Practitioner pattern · Marcus Burke (Sells Meta ads consulting to subscription apps and plans a paid Meta ads email course)
Test new ads in a separate campaign, in your cheapest real market
Protects the main campaign from resets; results carry over better
Workedpaid-socialexperimentation
What they did
Never upload untested creatives into the scaled campaign: any change resets the learning phase and causes swings. Run a separate testing campaign that mirrors the scale setup: same optimization event (trial, not install) and one of your live core markets (the cheapest of them), not cheap unrelated markets like Thailand or Mexico where nobody knows the brand. Move only proven winners into the scale campaign. Fewer, more deliberate creative bets than pre-ATT.
What happened
More expensive than install-optimized tests in cheap markets, but results port over to the scale campaign more reliably.
- Stage
- scale
In their words
Sub Club by RevenueCat · Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant“always test your creatives in a separate campaign, not in the one that you're scaling and that is running smoothly, because it will interrupt them and things can go wrong.”
“if my scale campaign is optimizing for trials, and I have 10 core markets that I usually advertise in, then my testing campaign is going to run in the cheapest of those markets, but in the ones that I'm also live in, and it's also going to optimize for a trial.”
“It's going to be more expensive, but then results are just going to be easier to port over to my scale campaign.”
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