Practitioner pattern · Marcus Burke (Sells Meta ads consulting to subscription apps and plans a paid Meta ads email course)
Start with one Meta campaign and one ad set; split only as spend grows
Keeps each campaign above SKAN's 88-installs-a-day threshold so Meta sees trials
Workedpaid-social
What they did
Run one campaign with one ad set rather than e.g. 10 campaigns x 50 ad sets, so all signal trains one algorithm. Add only the splits you need (e.g. by country, since the US is worth more than Brazil). Add campaigns/ad sets as spend grows. This also helps pass the SKAN 3 privacy threshold of 88 installs per day per SKAN campaign ID (Meta may create hidden IDs per placement). Don't layer interest targeting.
What happened
More postbacks pass privacy thresholds so Meta can optimize on trials.
- Stage
- growth
In their words
Sub Club by RevenueCat · Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant“if you just run one campaign with one ad set in it, all that data will be used to basically fine-tune targeting for you.”
“So, yeah, try to start very consolidated. And then as you're adding spend, you can add additional campaigns and ad sets based on the levels that you want to target separately.”
“because you need to reach 88 installs per day per SKAN campaign ID.”
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