Optimizing acquisition campaigns based on ROAS (Return on Ad Spend) means shifting from just getting installs or sign-ups to actually maximizing the revenue generated per ₹ spent. Here’s a strategic breakdown to help you do that:
🎯 How to Optimize Acquisition Campaigns on ROAS
✅ 1. Switch to Value-Based Optimization (VBO)
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In Facebook Ads, choose “Purchase” or “Value” as your optimization event instead of just “Installs” or “Registrations”.
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Ensure that CAPI + Pixel are properly sending actual revenue or LTV data back to Facebook.
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ROAS campaigns need Facebook to learn who brings revenue, not just installs.
🧠 2. Feed Revenue Data Back into Ad Platforms
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Use Facebook CAPI or Google Ads offline conversion tracking.
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Send purchase value, deposit amount, or ARPU with each conversion.
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Include event_id for deduplication and user identifiers (email/phone).
🎯 3. Segment by LTV and User Cohorts
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Group users by LTV buckets (e.g., 0-₹10, ₹10-₹100, ₹100+).
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Create Lookalikes or Similar Audiences based on high-LTV cohorts.
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Push those segments into Meta, Google, or other platforms.
🔍 4. Tighten Targeting & Creatives
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Use high-intent custom audiences (engaged users, site visitors, past depositors).
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Match creatives to user intent — e.g., “₹100 bonus on first game” for converters.
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Test formats: video testimonials, winning moments, gameplay snapshots.
📊 5. Monitor ROAS at Ad Set & Creative Level
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Use breakdowns by age, gender, placement, OS to find high-ROAS segments.
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Kill or scale creatives based on actual revenue, not just CTR or installs.
💸 6. Optimize Funnels Post-Click
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Speed up landing page load times.
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Reduce drop-off before deposit: smooth UX, clear bonus info, easy registration.
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Use retargeting to re-engage non-depositing users within the first 24-48 hrs.
⚙️ 7. Run A/B Tests on Offer + Flow
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Test deposit match bonuses (100%, 150%) to see which drives better ROAS.
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Run creative A/Bs to see which one attracts high-value users.
🧪 Bonus Tip: Use MMP or Event Tracking
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Tools like Branch, AppsFlyer, or Adjust help track real LTV.
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Use that data to evaluate ROAS by channel, creative, keyword.