I encountered an interesting phenomenon. For IAA+IAP mixed monetization products, when the IAA volume accounts for a large proportion, the Roas of IAP will also decline significantly. Here, the product IAA and IAP are delivered using separate strategies. IAA and IAP are delivered using different advertising strategies, and they are not delivered in the same campaign according to the Roas target. In specific operations, IAA ads are mainly delivered for some of the top behaviors and advertising monetization parts, while IAP runs paid events and 3.0. The product strategy also separately identifies the users of IAA and IAP delivery and gives them strategies respectively. After discovering this phenomenon, I thought about two reasons: 1. After IAA delivery, some of the original IAP users were first covered by IAA ads and given IAA strategies. Users can try or watch ads to enjoy all functions/content without paying. 2. After IAA is delivered separately, the volume coverage is very large. At the attribution level, even if the subsequent IAP is delivered through remarketing, the subsequent IAP payment will be attributed to the previous IAA campaign. There are two reasons that ultimately lead to a rapid decline in D0 recovery of IAP campaigns when IAA runs large enough. The more reasonable way to deal with it is: 1. Reduce the amount of IAP delivery. The total input and total output data determine the proportion of IAP budget. 2. Observe the remarketing effect. 3. Mix delivery and set Roas targets. By using the combined Roas of IAP+IAA as the delivery target, it is also necessary to note that the Roas recovery cycle of the IAA part will be longer, and some data may need to be “virtualized”.
