two & a half gamers

🔥 The Art of Scaling Applovin UA & Admon: A Deep dive

9 snips
May 29, 2025
Guest
Alexis Lejeune
Alexis Lejeune, an ex-AppLovin UA advisor, shares his expertise in mobile game growth and monetization. He delves into the intricacies of AppLovin's Axon2 technology, emphasizing its role in user acquisition. The conversation reveals the importance of selecting the right ROAS model and the challenges of creative testing. Alexis stresses the need for tailored campaign goals by geography and the strategic use of playables to engage users effectively. His insights unveil how to optimize budgets and refresh creatives to maximize mobile app monetization.
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ADVICE

Use D0, D7, and D28 ROAS Together

  • Run multiple ROAS campaigns targeting D0, D7, and D28 windows together to capture different user profiles.
  • Longer attribution windows like D28 attract higher quality users with better long-term ROAS and retention.
ADVICE

Optimize Patience and Focus Beyond CPI

  • Avoid obsessing over CPI; focus on meeting your campaign profitability goals instead.
  • Do not change campaign ROAS goals too frequently; wait 10-14 days for D28 campaigns to properly calibrate.
ADVICE

Restart Dying Campaigns Slowly

  • If a campaign dies, lower ROAS goals drastically (even to 5%) to restart spending and flush learnings.
  • Gradually raise goals by 10-15% increments over days to weeks to stabilize performance.
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