MagicLab
Driving KPI success with Smart+ & IAA optimization
The objective
Increasing IAA revenue with CPI control
MagicLab aimed to elevate their iOS performance marketing through TikTok’s latest Smart+ AI-powered solution. Following the launch of That’s My Seat – Logic Puzzle in the EU market, the team partnered with AppsFlyer, a TikTok Mobile Measurement Partner, to accurately track Day 0 ad revenue throughout the campaign. They implemented Smart+ iOS Day-0 Target ROAS bidding with IAA Value-Based Optimization to maximize ad revenue while maintaining acquisition costs.
The goal was to identify new monetization opportunities in the early user lifecycle and scale campaigns with smarter, automated bidding, ultimately achieving sustainable and profitable growth through TikTok’s performance suite.
The solution
Testing a new Smart+ optimization feature with IAA VBO & D0 tROAS
As part of its ongoing optimization strategy, MagicLab leveraged TikTok Smart+ iOS Day-0 tROAS bidding combined with IAA Value-Based Optimization to capture ad revenue signals earlier in the user journey, and improve campaign efficiency. This approach allowed the team to optimize early-stage returns, strengthen revenue-driven targeting, and align spend with long-term profitability goals.
By utilizing Smart+ automation, MagicLab streamlined campaign management, dynamically adjusted bids based on ad revenue potential, and improved audience targeting precision. The integration of Day-0 tROAS bidding enabled faster feedback loops, allowing the Smart+ to learn and react to performance signals in real time — maximizing both efficiency and return on spend.
The results
Increase in app ad revenue
Smart+ iOS with IAA VBO and Day-0 tROAS outperformed expectations across every KPI, unlocking early monetization gains and enabling scalable user growth for MagicLab’s puzzle title That’s My Seat – Logic Puzzle.
100% KPI achievement, confirming the effectiveness of Smart+ Target ROAS bidding.
+50% higher ROAS vs Highest Value, proving that early revenue-based optimization delivers stronger efficiency.
Healthy ROAS Bid Ratio, ensuring sustainable performance and reliable campaign scaling.
These results validated MagicLab’s decision to integrate Smart+ as a core part of its iOS performance strategy. By optimizing for Day-0 ad revenue through IAA VBO, MagicLab was able to balance scale with profitability, building a sustainable growth engine on TikTok.
Thank you for generating such a new campaign optimization type for iOS. Smart+ with Day-0 tROAS and IAA VBO has proven to be a breakthrough for us, delivering both stronger ROAS and healthier bidding efficiency. It’s really promising, and we’d like to scale even more with this campaign. For us, Smart+ is not just a feature — it’s now a key part of our growth strategy.