The Solution

ABI Studio uncovered valuable user segments with AppDiscovery by running multiple campaign types

ABI Studio’s UA strategy initially centered on an Ad ROAS campaign targeting users likely to generate ad revenue. After introducing IAPs in Wood Nuts & Bolts Puzzle, ABI Studio used AppDiscovery to test several campaign types to uncover new, complementary user segments.

They launched a Blended ROAS campaign targeting users who’d generate revenue either by making in-app purchases, engaging with ads, or both. In its second week, the campaign’s payer rate was already 7x that of the Ad ROAS campaign.¹ The Blended ROAS campaign also improved overall ROAS, delivering 20% higher D7 ROAS compared to the Ad ROAS campaign.² ABI Studio noticed a large increase in the ratio of in-app purchase revenue as well as an increase in growth rate, prompting them to shift more budget to the Blended ROAS campaign.

Next, they launched a Cost Per Event (CPE) campaign targeting users who would reach a certain level in the game. This campaign significantly improved retention — to more than double the rate of the Blended ROAS campaign and 4x that of the Ad ROAS campaign.³ They also launched an IAP ROAS campaign that delivered a payer rate more than 80x that of the Ad ROAS campaign, significantly boosting the number of users who make in-app purchases.⁴

The Ad ROAS campaign, meanwhile, continued to deliver substantial scale and the highest initial ROAS of ABI Studio’s campaigns — 19% higher D0 ROAS than their other campaigns.⁵

To inform their AppDiscovery campaigns’ goals, ABI Studio leveraged MAX features such as the Cohort Report to analyze retention rates and revenue per install. This ensured they were setting ambitious, achievable goals that would guide AppDiscovery’s AI in optimizing for maximum returns. ABI Studio partnered closely with their AppLovin growth expert to monitor performance and optimize their UA budget allocation across campaigns.