Optimise and scale
For: Advertisers and media buyers with at least one week of campaign data.
Once a campaign has run for about a week, you have enough data to improve it. Optimise first, then scale what works.
1. When a campaign is ready to scale
Scale a campaign when all of these are true:
- ✅ It has run for at least 7 days
- ✅ Its CPA in the Cohort view is at or below your target
- ✅ It spends most of its daily budget each day
- ✅ At least one creative clearly outperforms the others
If CPA is above target, optimise before you scale.
2. Optimise
Work through these in order. Change one thing, wait 2–3 days, then check again.
| Lever | What to do |
|---|---|
| Creatives | Pause the weakest sets. Add 2–3 new ones based on your best performer: same offer, new visual or message |
| Offer | If every creative has a high CPA, the offer may be the problem. Test a different bonus or promotion |
| Landing page | If CTR is good but registrations are low, test a different pre-lander template or a shorter form |
| Geos | Split out geos with very different CPAs into their own campaigns, so each can have its own bid |
| Bid | If CPA is well below target but volume is low, raise the bid by 10–20% |
3. Scale
- Raise the daily budget gradually, about 20–30% every 2–3 days. Large jumps can reset learning.
- Keep the budget at about 100× your bid. If you raise the bid, raise the budget too.
- Add geos in new campaigns, rather than adding them to a campaign that works, so you can compare results.
- Try a second ad format with the same offer. Formats reach different players.
- Keep your wallet ahead of spend. Ask your Account Manager to top up before you raise budgets.
4. Move to a deeper goal
When your Register campaigns are stable, move closer to revenue:
- Make sure deposits are tracked through S2S or Partner Postback (Connect tracking).
- Create a new campaign with FTD as the target event.
- Use Audience to retarget players who registered but did not deposit. See Audience → Segments.
See also: FAQ