? Creative (non) testing, dealing with self-reporting platforms & more

Welcome to this week's edition of the Mobile Growth Lab! Lots to cover inside - let's dive in!

????? Not everyone should run creative tests on Meta/Facebook. (A mini case study) ??

Is creative testing on Meta always a good idea? Not necessarily.

Even if lots of folks are shouting from the rooftops about irresistible hooks and aggressive creative testing.

In this episode, we dissect a compelling case study that highlights the often-overlooked complexities of introducing new creatives into campaigns. Learn when it makes sense to innovate and when it’s better to stick with what’s already working.

You can read more about our recommended philosophy and approaches to creative testing in our recent book: Definitive Guide to Creative Testing in a Post-ATT World.

Go to episode here

OTHER NEWS & RESOURCES

AD NETWORKS

?Unleashing Unity Ads: Your Pocket Guide ?? A single cheat sheet that is a one-point reference into Unity Ads, covering campaign types, optimization strategies, and successful video formats.

?? Ad networks are not just for games: they can help explode your subscription apps' UA. ??

Ad networks, once tied to games, can supercharge UA for subscription apps. Here is how.

SANs

??If you're wondering about the AdvertiserTrackingEnabled (ATE) setting in Meta, this should help. ??

This post explains the significance of the AdvertiserTrackingEnabled (ATE) setting on Meta.

?? Are your Google Ads results too good to be true? Think twice before making those budgeting decisions.??

This post cautions against relying solely on Google Ads-reported metrics, which can sometimes present overly optimistic results.

MEASUREMENT & TRACKING

This post summarizes key points from the "Ultimate SKAN 4.0 Handbook" for subscription apps, including recommended postback schemes and tips for calculating ROAS.

This post highlights Facebook's Robyn as a tool for assessing incremental lift and recommends a playbook for those new to the concept.

??How I Crush 1000+% ROAS on Every Ad Account I Work With: ??

Did you read that right? Always dig into added context for inflated numbers like this. ;)

CREATIVE

Infuse culinary wisdom into your creative workflow to have a stream of ideas on demand.

??Daily Ad: Ads from Stories and Wellness Apps Under the Microscope ?? Features ads from gaming apps that feature a strong narrative and ads from wellness apps.

OTHERS

Our friend Sylvain Gauchet has curated valuable insights from the Mobile UA Show for the 100th edition of Growth Gems. That's it for today.

Cheers -

Shamanth.