Practitioner pattern · Alper Taner
Keep the US out of campaigns with smaller countries; group countries by cost or value
Unknownpaid-socialmarket-selection
What they did
Never mix the US with smaller (e.g. European) countries: there's ~90% chance at least 70% of spend goes to the US. Group countries by CAC or LTV depending on what you optimize for, and pull any dominating country into its own campaign so smaller countries with good CAC/ROAS can actually scale.
In their words
Sub Club by RevenueCat · Creative Misfires, False Positives, and Meta's Auction Flaws — Alper Taner, Stealth-Mode App Studio“For example, if you put the US with all the other smaller, let's say European countries, there's a 90% chance that at least 70% of the spend will go to US because of its size and everything.”
“You should always tier by CAC or LTV depending on what you're optimizing towards and ideally, without those dominating variables.”
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