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Google Ads - Ad tROAS Campaign Guideline
Google Ads - Ad tROAS Campaign Guideline
Updated over a week ago

Using Cost Center, Google Ads Ad tROAS Campaign (ROAS Campaign) can be setup without updating apps in Play Store. This is supported through Cost Center’s data pipeline by posting ad revenue from each user to Firebase. Follow the steps below to setup ROAS Campaign on Google Ads correctly.

1. The Setup

Go to Cost Center > App > Event Postback > Google Analytics:

  • Enable postback by entering API Secret and Firebase App Id:

    • To create a new secret, navigate to Google Analytics > Admin > Data Streams > Select your stream > Measurement Protocol > Create

    • Find "Firebase App Id" - Follow the instructions here

  • Add event "cc_ad_revenue_android" to send "cc_ad_revenue value"


2. Check Your Data

  • Run campaign CPI on targeted countries so that Google Ads can collect data to learn.

  • 24 hours later: Check if the event has been populated onto Firebase

Note

Firebase could delay up to ONE DAY to show new events.

  • If the event hasn’t been populated: Double check credentials configured in Cost Center

  • If it has been populated, toggle on "Mark as Conversion" for that event

  • 24 hours later: Setup conversions for the cc_ad_revenue_android event in Google Ads for it to collect data to run ROAS campaigns:

    • Go to Google Ads > Tools and Settings > Conversions > New Conversion Action > App > Google Analytics 4 properties > select "cc_ad_revenue" event

    • Set "Post-install conversion window" and "Click-through conversion window" to X days to run campaigns target ROAS DX. Usually we set 7 days, which means that the ROAS campaign will target Ad ROAS at D7.

    • Set "Engaged-view conversion window" and "View-through conversion window" to 1 day.

Example of your configuration

  • Monitor received ROAS in Google Ads:

    • Create Ad ROAS DX column:

  • Go to Google Ads > Campaigns > Columns > Modify Columns > Custom Columns > + Custom Column

  • Name: Ad ROAS Dx; Data format: Percent

  • Select + Column > Conversions > All conversion value, search and select "cc_ad_revenue" on the right Filter

  • Click on divide function then select + Column > Performance > Cost

  • Formula: (Refer to image below)


3. Create ROAS Campaign

  • On Google Ads, check that the Ad ROAS DX column for days has enough data for DX after 2 weeks. Now, compare it with Ad ROAS DX in Cost Center. It's time to create a ROAS campaign if the difference is less than 20%, meaning that the data pipeline is stable.

  • Create campaign:

    • Create a campaign to target In-App action value and select event “cc_ad_revenue”, then set target Return On Ad Spend (tROAS) as the average Ad ROAS Dx from relevant campaigns. Minimum campaign budget will be at USD100, recommended USD500.

  • Observe the campaign:

    • Keep an eye on this new campaign for 3 hours. If there is little impression, decrease tROAS to an acceptable level

    • In the event that the campaign is not profitable:

      • In good spending situations, increase tROAS by no more than 20% each time

      • If spending is poor, replace creatives.

Note

  • Leave the campaign running for at least 1 week before making any decision

  • Changes in target ROAS or budget should not exceed 20% each time

  • Frequency of budget or bid change should not be more than once a week

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