🧪Real Experiment Case🧪

I think you guys are gonna love this 🧪𝐑𝐄𝐀𝐋 𝐄𝐗𝐏𝐄𝐑𝐈𝐌𝐄𝐍𝐓 𝐂𝐀𝐒𝐄🧪 simply because I can't be more transparent than this 😂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 […]

David Vargas August 9

Journal

Be careful with Advanced Conversions in Snapchat Ads

First of all, let me explain you what AC is: Advanced Conversions is the Snap privacy-centric approach to digital advertising. It helps marketers meet their business objectives while respecting users’ ad tracking preferences via Apple’s ATT policy. This methodology employs a range of cryptographic techniques to measure aggregate conversion data, without tying off-platform activities (like installing an app or visiting a website) back to specific Snapchatters.Yes my friend, you are reading right: a fu*** black box again 😂This is basically what AEM from Meta or Advanced Dedicated Campaign from TikTok do but with another fancy name.There is just a small problem/difference with AC that I've been facing with one of my clients lastly: 𝐓𝐡𝐞 𝐇𝐔𝐆𝐄 𝐝𝐢𝐬𝐜𝐫𝐞𝐩𝐚𝐧𝐜𝐢𝐞𝐬 that you get compared to the MMP.If I look at the installs from last month, this is what I get:Snap AC: 4159 installsMMP (with […]

David Vargas August 2

Journal

You Need To Be VERY Patient with Google Ads

Today I want to share more real data (as usual!) about a case I had with a client in Google Ads. This client wanted to scale their UA efforts because we have drastically improved the metrics over the last months (I already posted about them in the past, so I will put the link to that post in the comment section to give you more context). Since we were already running the deepest campaigns on Google Ads (meaning tROAS and tCPA for purchases), we discussed the possibility of creating a proxy event that could gather the behavior of our whales on day 1 🐳🐳🐳 I know this kind of thing sounds well on paper but not in practice but in this specific case, it made sense because the whales had a very specific behavior during day 1 so we could […]

David Vargas August 1

Journal

🚨New Features in Meta AGAIN!🚨

It seems that Meta has been introducing many new changes to its platform lately. Last week, I showed you the ad fatigue warning and this week I saw two new updates. The first one is a new creative format called "FLEXIBLE" which allows you to mix videos and banners within the same asset item so the algorithm can decide the format for each user. You can add up to 10 creatives mixing different sizes and formats. I feel that this is the next step after the Advantage Creatives toggle (I think that was the name) that they previously had at the ad group level. This allowed you to upload creatives in the same way but you just had one creative item with ALL the assets within it. In this case, you can have multiple items with multiple assets within each […]

David Vargas June 21

Journal

Real Data rules, my friend! 😎

I recently read a post from a UA folk (sorry I don't remember who did that but if you do, tag him here!) who estimated the daily downloads you would need to generate to rank in higher positions within your category.If you follow me, you know that I am not a big fan of theories. I am a big fan of real experiments😀😀 And luckily... I got a project where I could exactly test that hypothesis!Let me present to you what happens in your category ranking when you spend almost 60,000 dollars and generate more than 54,000 installs on tCPI campaigns for one specific country in Google Ads 🤪 RESULT: The game passed from the top 150 to the top 2 in its category in just 2 days 😂 As you can see, the game quickly jumped after starting the […]

David Vargas June 17

David Vargas