Best practices for success

These best practices ensure strong scale and performance for your user acquisition campaigns:

Campaign Setup

Tracking & Signal

• Confirm Event Tracking: In the Events Manager, ensure all required events display without errors. For setup and validation details, see the Axon Pixel integration documentation.
• Check URL Tracking: Append the appropriate UTM and set any additional tracking parameters for all landing page URLs.

Optimization Type

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:

• Goal Type: Choose the type that best aligns with your primary business goal:
  • CPP (Cost per Purchase): Minimize cost per purchase
  • ROAS (Return on Ad Spend): Maximize revenue
• Day Target:
  • Day 0 optimization focuses on same-day conversions and is best for products with shorter decision cycles which customers are likely to purchase quickly after clicking an ad.
  • Day 7 optimization captures conversions that happen over a longer window, which makes it better suited for higher-AOV products or brands where customers take more time to decide.
• Set Goal: After you choose the goal type and day target, set a reasonable CPP or ROAS target based on your business goals. Unrealistic goals may lead to underspend.

Targeting

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.

Budget

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.

Creative Strategy

Regularly refreshing creatives and maintaining a strong volume of high-quality assets improves performance. The following are ways to get the most out of Axon’s ad experience:

Videos

• Open strong: Video ads are skip delayed at least five seconds. State your value proposition quickly to your target audience.
• Upload a mix of 30 s or longer videos: Axon’s rewarded ad inventory gives advertisers at least 35 seconds of guaranteed attention.
• Add subtitles: If users watch with sound disabled, subtitles ensure your value proposition remains salient.
• Experiment frequently: Test past content as a starting point and measure the results. Axon is not a social or search feed. Users engage differently in different contexts, so tailor your creatives to this audience.

Axon Interactive Page (AIP)

• Seal the deal: After the video completes, the AIP reinforces your CTA when attention is the highest.
• Highlight offers and promotions: Lead with your offer to drive higher intent
• Test templates from the Creative Studio: Test new variations from proven winners with Axon’s Creative Studio.

Other Campaign Settings

Dynamic Product Ads

Axon’s Dynamic Product Ad (DPA) predicts and promotes the most relevant products to the right users. To enable it, sync your catalog in your Catalogs Manager and activate DPA across your campaigns.

Brand Assets

Personalize each step of your ad experience with your logo, name, description, and CTA by adding brand assets in your account here.