In the hyper-competitive world of mobile gaming, where every install counts and every dollar spent needs to return two, the metric that keeps User Acquisition (UA) managers awake at night is ROAS — Return on Ad Spend. And when we talk about ROAS in the mobile gaming space, Meta (formerly Facebook) remains one of the key advertising platforms in the game
While newer channels like TikTok and influencer campaigns are gaining traction, Meta’s suite — which includes Facebook, Instagram, and Audience Network — still drives massive volumes and delivers high-intent users. But the question remains: how do you maximize ROAS on Meta in 2025’s ever-evolving digital landscape?
Let’s dive deep into how UA managers in mobile gaming can optimize ROAS on Meta, from strategic foundations to granular tactics.
Before we go further, let’s define ROAS in context:
ROAS (Return on Ad Spend) = Revenue generated from ads / Cost of ads
For mobile gaming, this often means looking at Day 1, Day 3, Day 7, and Day 30 ROAS, depending on your LTV (lifetime value) models.
But here’s the catch: ROAS isn’t a standalone number. It’s the result of multiple factors:
Creative performance
Audience targeting
Conversion tracking accuracy
Event optimization
Budget pacing
Funnel velocity (e.g., tutorial completion, level unlocks)
This means improving ROAS on Meta isn’t just about finding cheaper installs — it’s about crafting a system that drives high-value players who convert into paying users.
With the deprecation of Apple’s IDFA, tracking has shifted under SKAdNetwork (SKAN) and Meta’s Aggregated Event Measurement (AEM). The key challenge for UA managers post-ATT (App Tracking Transparency) is signal loss — and with that comes ROAS estimation uncertainty.
To work effectively with Meta in this environment, you need to:
SKAN 4.0+ supports multiple postbacks and allows for better granularity, but it needs proper configuration. Work closely with your MMP (Mobile Measurement Partner) to:
Set up conversion value schemas effectively
Track early signals that correlate with monetization (tutorial completion, early IAPs)
Use coarse and fine-grain data to your advantage
For iOS 14.5+ users, AEM provides partial visibility into performance. Ensure your SDK and event prioritization are configured so Meta gets strong optimization signals.
Pro Tip: Map early in-game events (e.g., first purchase, level 5 reached) to Meta’s AEM to allow the algorithm to optimize for quality users — not just installs.
In 2025, creative is not just king — it’s the whole royal court.
Meta’s ad platform is increasingly driven by creative-first optimization. Why? Because the algorithm has evolved. With broad targeting and CAPI (Conversions API), Meta’s delivery system does most of the heavy lifting — if the creative resonates.
Playable ads: Especially powerful in mobile gaming. Allow users to “try before they buy” right within the ad.
Instant Experiences: Let users engage with a mini landing page or creative sequence.
Reels ads: These are booming — and often cheaper than Feed placements.
The creative fatigue window on Meta is shorter than ever — sometimes just 7-10 days for high-volume campaigns.
Build out a creative testing pipeline: concept → storyboarding → animation → live testing.
Use Creative Analytics in Meta Ads Manager to monitor thumbstop rate, hold rate, and engagement metrics.
Creative angle examples that convert:
“Only 1% Can Beat This Level” (challenge)
“My boyfriend cheated on me, so I built a kingdom” (drama)
“Choose Your Path” style decision-making ads
The days of micro-targeting interest groups on Meta are mostly gone. In the privacy-first era, Meta recommends — and performs better with — broad targeting.
These campaigns lean heavily on automation and machine learning. While you lose some control, many advertisers are seeing 10–30% better ROAS when they allow the algorithm to fully optimize.
Best practices for AAAC:
Use high-quality creatives with clear CTAs
Feed strong in-game event data through CAPI or SDK
Let campaigns run 3–5 days before major tweaks
Meta’s VO campaigns optimize for predicted purchase value instead of just install volume. To make VO work:
Pass rich event data (purchase value, tiers, etc.)
Have sufficient conversion volume (Meta recommends 50+ purchase events per day per ad set)
Start with “highest value” users and then scale to broader audiences
A big ROAS mistake UA managers make is changing budgets too fast. Meta’s delivery system thrives on learning. Aggressive budget changes — especially downward — can reset the algorithm.
Scale budgets no more than 20–30% per day
Avoid pausing high-performing ad sets abruptly
Use rules-based automation (via Meta’s Ads Manager or third-party tools like Bidalgo or Smartly) to adjust budgets based on real-time ROAS thresholds
Even with a great UA funnel, if your game fails to monetize — your ROAS tanks. UA managers must be tightly aligned with product and monetization teams.
Identify monetization milestones that predict Day 7 or Day 30 ROAS
Optimize for early IAPs or rewarded video completions
Build LTV models that feed back into UA for ROAS predictive modeling
Pro Tip: Use cohort analysis to evaluate campaigns not just by install volume, but by ARPU and ROI over time.
Every studio is different, but here are some general Meta ROAS benchmarks for mobile gaming in 2025:
| Platform | D1 ROAS | D7 ROAS | D30 ROAS |
|---|---|---|---|
| iOS | 3–6% | 10–15% | 25–40% |
| Android | 5–10% | 15–25% | 35–60% |
Bonus Checklist: ROAS Optimization Steps on Meta
✅ Use Advantage+ App Campaigns for scale
✅ Pass rich event data via SDK/CAPI
✅ Refresh creatives every 1–2 weeks
✅ Optimize early game funnel for monetization
✅ Avoid drastic budget shifts
✅ A/B test creatives & placements systematically
✅ Monitor postbacks via SKAN/AEM and model missing data
✅ Sync UA + Product teams for monetization alignment
Need help building a creative testing calendar or optimizing your conversion schema? Let’s break it down together — or take it back to your team with this guide in hand.