Scaling paid social channels for user acquisition

After diligently working on this project for numerous months, I have successfully acquired over 1.6 million users within the past 20 months. To provide you with a comprehensive understanding of my growth methodology, I have outlined the project's significant milestones. This information will enable you to evaluate how my skillset can contribute to your business objectives.

The Facebook ads engine relies on accurate and timely data to scale. However, due to iOS 14 system updates, advertisers may lose access to this essential data. In response, I utilized data from our CRM that users willingly shared and passed it back to Facebook using their Conversions API (cAPI). This approach required:

Knowledge of the appropriate parameters for postback

Monitoring the quality and quantity of data postback

Batching the postback according to your business requirements

In the gaming industry, achieving breakeven is essential. Platforms are paid upfront to acquire users, and businesses strive to recover the cost from users over a certain period. When faced with users who fail to achieve breakeven, I reassessed our user acquisition strategy by analyzing targetings, bidding strategies, optimization events, data postback accuracy, and creative content. By optimizing for value, I ensured a specific ROAS within the initial days of user acquisition.

Successful Strategies:

Self-serve platforms excel when optimized for value, as their ad engines possess extensive information on users' spending habits within a specific app category. Through rigorous testing, I enabled the ad engine AI to identify and acquire the ideal users. Additionally, I targeted users who exhibited online behaviors consistent with those of our app's prospective users.

Requirements:

A deep understanding of user behavior, both online and offline

Technical expertise to establish efficient postback and troubleshoot issues, as cAPI can frequently malfunction

Data expertise to identify benchmarks for forecasting future revenue and converting them into relevant parameters for the ad engine AI

As prospective users began consuming content on Instagram Reels, I modified our ad content strategy to make it Reels-friendly.

Effective Approaches:

Influencer Creatives: User Generated Content-style creatives performed exceptionally well on Reels.

Memes