How to Increase 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 ad revenue. AppLovin recommends the following guidelines, depending on your app’s monetization mix:

• Mixed IAP & Ad Revenue Apps (≥10% IAP revenue): BLD ROAS, IAP ROAS, CPP, and/or CPE campaigns
• Ad-Based Apps (≥95% ad revenue): Ad ROAS and/or CPE campaigns
• IAP-Based Apps (≥95% IAP revenue): IAP ROAS, CPP, or CPE campaigns

Creative Strategy

Ad Coverage

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

• Use high-performing creatives: Keep your top creatives live to drive stronger engagement and conversions.
• 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 allow users to preview your app. This attracts higher-value, more engaged users.
• Diversify ad formats: Use a mix of video, playable, static, and HTML assets to broaden reach and improve overall performance.

Localized Creatives

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

Ad Refresh

Regularly introduce new creative assets—such as video, playables, or end cards—to identify different combinations that drive optimal scale and performance.

Other Campaign Settings

Country Targeting

With Axon by AppLovin, you can run campaigns either globally or in countries and regions you specify. If you choose not to advertise globally, specify all major geographies that you advertise in so that you maximize reach and scale.

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.

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 and campaigns.

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.