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Mobile App Advertising: Day 1 Bidding Strategies

  • Updated

When running mobile app install campaigns, choosing the right bidding strategy can make or break your acquisition efforts. Int his guide, we'll cover two powerful Day 1 optimization approaches that help you target high-value users from the moment you install your app.

 

Strategy 1: Day 1 Target ROAS

What is Day 1 Target ROAS? Day 1 ROAS (Return on Ad Spend) calculates the revenue earned within 24 hours after a user installs the app, relative to the ad spend to acquire them. It uses post-install events like in-app purchases (IAP) or in-app ad impressions (IAA) to help the algorithm target high-value users quickly.

🧠 Who Should Use It?

This is ideal for:

  • Mobile games monetizing through ad revenue (IAA) and ad purchase (IAP).
     
  • Games that generate value shortly after install.
     
  • App developers with event postback and revenue tracking enabled.

🔧 How to Enable It:

  1. Campaign Objective: Choose ‘App Install.’
     
  2. Optimization Goal: In your ad set, select ‘Conversion Value’.
     
  3. Bid Type: Once 20+ app_purchase or app_in_app_ad_impr conversions (with value) are tracked in the last 14 days, ‘Day 1 Target ROAS’ will unlock.
     
  4. Create Ad Set: Set a Day 1 ROAS goal (e.g., 10% = $0.10 in revenue per $1 spent).

✅ Suggested Events:

Focus on events that deliver cohort-level monetized value within 24 hours of installation.

  • IAA-focused games: Use app_in_app_ad_impr – best for hyper-casual games or casual games that rely on early ad views.
     
  • IAP-focused games: Use app_purchase – if purchases happen quickly post-install (not ideal for delayed monetization).

🎯 Example Scenario:

  • Hyper-casual puzzle game: Monetized via ad views — use app_in_app_ad_impr. Set D1 ROAS goal to 15%, track how many users generate ad revenue within the first day.
     

💡Pro Tip: Set daily budget at 10x the CPA and at least $150/day to exit cold start. You may switch between Day 1 Target ROAS and Day 1 Max Conversion Value depending on performance.

 

 

Strategy 2: Day 1 Max Conversion Value

What is Day 1 Max Conversion Value? This strategy maximizes total conversion value (not ROAS) generated within 24 hours. It targets users most likely to take high-value actions right after install or ad interaction.

🧠 Who Should Use It?

Best for:

  • Mobile games with measurable early value but no clear ROAS target yet.
     
  • Advertisers who want to scale faster than Day 1 Target ROAS allows.

🔧 How to Enable It:

  1. Campaign Objective: Select ‘App Install.’
     
  2. Optimization Goal: In your ad set, select ‘Conversion Value’.
     
  3. Bid Type: You can select 'Day 1 Max Conversion Value' once tracking and postbacks are properly configured.

✅ Suggested Events:

Pick events that provide high value within 24 hours, even if not direct purchases.

  • Mobile Games (IAA): app_in_app_ad_impr (earliest monetization point for games that show ads).
     
  • Mobile Games (IAP): make_purchase — useful proxies for strong engagement leading to value.
     

🎯 Example Scenarios:

  • Word Game with IAA: Run Day 1 Max Conversion Value if D1 Target ROAS isn’t spending. Optimize toward ad impression value.
     

💡Pro Tip: Set daily budget at 10x the CPA and at least $150/day to exit cold start. You may switch between Day 1 Target ROAS and Day 1 Max Conversion Value depending on performance.

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