Grouping Discovery campaigns, which typically have a lower Cost Per Acquisition (CPA), with Generic campaigns, known for higher Return on Ad Spend (ROAS), can lead to strategic complications.
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Discovery campaigns, while more cost-effective in acquiring installs, might drive a high volume of lower-value conversions. If these are grouped with Generic campaigns, which yield higher quality conversions but at a higher cost, the overall ROAS could decrease. This happens because the Budget Allocation tool may prioritize the more cost-effective Discovery campaigns due to their lower CPA, leading to a larger number of installs but potentially at the expense of higher-value conversions from Generic campaigns.
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Balancing these campaign types requires careful segmentation to ensure that each campaign’s strengths are leveraged without compromising the overall marketing objectives.
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