Practitioner pattern · Thomas Petit (Sells consulting services and runs a paid signal-engineering workshop at App Growth Annual; works with Voyantis)
Tell Meta to value some users more or less instead of excluding them
Keeps cheap under-25 reach instead of cutting it; no numbers given
Unknownpaid-social
What they did
Meta's value rules (formerly bid multiplier, now out of beta) let you weight segments: e.g. +20% for Google Pixel or newest Samsung Galaxy (5-10% of Android, convert like iPhones), don't show ads to very old Android versions, value under-25s ~30% lower instead of excluding everyone under 25. Guest combines this with qualified-trial filtering ('hammer from both sides').
“I could tell Facebook, "Oh, when you're seeing one of those Google Pixel, straight assign 20% plus than any other users, because I know they're going to convert easier, they're going to renew longer,"”
“For a very long time, the solution was, okay, stop advertising to people below 25, and then I don't have this problem anymore. I was like, but I'm actually missing out on something”
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More from this episode
- Check that Meta and Google receive the same event counts as your own analyticsGaps of 30-50% are common; fix anything above 10% before touching ads
- Send trial starts, direct purchases, trial conversions and renewals as separate eventsDefault SDK mapping often lumps them all into one event; guest says fix it first
- Send ad networks only the trials likely to pay, as their own eventGuest's go-to first step when paid trial quality lags; no numbers given
- Report each user's expected value at month 13, not what they paid on day oneGuest's main advanced lever; no numbers given
- Look up each conversion's value from a server so you can change it without a releaseAvoids app releases for every price or currency change; says it makes a big difference
- Send your conversion signal within a day, waiting a few hours to see early useVoyantis showed timing matters; guest says signals after 24 hours are nearly useless
- Keep at least 10 conversion events per campaign per day before filteringUnder ~10/day optimization breaks; well above it, fewer better events win
- Report low-value users as worth less and high-value users as worth morePushes delivery toward top users but hides true ROAS; has backfired when overdone
- Send every event to every ad network, then pick a different signal for each
- Compare the value you report with real revenue by country, not just in total
- Send Google only the trials that look likely to payGoogle trials converted at ~15% vs ~40% elsewhere; the fix moved the needle
- Count a business user's yearly plan as worth 5 weekly consumer plansWorked at first; went stale after 18 months of price changes and needed fixing
- Change which events you send to ad networks, even as a young appBig uplift per the guest; details saved for a blog post
- Put all spend behind one channel and one optimization signalGrew from 0 to eight figures in two years, then had no fallback when it broke
- Voyantis: Let a signal specialist filter and send your ad events, and test itOne of two tests looks good, the other doesn't; not conclusive
- Tell ad networks which users reported high anxiety, since they pay far more
- Treat users who rush a 30-screen onboarding in under a minute as low valueHeld for one app; another app found its fastest finishers were its best users
- Change what you report as user value when cash matters more than long-term LTV
- Sell $5-10 top-up credits on top of subscription tiers
- Send buyers to web checkout once the store fee jumps from 15% to 30%Works for them, per the guest; no numbers
- Report a $1 value for non-payers who look likely to stick around
- Report your biggest spenders as mid-value so Meta doesn't stop early