Practitioner pattern · Thomas Petit (Sells consulting services and runs a paid signal-engineering workshop at App Growth Annual; works with Voyantis)
Report low-value users as worth less and high-value users as worth more
Pushes delivery toward top users but hides true ROAS; has backfired when overdone
Mixedpaid-socialanalytics-attribution
What they did
E.g. report $5 users as $3 and $50 users as $100 to steer the network harder toward valuable users. Trade-offs: in-platform ROAS becomes unreadable, so read ROAS internally; pushing too far makes delivery swing to extremes. Guest has made mistakes doing it.
What happened
Guest uses it often but warns it can derail campaigns if pushed too far.
“So, let's say, let's simplify the situation, I've got users worth $5, and I've got users worth $50. What I'm going to tell the platform is that these $5 are actually three, but that this $50 is actually 100”
“The trick here is that it makes that I can't really read the value anymore in the platform. I can't read my ROAS on Facebook, because it's all faked.”
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