David Vargas

First of all, Happy New Year everyone!✨ I'm back from a much-needed vacation and I’d like to kick off the year with a very quick and easy-to-understand case study about 𝐭𝐡𝐞 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐜𝐞 𝐨𝐟 𝐦𝐢𝐱𝐢𝐧𝐠 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞𝐬 𝐢𝐧 𝐌𝐞𝐭𝐚.One of my clients wanted to target older audiences but was using a single ad group that included both videos and static banners. When I took over the account, the first step was quite straightforward and logical:👉Separating static banners into their own ad group was going to give us a major delivery between older segmentsAnd below, you just need to see the results:1️⃣The banner ad group allocated 51% of its total spend to the two oldest age ranges, compared to 30% in the video ad group.2️⃣ The banner ad group spent 77% of its budget on Feed placements, while the video ad group only spent […]

Last post of the year!🎄✨ Today I am bringing a real-data case about the 𝐧𝐞𝐰 𝐚𝐝𝐑𝐎𝐀𝐒 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐭𝐡𝐚𝐭 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐥𝐚𝐮𝐧𝐜𝐡 𝐢𝐧 𝐌𝐞𝐭𝐚 for all those games that primarily monetize through ads!The case is quite straightforward:I unlocked this new optimization goal one week ago and here’s what I’ve observed so far:👉LTV D1 is 378% higher in adROAS campaign👉Retention D1 is 15% higher in adROAS campaign👉Retention D3 is 12.8% higher in adROAS campaign👉ROAS predictions over one year are positive in a shorter period and at higher percentages.So the conclusion is clear:  START TESTING THIS ASAP! 🚀How to enable this optimization goal:1️⃣Connect your AdRev partner with Adjust to start receiving AdImpression Revenue data in Adjust.2️⃣Enable AdImpression Mapping in Adjust under Meta’s Data Sharing options. (Note: This feature is only available if you have the Adjust Growth Solution.)3️⃣Ensure you’ve sent at least 15 […]

New week, new case study! 🤓 Today I’m sharing a success story with one of my oldest clients: We have been working together for 13 months and what we have achieved together is simply amazing.When I started with this game, 𝐭𝐡𝐞 𝐚𝐩𝐩 𝐰𝐚𝐬 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐚𝐫𝐨𝐮𝐧𝐝 €𝟏𝟎𝟎𝐊 𝐌𝐑𝐑 𝐰𝐡𝐢𝐥𝐞 𝐬𝐩𝐞𝐧𝐝𝐢𝐧𝐠 €𝟑𝟓–𝟒𝟎𝐊/𝐦𝐨𝐧𝐭𝐡..The game had strong metrics and significant organic presence in one market (which was responsible of 99% of the revenue) and it was generating solid revenue. However, the campaigns (managed by a well-known agency) were an absolute mess as they were optimizing for non-valuable events.I didn’t use any magic tricks or do anything that good UA professionals wouldn’t know. I simply applied logic:📢If a game monetizes through in-app purchases, you need to "teach" the algorithms to find users who actually make those purchases. Otherwise you are wasting time, money and resources.I […]

Wanna launch an A/B test in iOS but don't want to wait 4 weeks for getting some significance? Here’s a faster way: Use paid UA to speed up your testing and decision-making process.Follow these steps:1️⃣ Create two CPPs: One should replicate your default page, the other should be the variant you want to test2️⃣ Create one CPI campaign in Meta, targeting the country you want to test (ideally the one that brings most of the revenue)3️⃣ Create 2 ad groups within the same campaign and put on each one your best creative (one of those that you know that will easily produce installs)IMPORTANT! the creatives MUST BE the same in both ad groups. Otherwise the A/B testing wouldn't make sense as more variables would affect the final conversion rate4️⃣ Spend $100/day in each ad group and wait 3-4 days.5️⃣ Enjoy […]

Let me present you this painting 🖼️ 🎨 I did it while I was starting in a country from scratch with only one Facebook campaign (no ASA)The final piece of art is simple but clear.I call it:"ASO depends on daily install volume"

Last week we had a good case with AEM in Meta Ads (check my last posts to see the whole story!) so I applied the strategy with a different app but in this case... the results were not successful.I am working with a client who recently launched an app. This means that they have NO presence at all in UK, which is the country that we are targeting in this test.This is VERY evident if you go to Revenue Cat and check the data (see screenshot). As you can see, we had zero activity in the country until October 16th, when we decided to launch the first campaign in Meta using AEM and focusing on free trials.If you count the trials from 16th to 20th, you will see 90 free trials in RevenueCat while if you go to AEM, I […]