Target CPE campaigns are designed to scale toward high-value in-app actions like purchases. Unlike Target ROAS, which optimizes for overall ROI, Target CPE focuses on cost per engagement. Success requires at least 70% of revenue from IAP and a strong data foundation: full-channel data from all networks and user event data beyond just purchases.
Campaigns with full-channel forwarding can acquire 50% more paying users. Choosing between D0 and D7 depends on product payback period—D0 for quick conversions, D7 for longer cycles—and requires sufficient paying device ratios. For multi-region scaling, consolidate eligible countries into a single campaign with consistent Target CPE prices to maximize signal density and learning efficiency.
Post-launch, early fluctuations are normal; key indicators of health are stable install volume and event costs near target. Advertisers should consult account teams for sufficient data before launching in low-volume markets.
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In 2025, non-game apps surpassed games in revenue, with total in-app spending hitting $167B. APAC publishers drove a $2.58B increase in gaming revenue. Short Drama and AI Assistant categories saw explosive growth, while Blinkit, Shopee, and DeepSeek led their sectors. For ad ops, this signals shifting user attention toward lifestyle, commerce, and AI tools, creating new inventory opportunities beyond gaming.
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