About Event Count for App Event Optimization

There are two App Event Optimization (AEO) solutions that differ in the way they optimize and measure purchase event conversions. The two solutions include:

• AEO Once

• AEO Every, only available for Android

Besides the event count settings, the two solutions share basic product structures and best practices.

Cost Per Purchase and Return on Ad Spend (ROAS) are the primary KPIs by which AEO Every and Once performance should be measured

Event Count Once

AEO Once optimizes and measures based on a single purchase event per person, and finds people likely to make at least a single purchase. Once attributes the unique first purchase of that person back to the campaign even if the person goes on to make more than one purchase. This solution is best suited for app monetization models that rely on a single purchase event and for whom multiple purchases in a short window are not relevant.

Say a Utility App runs an AEO Once campaign and acquires User A. User A goes on to make only one purchase, signing up for their utility service. This unique purchase is reported and factored into the total Cost Per Purchase and Return on Ad Spend (ROAS) for that campaign. However, if User A went on to make any additional purchases, they would not be factored into the total Cost Per Purchase and ROAS for that campaign.

Event Count Every

AEO Every optimizes and measures based on multiple purchase events per person. It finds people who are likely to make more than one purchase and will attribute all purchases made by that person back to the campaign within a 7-day window. This is best suited for app monetization models that rely on multiple purchase events per person. This is particularly relevant for gaming apps, including social casinos, sports betting, and casual genres. Non-gaming apps can also benefit from this solution, including food delivery, dating or lifestyle, and eCommerce.

Say the Social Casino App runs an AEO Every campaign and acquires User B. User B goes on to make 3 purchases, all sports bets. All 3 purchases are reported and factored into the total Cost Per Purchase and ROAS for that campaign.

Note: AEO Every is only available for Android In-App Event campaigns optimizing for purchase events with either bid strategy for an App Install objective. The placement can be on TikTok or Pangle.