🧠MVP UA template AXON: How to set up your Applovin for Success by Matej Lancaric
two & a half gamers · 2026-05-13
💡 Quick Take
1. Master Applovin (Axon) for mobile game UA by understanding its unique approach compared to Facebook/Google.
2. Prioritize accurate MMP (Mobile Measurement Partner) tracking; garbage in, garbage out!
3. Playables are KING on Applovin – aim for a world-class playable strategy.
4. Start with a reasonable daily budget (e.g., $250-$500) and scale gradually.
5. Set up campaigns worldwide and then split by attribution window and platform (iOS/Android).
6. Optimize for Day 7 or Day 28 ROAS campaigns, choosing based on your LTV and cash flow.
7. Begin with CPM billing for stable budget spend, then switch to CPI billing for aggressive scaling with proven creatives.
8. Repurpose ALL your best-performing creatives from other channels, especially long-form videos (30-60 seconds).
9. Bundle creatives by theme or iteration for better concept testing and management.
10. Be patient with new campaigns; avoid touching them too often in the first few days.
11. Refresh creatives regularly, adding new ones in batches to observe performance shifts.
12. Aim for 10 unique purchases per day as a key event for algorithm optimization.
13. Leverage the "targets by geo" feature to adjust traffic distribution within your worldwide campaign.
14. Don't be greedy with initial ROAS targets; set them slightly below the actual target to allow for learning.
15. Consider Day 28 ROAS for higher quality, long-term users if your payback period allows.
📊 Detailed Explanation
1. Master Applovin (Axon) for mobile game UA by understanding its unique approach compared to Facebook/Google. Applovin, or Axon, is a powerhouse for mobile game user acquisition, especially on iOS. It's crucial to recognize that it operates differently from platforms like Facebook or Google. Instead of micromanaging, it's a "beast" that thrives on the right "food" – your data and creatives. This means understanding its specific campaign structures, bidding strategies, and creative requirements is key to unlocking its full potential.
2. Prioritize accurate MMP (Mobile Measurement Partner) tracking; garbage in, garbage out! This is non-negotiable. Applovin relies heavily on the data it receives to optimize. If you send incorrect signals, like free trials with revenue instead of actual subscriptions, the algorithm will be misinformed, leading to skewed results and wasted ad spend. Ensure your MMP is correctly configured to send accurate events and revenue data. For example, sending free trial revenue as actual purchase revenue will lead the algorithm to believe it's getting high-value users when it's not.
3. Playables are KING on Applovin – aim for a world-class playable strategy. The transcript emphasizes this repeatedly: "You can't compete without playables." They are significantly more effective than static end cards. Applovin excels at converting users through interactive playable ads. Aim to use them as playable end cards, and for top-grossing games, produce over 60 new playables per month. Even repurposing existing video ads and turning them into playables is a strong strategy. The goal is to have a high percentage of your ad spend (80-90%) allocated to playables.
4. Start with a reasonable daily budget (e.g., $250-$500) and scale gradually. While some recommend $1,000/day, the speaker found success starting with $250/day and slowly increasing it as performance improved. The ideal scenario is to start with $500/day. This approach allows for careful cash flow management while still providing enough data for the algorithm to learn. Scaling should be organic, based on performance, not just aggressive budget increases.
5. Set up campaigns worldwide and then split by attribution window and platform (iOS/Android). Unlike other channels where you might create separate campaigns for different geos, Applovin's structure is more consolidated. You start with a worldwide campaign and then segment by attribution window (e.g., Day 7, Day 28) and platform (iOS vs. Android). This simplifies campaign management while still allowing for platform-specific optimization.
6. Optimize for Day 7 or Day 28 ROAS campaigns, choosing based on your LTV and cash flow. The choice between Day 7 and Day 28 ROAS depends on your game's lifecycle and financial situation. Day 28 ROAS generally leads to higher quality, long-term users because it allows more data to come in. However, if you have a shorter payback period or need quicker returns, Day 7 ROAS might be more suitable. The key is to align this with your game's LTV (Lifetime Value) and your business's cash flow needs.
7. Begin with CPM billing for stable budget spend, then switch to CPI billing for aggressive scaling with proven creatives. CPM (Cost Per Mille) billing ensures your budget is spent evenly throughout the day, which is excellent for initial testing and stability. CPI (Cost Per Install) billing, on the other hand, allows for more aggressive scaling once you have identified your best-performing creatives. It's recommended to start with CPM and transition to CPI when you're ready to push hard with your winning ad sets.
8. Repurpose ALL your best-performing videos and even those that have fatigued on other channels, especially long-form videos (30-60 seconds). Applovin is a fantastic place to give your existing creative assets a second life. Don't just use your top performers; even creatives that have shown signs of fatigue elsewhere can work well here. The ideal video length is between 30 to 60 seconds, with best practices suggesting lengths around 45-59 seconds. The hook isn't as critical as on other platforms because users are expected to watch for a longer duration.
9. Bundle creatives by theme or iteration for better concept testing and management. Instead of just throwing a bunch of random creatives at the algorithm, it's more effective to group them by theme or concept. For instance, one video concept with multiple iterations can be paired with several playable variations. This allows the algorithm to test specific creative ideas and their combinations more efficiently, helping you identify what truly resonates with users.
10. Be patient with new campaigns; avoid touching them too often in the first few days. The learning phase is critical. For the first three days, resist the urge to constantly tweak your campaigns. Let the algorithm gather data and stabilize. Even if performance looks a bit off initially, give it time. Aggressive adjustments too early can disrupt the learning process and lead to suboptimal results.
11. Refresh creatives regularly, adding new ones in batches to observe performance shifts. While you shouldn't touch campaigns too often, creative refreshing is essential. Add new creatives in batches (e.g., 3-5 at a time) rather than one by one. This allows you to better gauge the impact of new additions and observe performance fluctuations. It takes about a day for the system to stabilize after adding new creatives, so plan accordingly.
12. Aim for 10 unique purchases per day as a key event for algorithm optimization. The algorithm thrives on specific event data. For Applovin, aiming for around 10 unique purchases per day is a good benchmark for optimizing campaigns. This signals to the algorithm that it's finding valuable users who are converting.
13. Leverage the "targets by geo" feature to adjust traffic distribution within your worldwide campaign. Even though you start with a worldwide campaign, you can still influence geo performance. By adjusting the ROAS targets for specific countries, you can either increase traffic to desired regions (by slightly decreasing their target) or decrease traffic from less desirable ones (by increasing their target). This provides a nuanced level of control within a single campaign.
14. Don't be greedy with initial ROAS targets; set them slightly below the actual target to allow for learning. When setting your ROAS goals, it's better to be slightly conservative initially. Aiming for a slightly lower ROAS than your ultimate goal gives the algorithm room to operate and find users without being overly constrained. As the campaign performs, you can then gradually increase the targets.
15. Consider Day 28 ROAS for higher quality, long-term users if your payback period allows. If your game has a longer LTV and a payback period that extends beyond 30 days, optimizing for Day 28 ROAS is a smart move. This strategy focuses on acquiring users who are likely to be valuable over a longer period, leading to more sustainable growth.
🎯 Expert Opinion
Alright, let's dive into the Applovin (Axon) universe from an expert's perspective. This platform is an absolute beast, and frankly, it's often underestimated or misunderstood by marketers who are too accustomed to the familiar workflows of Facebook and Google. The core message here is that Applovin isn't just another ad network; it's a highly sophisticated, data-driven engine that requires a tailored approach.
The emphasis on **accurate MMP tracking** is paramount. I've seen countless campaigns tank because of faulty data pipelines. It's not just about having an MMP; it's about ensuring the right events are firing, revenue is attributed correctly, and that there are no double-counting issues. For instance, the example of sending free trial revenue as actual purchase revenue is a classic blunder that completely misleads the algorithm. As an expert, I'd stress the importance of a rigorous data validation process *before* launching any significant campaign on Applovin. This includes deep dives into your MMP's configuration and regular audits.
Now, **playables**. This isn't just a suggestion; it's a fundamental requirement for success on Applovin, especially for games. The transcript nails it: "You can't compete without playables." My experience confirms this. Playable ads on Applovin are incredibly effective because they offer an interactive preview of the game, filtering out users who aren't interested in the core gameplay loop. The "playable end card" concept is brilliant – it bridges the gap between a video ad and the actual game experience. For 2024 and beyond, the trend is towards richer, more engaging playables. Brands are increasingly investing in these, and publishers who can deliver them will see significantly higher CPMs and better conversion rates. The sheer volume of playables needed (60+ per month for top games) highlights the need for efficient production pipelines. Tools like PlayableMaker.com are essential, but so is a strategic approach to creative iteration. We're seeing a shift from simple "tap to play" to more complex mini-games within the playable itself.
The discussion on **budgeting and scaling** is also critical. The advice to start conservatively ($250-$500) and scale gradually is sound. Applovin's algorithm needs time and data to learn. Aggressively throwing money at it without proper testing can lead to inefficient spend. My professional take is that the "ideal scenario" of $500/day is a good starting point, but the *real* key is understanding your unit economics and LTV. Once you have a clear picture of how much a user is worth over their lifetime, you can confidently scale your budget based on ROAS performance. The transition from CPM to CPI billing is a strategic move that experienced UA managers leverage for aggressive scaling. It's about knowing when to switch gears from exploration to exploitation.
The **campaign structure** of a worldwide campaign with splits by attribution window and platform is a significant departure from other networks. This consolidation simplifies management but requires a deeper understanding of how to leverage geo-targeting *within* that campaign. The "targets by geo" feature is powerful for fine-tuning traffic distribution. My advice here is to use this feature judiciously. While you can exclude certain geos entirely, it's often more effective to adjust targets subtly to influence the algorithm's distribution rather than making drastic cuts, which can sometimes lead to unexpected consequences.
The **ROAS optimization window (Day 7 vs. Day 28)** is a classic UA dilemma, and the transcript provides a good framework. My expert insight is that this choice is deeply intertwined with your game's monetization model and player lifecycle. For games with rapid monetization and short payback periods, Day 7 ROAS might be optimal. However, for games that rely on long-term engagement and in-app purchases that mature over time, Day 28 (or even Day 60/90) ROAS is the way to go. The key is to calculate your *true* payback period and align your optimization window with that. Furthermore, understanding the **multiples/multipliers** between different ROAS windows is crucial for forecasting and long-term strategic planning.
Regarding **creative repurposing**, the transcript is spot on. Applovin is a goldmine for giving your existing creative assets a second life. The emphasis on long-form videos (30-60 seconds) is particularly relevant. We're seeing a trend where longer, more narrative-driven ads are performing exceptionally well on networks that encourage longer viewing times. The fact that hooks are less critical here is a key differentiator. The advice to bundle creatives by theme or iteration is a best practice for efficient creative testing. Instead of a chaotic mix, structured thematic bundles allow for more insightful analysis of what creative *concepts* are driving performance, not just individual assets.
Finally, the **patience required** with Applovin campaigns is something many marketers struggle with. The first few days are about data acquisition for the algorithm. Resist the urge to make drastic changes. My professional recommendation is to set clear KPIs for the initial learning phase and only intervene if those are severely missed. Once the campaign stabilizes, then you can start introducing new creatives in batches. The key is to monitor, analyze, and iterate strategically, rather than reactively. Applovin rewards a methodical, data-informed approach, and those who embrace its unique ecosystem will undoubtedly see superior results.
Kanal: two & a half gamers