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??AppsFlyer??????????????????????Apple Search Ads?ASA????????????????????????????????Facebook?Google Ads???????iOS???????????????????????????????????????????????????????????????????????????????????????????????????????????ASA?????????? ??????????????????????ASA?????ROI??????????????????????Apple Search Ads??????????????????Apple Search Ads???CPT?????????????????????????????????????????????UAC??Facebook Ads??????CPI??????????????????????
?????Apple Search Ads???????????????????????????????????????????????????????????????????????????????iOS???????????????????Apple Search Ads????????????????
???????????????ASA???????????????
1?CPA Goal
???????????????ASA????????????????CPI??CPA????????????????????????A?acquisition??I???install???????????????????????
??????????????????????LTV??????????????????????????
?????????????????iOS???LTV?6????Apple Search Ads???????????????CPT?????????CPA Goal???????????????????????????????????????????????????????CPA???????????????????????
??????????????CPT??????????LTV?30%????????Apple Search Ads????30%?????????????????????????????????????????????????????????LTV????6???30%????2?????
2?Campaign??
Apple Search Ads??????????campaigns?ad gourps?
????????4????campaigns?
???????????????????????????????????????????????????????????????campaigns??????70%????????????????????????ROAS???????????????????????????????????????????????????????????????????????????????????
??????????/??????????????????????????????????????????
??????????????????????????????????????????????????????????????????
????????????????????????????????????????????????
??????campaigns???????????????????????PVP Shooter????pvp shooter?shooting games pvp??shooting pvp???????????????????????
??????????????????????MMP???????????????????????
3??????Match Type?
?????????????? ????????Broad Match???????Exact Match??????????????????????????????????????????????cooking game????????cooking game?cooking games?????????
???????????????????????????????shooter game??????????????????????????????????????action games??brawl stars?????????
?????????????????????????????????????????????????2????????????campaigns????????????????????????????????campaigns?????????????????????????????????????
???????????????Search Match???????????????????????????????????????????????????????????????????????
??????????????????ASA?????ROI??????????????????????Apple Search Ads??????????????????Apple Search Ads???CPT?????????????????????????????????????????????UAC??Facebook Ads??????CPI??????????????????????
?????Apple Search Ads???????????????????????????????????????????????????????????????????????????????iOS???????????????????Apple Search Ads????????????????
???????????????ASA???????????????
4???
?????Apple Search Ads?????????????????????????????????campaigns?????????????????????????????LTV?ROAS????????????????????????Story Games-US-Female-19-24???????Story-Gmaes-US-Female-25-35???????????????campaigns????
5?????
Campaigns?????????????????????????????????????????????????????25%??20%????????????????????????????????????
?????????????????????????30%??????????ROAS??????????????????????????????????????????????????????????????????????????campaigns???????
6???ROAS
???????????????MMP??????LTV????????campaigns??????????????7??15???30??ROAS?
???7???????????????????7?ROAS??7?MMP?????????????7?ROAS?????????????????????????????????????????????????????????????????
?????????MMP???????????????????????????
7???
?????????MMP???????????????????
?????????????????MMP???????????????app???????????????????????1?????MMP???????LAT On????????????????????????????????
????????????ASA??????????????LAT On?????????campaigns????????????LAT On????5%???70%?????MMP???????70%????????????????
??????LAT On????????LAT Off????????????????????ASA?????????????????????LAT On????50%????????LAT???????50%????????????
?????????????LTA On???????ROAS?????????ROAS = ???? (1 + LAT RATE X 50%)) /???????
????????ROAS?????????????????????????
?/??
??????
???https://mp.weixin.qq.com/s/c9qEPwiEUYUnINRKmnomEA
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