MintegralCPI or ROAS? How to Optimize Mintegral Campaigns for Better Results
The article provides a nuanced guide for ad ops decision-makers on optimizing Mintegral campaigns using CPI and ROAS models. It clarifies that CPI (Cost Per Install) is best for early-stage apps lacking user data, driving install volume to build a baseline. ROAS (Return on Ad Spend) targets mature apps with established monetization, focusing on user quality and long-term value.
The critical insight is that running both models simultaneously can hinder performance because CPI traffic lacks value-based signals, skewing data and reducing ROAS efficiency. The article also addresses the 'bidding challenge': advertisers must bid high enough to gain traction but avoid overspending, requiring iterative testing. Mintegral's Hybrid ROAS is highlighted as an advanced solution for apps monetizing via both in-app ads (IAA) and in-app purchases (IAP), dynamically adjusting bids via an oCPI (Optimized Cost Per Install) model to achieve ROAS goals from Day 0 or Day 7.
Key actionable takeaways include: (1) choose CPI for new apps to gather data, then transition to ROAS; (2) avoid parallel campaigns to prevent algorithm confusion; (3) leverage Mintegral's sub-source management to manually optimize CPI campaigns; (4) use Hybrid ROAS for apps with mixed monetization. The article cites no specific data points but emphasizes strategic bidding and model prioritization.
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