Target ROAS Campaign Budgeting & Bidding - FAQs

The recommended budget should be large enough to generate reliable event data, commonly around 20% of the expected cost per purchaser after the camaign has stablized or the revenue level associated with your ROAS target.

Budgets that are too small lead to slow or unstable optimization.

Two criteria must be met before it is completed:

1. Both D0 ROAS and D7 ROAS campaigns must achieve an average of 50 unique devices per day within the first 72 hours post-launch.
2. The campaign must reach a minimum install volume of 200.

If these thresholds are not met, developers should prioritize scaling up the campaign before making further optimization adjustments.

Adjustments should be made only after the learning phase and then no more than twice a week and try to keep it once per 5-7 days for best effect.

Changes should be moderate and generally within ±10% to avoid destabilizing delivery.

Evaluate performance using a multi-day view, such as a 7-day rolling average. Daily fluctuations are expected, especially early in optimization.

If volatility persists, check for issues such as creative fatigue, inconsistencies in data flow, or insufficient install volume.