Scaling for Learning Thresholds: Options

[Grow&Tonic]

Could you help us? We have a dilemma: a Freemium game where LTV comes from long-term engagement and repeated IAPs, which often happens after D7. As you know, the META Ads D7 window only captures this part on 7 days for learning, so with the current budget, it’s hard for us to hit ~50 purchases per week (we're around 40). That means there isn't enough signal to optimize or scale properly, and it also blocks upgrade info from reaching D28-focused networks like AppLovin or Moloco.

Constraints:

• 1. Increasing the daily budget is not currently viable
• 2. Optimizing toward near proxy events instead of purchases is not preferred at this stage

Given this context, how can we generate enough high-quality signal to optimize and unlock scale?
Are there other options, or do all go through the ones above? Keep in mind, no IAA for the app.

Thank you

Extra question: Is it recommended to allocate more budget for 7 days to reach the threshold and then reduce it later, or is it not worth it? We were told that if we do so, the campaign won’t carry those learnings to a smaller budget level, as it was never calibrated for it (but rather for the pace needed to reach 50 events).

 

[davamosk]

if you're just 10 purchases away from the recommended 50/week, I would try to scale budget as the first option but as you said, not to decrease later because the campaign will still go into "learning limited" status after decreasing it

You are not leaving other options on the table besides creative optimization until you reach a really low CPI/CAC. If you can only optimize towards the purchase event, then you must adapt your setup to the conditions of that event - otherwise you won't have a good performance

 

[Grow&Tonic]

Thanks, @davamosk !