI got more discrepancies in Adjust with the 7d campaign (39%) than with the 30d campaign (4% only)
I thought this was a cool coincidence and I hope you find this experiment helpful!
I always recommend testing different attribution windows if your game needs more time to recover the investment so don’t be afraid and test!
