Practitioner pattern · Alper Taner
Use MMP data to compare ads, but switch channels off to see what they really add
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What they did
Use in-app analytics for paywall tests and the MMP for creative comparisons, but not for channel budget decisions (e.g. Google UAC looks cheap because much of it is brand search). Below ~$100K/month, don't worry much about incrementality; above ~$500K/month use MMM, geo-lift, holdout and blackout tests. If you can afford it at any size, simply switch a channel off and watch the outcome. On UAC, check whether you bid on Firebase or MMP events, optimize for a lower-funnel event, and test excluding the brand keyword. Cross-check MMP vs Meta vs App Store Connect/custom product page data.
In their words
Sub Club by RevenueCat · Creative Misfires, False Positives, and Meta's Auction Flaws — Alper Taner, Stealth-Mode App Studio“Let's say if you can afford to turn off the channel, regardless of your size, let's put it this way, if you can afford, just do it.”
“Are you still optimizing towards an install or are you optimizing towards a lower funnel and have you tested excluding your brand keyword?”
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