Important Info about the new ROAS campaigns for iOS in Meta!

Although the ad group interface CLEARLY shows that “In-app ad impression and in-app purchase are now available for Value Optimization” (Meta fix this ASAP!!!!!!), the reality is that it’s ❌NOT❌ actually possible to optimize toward in-app ad impressions.

I ran a campaign last week for one of my games, and it only optimized based on in-app purchase signals (performance wasn’t very different from a standard CPA campaign, btw). Then I asked to Meta why was that and they confirmed that only in-app purchase is available 😅 (Meta doing Meta stuff)

So if your game monetizes through ads, you’ll need to do a bit of Signal Engineering (hi Thomas 😇):

1️⃣ Delete the in-app purchase event from your current mapping
2️⃣ Create a custom event (not the default one from your ad mediator SDK) that contains the value per ad impression, and map that event to fb_mobile_purchase.
3️⃣ Run the ROAS campaign with this new “Purchase event”

🧠 BONUS: Since you’re using a custom event, you can play with what you send to Meta 😉 Use this possibility wisely to steer the algorithm towards the most valuable users for your game

I hope it helps!