A subscription app · B2C · Aperture client
Move ad money from Meta to Google when Meta costs jump
Google still 2x+ profitable while Meta costs rose; aim for balanced spend
Workedpaid-searchpaid-social
What they did
When Meta costs rose dramatically over summer 2023, the client routed money to Google, which remained more than 2x profitable, expecting to shift some back later. Long-term goal is an equilibrium with large shares on several channels rather than 95% in one.
What happened
Google stayed more than 2x profitable; the balanced approach 'has been performing pretty well'.
- Effort
- Summer 2023 reallocation
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“So at the moment with one of our companies, for example, our Meta costs have gone up dramatically over the summer, but we're still more than 2x profitable on Google. So just funneling money over there at the moment.”
“We don't want to just have like 95% of budget in one place and 5% somewhere.”
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