How to audit an advertising campaign for User Acquisition?

It's great if you have a mobile app. It's even better if you've have some success with it and are ready to scale - but how do you assess whether your results are really good enough to contact an agency?

We get a wide array of clients, both in terms of volume and product specifics. However, we don't end up working with all of them. After analyzing 10 clients, we only connect with 1 or 2. Why? The main secret is that not all profitable products can be scaled. To understand if your marketing is good, you need to perform deeper analytics.

When conducting analytics for incoming clients, the first thing we do is sign an NDA. Many companies are sensitive to the transfer of data about their advertising activities and this document helps to decide whether or not to trust an agency.

There are several ways you can communicate information about your advertising campaigns to an agency:
1. Grant guest access.
2. Upload the required information in table format.
3. Provide information in the form of screenshots.
For operational work, the first option is most convenient.

In addition to Facebook ads manager, you need access to the MMP service to obtain data on cohort analysis and forecasting the project's economy.

For projects with a short lifespan, a cohort analysis is not required. Take hyper casual games, for example.
Based on the data obtained, it's necessary to form an understanding of the predictive model coefficient and the flight curve for the last three months.

One important point is to compare the analytics data of Facebook ads and MMP services. Discrepancies can lead to incorrect assessment of results. The larger the budget, the more tangible the consequences of an incorrectly-built model can be.
Next, let's move on to the analysis of advertising campaigns. If there are positive ones among them, great. If not, go down to the AdSet level and look for positive groups there. If there are none, we need to search for an ad that works well.

After the analysis is done, we can get three different scenarios:
1. There are no high ROAS campaigns. A logical question arises - why did the client then think that he was making a profit? This is most often due to the accounting of organic traffic in the total revenue.
2. There are campaigns with high ROAS, but there are also those that don't work profitably.
3. All campaigns have high ROAS.

The second option is the most common. In this case, we need to understand if there is room for further growth. Based on our experience, we can understand how you can optimize your campaign and bring higher performance. In some cases, a non-optimal scaling strategy was chosen, sometimes you need to use more trendy creatives, and sometimes you need to choose a more relevant audience. After detailed optimization, ROAS grows.

Now you know how we analyze ad campaigns. Do you want to work with professionals? Contact us!

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