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SuperShredder
Active Member
Anyone here running Google Ads app campaigns / tROAS on IAA games and seeing a recurring pattern at the beginning of each new month?
I’m not only referring to the "normal" daily budget overspends, which is almost a given with Google Ads...
What I’m seeing is almost exactly at the start of a new month, the entire upper funnel seems to shift, with a pretty noticeable CVR crash in particular, which then impacts overall campaign efficiency and ROAS.
It feels less like simple pacing and more like Google is changing traffic mix / auction behavior / targeting allocation in some way within their shiny black-box.
Curious if anyone else experience something similar ?
I’m not only referring to the "normal" daily budget overspends, which is almost a given with Google Ads...
What I’m seeing is almost exactly at the start of a new month, the entire upper funnel seems to shift, with a pretty noticeable CVR crash in particular, which then impacts overall campaign efficiency and ROAS.
It feels less like simple pacing and more like Google is changing traffic mix / auction behavior / targeting allocation in some way within their shiny black-box.
Curious if anyone else experience something similar ?
- If yes, how do you interpret it budget resets, broader inventory exploration, stronger auction competition, month-start pacing logic, or something else?
- Also curious whether you see it more strongly on app campaigns optimized toward tROAS / max value, especially for IAA-driven appsl.