Best practices for Smart+ App Campaigns

The following best practices can help you get the most out of your Smart+ App Campaigns.

Tips for getting started with Smart+ App Campaigns

• Campaign duration: Allow Smart+ to run for at least 7 days to pass the Learning Phase (up to 50 conversion events). Try to avoid pausing or changing the campaign.

• Campaign budget and bidding:

  • Cost Cap bidding strategy (recommended for Smart+ Android; Smart+ iOS Cost Cap campaigns will be coming soon.):

    • Budget: We recommend adding more than 3 times your usual daily campaign budget or at least 30 times your target CPA.

    • Target CPA: We recommend using your historical CPA over the last 14 days.

  • Maximum Delivery bidding strategy:

    • Budget: We recommend starting with a daily budget of at least 10 times your historical CPA.

• Creative volume: We suggest adding a minimum of 4 to 6 creative assets during campaign creation to ensure ad iteration.

• Multilingual creative tool: We recommend keeping the default setting for the multilingual creative tool on to help improve creative relevancy and performance, even for single market campaigns.

Tips for maintaining with Smart+ App Campaigns

Note: Make sure your campaign has passed the 7 days of the Learning Phase.

• Check for campaign fatigue. Strong indicators of campaign fatigue include:

  • Campaign CPA increasing in the past 2 days.

  • Campaign CPA exceeding the average CPA in the first 2 days by more than 2 times the average CPA.

• Campaign edits:

  • Add more creatives to support new ads generation.

  • Increase budget to support the exploration of new ads. Try to maintain the same creative to budget ratio.

  • Observe for performance improvement after at least 3 days.

• Relaunch your Smart+ App Campaign: We recommend considering this only if the suggested campaign edits do not improve performance. When running multiple Smart+ Campaigns, make sure to use different setups for targeting or creatives.

Tips for evaluating the performance of your Smart+ App Android Cost Cap campaigns

• Cost Cap bid: Make sure that you set a reasonable value, using the historical CPA from the last 14 days as a benchmark. A low bid value will lead to insufficient delivery.

• Bidding ratio: Review your campaign performance, including bidding ratio (real CPA / bid value), after waiting at least 7 days for delayed conversion postback.

• Budget consumption rate: We don't recommend evaluating Cost Cap campaign performance with budget consumption rate because it can be influenced by many factors and may not directly reflect campaign performance. When comparing performance between two Smart+ Android Cost Cap campaigns, you can use budget consumption rate as a performance indicator only when the settings, such as budget, bid, audience targeting, creatives, and campaign start/stop times are exactly the same.

• Reasonable methods to compare Smart+ Cost Cap campaigns with Maximum Delivery campaigns: To effectively evaluate the performance of Smart+ Android Cost Cap campaigns against Maximum Delivery campaigns, we recommend primarily looking at post-campaign metrics, such as: spending amount, real CPA, conversion volume, and bidding ratio (real CPA/bid value). For example:

  • When the spending levels of Cost Cap and Maximum Delivery campaigns are the same, the Cost Cap campaign is expected to achieve a lower CPA and a higher conversion volume.

  • When the CPA is at the same level for both Cost Cap and Maximum Delivery campaigns, the Cost Cap campaign is expected to have a higher spending amount and get a greater conversion volume.