FaithFull · B2C · calorie tracker for Christians
Test Meta ads on Android first; move only lasting winners to iPhone
After 8 months, the iPhone campaign hit ~90% day-one ROAS and outearns Android
Workedpaid-socialexperimentation
What they did
Runs creative testing campaigns on Android, where events arrive immediately (cost per install, registration, checkout). Winners go into a single long-lived Android scaling campaign that builds purchase history; new winners are tested against the current champion and switched off if they lose. Only ads that hold up over time are moved into a single iOS SKAN campaign, because SKAN data arrives late and testing there would need ~$1,000/day. Started at $50-100/day, scaled to $150/day once purchases came.
What happened
First working SKAN campaign after ~8 months: ~90% day-one ROAS, 100+ installs and ~10 purchases a day, better revenue than Android
- Stage
- Launch (Launch to month 8)
- Effort
- ~8 months, hundreds of ad variations, $50-150/day
This shipped together with other changes, so the result can't be credited to this alone.
“we do all of our creative testing on Android, we promote the winners into a scaling campaign on Android”
“we'll test uh the winning ads against the current winner, and we'll just see if they beat it or not. If they don't, we'll turn them off.”
“what I'm finding is the Apple campaign with our best-performing ad is is getting like way better revenue than the Android campaign”
Related topics
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