Meta
[Announcement]
·
[November 3, 2025]

Driving Performance for App and Gaming Advertisers through Improved AI Optimization



AI performs better for businesses when it knows exactly what success looks like, so with that in mind, we’re committed to giving app advertisers ways to tell us what they value and what kind of conversions they want.

App advertisers have a variety of goals they may be looking to achieve with Meta. They may want app downloads, they may want to focus on in-app purchases, or they might want to focus on driving the highest return on ad spend from users of their apps.

Every business defines success differently, so our goal is to continue giving advertisers and agencies tools and controls to help guide our AI tools towards the results that matter most to their business.

Focusing on the most valuable in-app purchases

For app advertisers focused on driving in-app purchases, Meta offers two campaign approaches: they can optimize either for volume of conversions or for the most valuable conversions. For example, a gaming advertiser focused on value might prefer 10 purchases in their app at $9.99 each over 15 purchases at $1.99 each.

Throughout 2025, we have continued to enhance our models to make value optimization, also known as “maximize the value of conversions”, even more performant. Today, advertisers focusing on optimizing the value of conversionsin app campaigns see a 29% higher return on ad spend (ROAS) compared to those optimizing for volume of conversions, making this the most performant Meta solution for App advertisers optimizing for ROAS.

Yang Jing, UA Manager at FunPlus, said, “We've seen value optimization performance improve by 5 percent over the past year and it’s now over 20 percent better than when we focus on the volume of conversion. This uplift means we’re acquiring higher-value players more efficiently and driving stronger ROAS and in-game monetisation across our titles."

Alexandr Snopkov, Lead UA Manager at CrazyLabs, has also seen success with value optimization and said, “At CrazyLabs, value optimization campaigns have significantly boosted our portfolio performance. On iOS, VO has become the leading campaign type for our IAP-focused titles, such as Coffee Mania, driving standout results. Beyond the numbers, VO has brought the stability and scalability we were looking for in our UA strategy with Meta Ads."

And the improvements to Meta’s value optimization solution for app campaigns has led to certain advertisers using the product at an increasingly frequent level. Guy Galin, Head of User Acquisition at Banditos Studio, said: “In the last 90 days, we spent about 85% of our user acquisition investment with Meta on Value Optimization for our RPG, Heroes & Dragons. We are pleased with the results and plan to continue scaling the VO campaigns in the upcoming months.”

Optimizing ads through closer alignment with Mobile Measurement Partners

Many app advertisers measure campaign effectiveness through Mobile Measurement Partners (MMPs), third-party companies which show the impact of advertising across different channels, including Meta. Meta’s badged partners include Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular, and Tenjin, and we have been working to better align our ads attribution and delivery models with the reporting advertisers see through these third parties.

As part of these efforts, we have implemented a range of foundational model enhancements, collaborating with MMPs, to help optimize our ads system to deliver more of the conversions advertisers value in their third-party analytics tools.

For example, advertisers may have distinct definitions for specific categories or events within their MMP reporting, such as how long after a first app install a user can be considered as a ‘new user’ if they reinstall the app, or how long a user must be inactive in the app before they can be attributed to a reengagement campaign. By gaining insight into these varying timeframes, we can more effectively pinpoint and reach the types of people that each advertiser deems most valuable.

With this in mind, in certain MMPs, Meta has now updated the window that advertisers use to determine what counts as a new user that we should target with our app promotion campaigns. Advertisers utilizing AppsFlyer can leverage a flexible reattribution window spanning from 0 to 180 days reflecting how it is set in AppsFlyer. Conversely, Meta will apply a 180 day exclusion window for its app promotion campaigns for advertisers working Adjust and Singular, which employ a lifetime new user window.

This has positively impacted advertisers, and after extending the exclusion window from 90 to 180 days, we saw that Mobile App Promotion campaigns targeting new users had an average of 20% less acquired users that did not meet the advertiser’s categorization of a new user1.

This is one example of how we are optimizing our ads system to align with how advertisers measure within their MMPs, so that we can more efficiently deliver the types of conversions a business wants to prioritize.