Overcoming the Learning Phase: Four Tips to Scale AppGrowth Campaigns

The article explains that every ROAS campaign undergoes a learning phase (10-14 days) where machine learning collects data to identify effective users, placements, and creatives. Early performance may appear unstable due to exploration. To accelerate learning without breaking optimization, four tips are provided: (1) Keep targeting broad initially to allow the model to test diverse segments; (2) Commit to a learning budget—insufficient spend starves the model of data; (3) Use mid-funnel signals (e.g., product views) alongside low-frequency events like purchases to provide higher signal volume; (4) Ensure clean data via proper MMP setup and diverse creative variations.

Key data points include recommended spend levels and the importance of event mapping. Actionable takeaways: set realistic targets, avoid frequent bid adjustments during learning, and allow time for model stabilization. The article emphasizes that scalable ROAS requires patience and the right inputs.