This article covers the most common questions that advertisers ask related to Target ROAS Campaign Optimizations.
If your question isn't covered here, please contact your account manager for further assistance.
| Question | Answer | |
| 1. | What do I do if the campaign cannot spend its budget? |
This commonly occurs when the ROAS target is set too high relative to available inventory or user value. Lower the target slightly, expand placement or geo coverage, or increase creative coverage. Confirm that monetization postbacks are flowing correctly. |
| 2. | What do I do if ROAS is below target? |
Review multi-day trends. If results consistently fall short, consider increasing the ROAS goal by around 10%, refreshing creatives, and confirming that monetization events are forwarding correctly. Make only one major adjustment at a time to maintain stability. |
| 3. | What do I do if ROAS is good but scale is low? | Only after stability is established, increase budget gradually, add new creative formats or variations, broaden geo or placement coverage, or increase the ROAS target slightly (e.g., 5–10%). |
| 4. | How often should adjustments be made during optimization? | Avoid making adjustments more often than every 5–7 days. Each change needs a sufficient observation window to determine its true impact. |
| 5. | What optimization lever should I pull first? (budget, ROAS goal, creatives, sources) |
Assuming we start with comprehensive post back data verification (ensure all relevant postbacks are functioning), then follow this optimization order:
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| 6. | How do I scale a stable ROAS campaign? |
Increase budget in controlled increments, add new creatives weekly, broaden geo or placement coverage, and raise the ROAS goal modestly if the campaign consistently exceeds expectations. Scaling works best when applied gradually. |
| 7. | What is the safest way to raise the ROAS goal? |
Raise the goal by a small amount, typically 5–10%, and allow several days to assess impact. If spending drops sharply or performance becomes unstable, roll back the adjustment. |
| 8. | Does ROAS optimization differ between IAA, IAP, and hybird ROAS? |
Yes. IAP and Hybrid ROAS generate clearer monetization signals, which improve optimization stability. Apps that rely heavily on IAA often require more install volume and longer observation windows due to generally slower revenue accumulation. |
| 9. | How do ROAS expectations vary between regions (e.g. US, EU, LATAM, APAC)? |
Regional differences in CPMs, user value, and install costs affect ROAS performance. Higher-cost regions typically require more conservative early-stage ROAS targets, while lower-cost regions may scale more quickly but may vary more in user quality. |
| 10. | Why did performance suddenly drop? |
Possible causes include creative fatigue, shifts in traffic distribution, budget changes, ROAS target adjustments, data delays, or fluctuations in user value. Review each factor systematically over several days before making changes. |
| 11. | Why can’t I achieve my target ROAS no matter what changes I make? |
The ROAS goal may be above what your app’s monetization model or current creative quality can support. Lower the target gradually, refresh creatives, ensure accurate data flow, and evaluate performance across a longer multi-day window. |
| 12. | Should I restart a campaign if performance is bad? |
Restarting is only recommended if initial settings were incorrect or key data was missing. In most cases, optimizing within the existing campaign is preferable to preserve historical learning. |
| 13. | How do I improve retention? |
To improve retention, increase the ROAS goal by ~10% and monitor for a week to see how ROAS and retention perform and optimize. |
To learn more about frequently asked questions related Target ROAS: