AppGrowth Campaign Monitoring: Optimizing Performance at Every Stage

Summary

The article introduces Intelligent Monitoring, a feature that tags campaigns with one of three stages: Learning Phase (3-15 days), Learning Limited, or Stable Delivery. Each stage comes with specific optimization guidelines to accelerate stable performance. For Learning Phase, critical metrics include setting a daily budget of at least $100 for US and $50 for non-US (Target ROAS) or 10x the T-CPE goal (Target CPE).

ROAS goals should be set based on actual performance or regional benchmarks; CPE bids should be based on D0/D7 cost per unique user across channels. Full creative sets (horizontal/vertical videos, images, playables) are recommended to maximize placement coverage. Tips include gradually adjusting ROAS goals downward by 5-10% if spend is low, or increasing CPE bids by 10% every 2-3 days until volume improves.

Avoid budget reductions, removing high-performing creatives, narrow targeting, or prematurely raising ROAS/lowering CPE. For Learning Limited, maintain the same budget and avoid tightening goals. Stable Delivery indicates consistent performance, enabling budget increases and geographic expansion.

The overarching message is that Intelligent Monitoring empowers marketers to understand exactly where their campaigns stand and take precise actions to reach stable delivery and scale effectively.