Mobile App: Day 1 Bidding Strategies

When running mobile app install campaigns, choosing the right bidding strategy can make or break your acquisition efforts. In this guide, we'll cover two powerful Day 1 optimization approaches that help you target high-value users from the moment you install your app. Note that we also have Day 7 ROAS Optimization

Strategy 1: Day 1 Target ROAS

What is Day 1 Target ROAS? Day 1 ROAS (Return on Ad Spend) calculates the revenue earned within 24 hours after a user installs the app, relative to the ad spend to acquire them. It uses post-install events like in-app purchases (IAP) or in-app ad impressions (IAA) to help the algorithm target high-value users quickly.

🧠 Who Should Use It?

This is ideal for:

• Mobile games monetizing through ad revenue (IAA) and ad purchase (IAP).
   
• Games that generate value shortly after install.
   
• App developers with event postback and revenue tracking enabled.

🔧 How to Enable It:

1. Campaign Objective: Choose ‘App Install.’
    
2. Optimization Goal: In your ad set, select ‘Conversion Value’.
    
3. Bid Type: Create a new D1 target ROAS/Maximize Conversion value ad set only if your account has ≥20 unique app_purchase or app_in_app_ad_impr events with value in the last 15 days, each occurring >24 hours ago.
    
4. Create Ad Set: Set a Day 1 ROAS goal (e.g., 10% = $0.10 in revenue per $1 spent).

✅ Suggested Events:

Focus on events that deliver cohort-level monetized value within 24 hours of installation.

• IAA-focused games: Use app_in_app_ad_impr – best for hyper-casual games or casual games that rely on early ad views.
   
• IAP-focused games: Use app_purchase – if purchases happen quickly post-install (not ideal for delayed monetization).

🎯 Example Scenario:

• Hyper-casual puzzle game: Monetized via ad views — use app_in_app_ad_impr. Set D1 ROAS goal to 15%, track how many users generate ad revenue within the first day.
   

💡Pro Tip: Set daily budget at 10x the CPA and at least $150/day to exit cold start. You may switch between Day 1 Target ROAS and Day 1 Max Conversion Value depending on performance.

Strategy 2: Day 1 Max Conversion Value

What is Day 1 Max Conversion Value? This strategy maximizes total conversion value (not ROAS) generated within 24 hours. It targets users most likely to take high-value actions right after install or ad interaction.

🧠 Who Should Use It?

Best for:

• Mobile games with measurable early value but no clear ROAS target yet.
   
• Advertisers who want to scale faster than Day 1 Target ROAS allows.

🔧 How to Enable It:

1. Campaign Objective: Select ‘App Install.’
    
2. Optimization Goal: In your ad set, select ‘Conversion Value’.
    
3. Bid Type: You can select 'Day 1 Max Conversion Value' once tracking and postbacks are properly configured.

✅ Suggested Events:

Pick events that provide high value within 24 hours, even if not direct purchases.

• Mobile Games (IAA): app_in_app_ad_impr (earliest monetization point for games that show ads).
   
• Mobile Games (IAP): make_purchase — useful proxies for strong engagement leading to value.
   

🎯 Example Scenarios:

• Word Game with IAA: Run Day 1 Max Conversion Value if D1 Target ROAS isn’t spending. Optimize toward ad impression value.
   

💡Pro Tip: Set daily budget at 10x the CPA and at least $150/day to exit cold start. You may switch between Day 1 Target ROAS and Day 1 Max Conversion Value depending on performance.