Status: Open-Beta
In the evolving landscape of performance marketing, optimizing for immediate Day 1 (D1) returns often limits a campaign's true potential. NewsBreak is proud to introduce Day 7 Return on Ad Spend (ROAS) Optimization, a powerful tool designed to help brands and agencies capture the full lifecycle value of their users by extending the optimization window to 168 hours.
1. Why Day 7 ROAS?
Most high-value user behavior—such as subscription renewals or in-app purchases doesn't happen within the first 24 hours. By shifting focus to Day 7, advertisers can:
- Capture More Value: Include app purchase and in app ad impression events that occur up to 7 days after install.
- Improve LTV Accuracy: Better align bidding with actual Long-Term Value (LTV) rather than short-term signals.
- Scale with Confidence: Leverage a larger data window to find high-value "whales" that D1 models might miss.
2. Flexible Bidding Strategies
We offer two distinct strategies to align with your specific KPIs:
| Bidding Type | Goal | Best For...
|
|---|---|---|
| Day 7 Target ROAS | Target ROAS | Maintaining strict profitability margins while scaling. |
| Day 7 Maximize Conversion Value | Max Value | Aggressive growth and capturing maximum revenue within a budget. |
3. Eligibility & Getting Started
To ensure a successful "Cold Start" and effective model training, accounts must meet the following requirements:
- Conversion Volume: At least 20 unique conversion events (UVs) with recorded values within the last 14 days. Conversion event type must be only app_purchase or app_in_app_ad_impr.
- Campaign Type: Available for APP INSTALL objectives under the "Conversion" goal.
- Seamless Transition: Advertisers can toggle between D1 and D7 strategies within existing ad sets, allowing for easy testing (note that this may retrigger a learning curve)
4. Implementation Roadmap
- Identify Campaigns: Choose high-volume app campaigns currently optimized for CPI or D1 ROAS.
- Verify Values: Ensure your SDK (AppsFlyer, Adjust, etc.) is correctly passing app purchase or ad revenue values to NewsBreak.
- Switch & Monitor: Update your optimization goal in the NewsBreak Ad Manager (NAM) and monitor the new Day 1, Day 3, and Day 7 metrics on your dashboard.
5. Guidance
- Best for: App advertisers whose users generate significant value between Day 1 and Day 7 (e.g., in-app purchases, in-app ad impression). Overall those who used D7 ROAS saw a 84% D1→D7 uplift
- The D7 ROAS Model works: The D7/D1 uplift prediction (1.8×) is close to the actual observed attribution uplift (1.7×)
6. Overview Platform Test Analysis Results:
Same-day parity: App 7 Day ROAS delivers similar same-day ROAS (~50%) as App 1 Day ROAS, meaning it isn't sacrificing near-term efficiency for longer-term optimization when looking at App Day 1 ROAS vs App Day 7 ROAS.