App Event Optimization (Beta)

App event optimization is in beta. Reach out to a Reddit Ads expert for more details.

App event optimization (AEO) helps you focus app install campaigns on specific in-app conversions, such as purchases, sign-ups, or other key actions. When you select a goal for an ad group, Reddit Ads automatically optimizes delivery toward that event, improving post-install cost-per-action (CPA) performance.

Before you start

You must share install and post-install events to Reddit through mobile measurement partner (MMP) postbacks.

Choose an app event goal

1. Depending on whether you’re creating an ad group for a new or existing campaign:
   1. New campaign: Go to Create Campaign and set up a campaign with an app install objective. Don’t see this as an option? Try switching to Advanced Create.
   2. Existing campaign: Go to the Ad Groups tab in the Dashboard and select Create Ad Group. Choose the existing campaign and select Next. 
2. In bidding & optimization, choose an app event goal and select lowest cost for your bid strategy. You can only select events that were received from MMP postback in the past seven days. The install event is always available.
   An app event goal can’t be added to an existing ad group or changed once saved.

3. Set up the rest of your ad group. If you’re creating a new campaign, set up an ad to finish.

Supported goal events

• Install (always available)
• Sign Up
• Add Payment Info
• Add to Cart
• Purchase
• Level Achieved
• Start Trial
• Subscribe
• First Time Purchase

Things to know

• App event goals are required for all new ad groups in app install campaigns.
• AEO is only available for the lowest cost bid strategy. Other bid strategies will use the install-only optimization model.
• An event can only be chosen as a goal if Reddit is receiving it through MMP postbacks. If no postbacks are received in the past seven days, that event can’t be selected. The install event is always available. 
• Attributed data isn’t available when a campaign is inactive. If an app doesn’t have an active campaign on Reddit, you must share unattributed postbacks from your MMP with Reddit to enable event selection. 
• You can’t change your goal after creating and saving your ad group.

Best practices

• Send comprehensive data. For best coverage and optimization, share all available install and post-install events—including unattributed data—across the full-funnel. This gives the model more signal to optimize effectively.
• Enable unattributed event sharing before launch. Ensure your goal is selectable during setup and help Reddit Ads optimize for it from day one.
• Choose an event with sufficient volume. We recommend choosing a goal that can generate at least 30 attributed conversions per week for optimal performance. 
  If your deep lower-funnel event can’t consistently hit this threshold, consider a mid-funnel event with a higher frequency instead.

• Invest enough budget to hit volume minimums. We recommend setting a minimum daily budget of five times your average CPA for reliable optimization. When using multiple ad groups within one campaign, set the minimum budget of each to twice the average CPA.
• Give the learning phase enough time to ramp up. Campaigns in the learning phase need consistent signal volume to stabilize performance. To speed this up, meet the event volume thresholds and avoid frequent changes to settings such as budgets or targeting for at least two weeks. 

Reporting

You can view app event goal metrics at the ad group level on the dashboard. These metrics only reflect MMP data, not SKAN data. The following metrics are supported:

• Goal (Ad Group)
• Cost Per Result
• Total Results
• Result Rate 

Learn more about customizing your dashboard.