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Where growth is stuck
Your ROAS stays too low
Campaigns look fine one by one, but the total does not pay back. Adding budget adds cost faster than revenue.
Where it usually comes from
- Too many campaigns splitting one budget, so none of them gets enough conversions to learn a ROAS goal.
- A goal that misses part of the money. In a game that earns from ads, a purchases-only goal finds the wrong players.
- Users who leave before they pay back, bought by campaigns that were judged on day 1.
Check these three first
- How many campaigns share your budget, and does each one get enough conversions to learn?
- Does your ROAS goal count all revenue: purchases, subscriptions and ad revenue?
- How much of today's spend buys users who leave before they pay back?
Proof: Tremex Games, Cooking Rage
47.1% to 66.3%
Google D30 ROAS, September vs October 2024, after cutting 16 spending campaigns to 4. The budget was smaller in October. See the case
Read more: When your ROAS looks great, you are probably underspending