Campaign Performance Predictions

There is a major disclaimer on the above point: while CPI targets are a great starting point, at scale this can lead you in the absolute wrong direction. We’ve seen multiple instances where cheap US CPIs ended up being from VPN apps in other countries. There’s often a reason for cheap CPIs; without granular measurement, you’ll invariably optimize towards the wrong metric.

Monetization Events

With an order of magnitude more monetization events, small amounts of users will statistically be less important in driving long-term success for some campaigns. Don’t get me wrong, especially for games that rely heavily on Ad Whales, a few users can make large differences. But statistically, you’ll less likely have a single user drive a cohort’s success. In addition, while purchases often happen in the first few days, ad impressions are spread over the lifetime of a user, meaning each user of IAA monetization will likely take much longer to achieve payback.