Modern UA success relies on high-volume creative iteration and feeding platform algorithms precise, high-quality event data rather than broad targeting.
To optimize algorithmic performance, Meta requires a minimum of 10 events per week, while Google and AppLovin require 10 to 15 unique events per day.
UA teams should maintain a ratio of five motion designers per one UA manager and produce 15 to 30 new creatives per month during scaling phases.
Avoid sending low-value ad revenue data as 'Purchase' events, as this misleads algorithms into prioritizing low-quality traffic over high-value in-app purchasers.
Evaluate Meta creative performance using Hook Rate (3-second plays/impressions) and Hold Rate (ThruPlays/impressions) to move beyond standard KPIs.
Accelerating creative fatigue necessitates weekly refreshes of top-performing assets and the use of channel-specific creative styles rather than cross-platform mirroring.
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