When creating your dynamic playables, you may configure the optimisation metric and the number of impressions to allocate throughout the testing period.
When optimising your dynamic playables, Luna uses a chosen metric in order to assess and prioritise the various creative configuration.
CTR (click-though-rate) optimises for the number of app store clicks per playable impression.
CTR optimisation can suit many use cases. For example:
- Marketability/creative testing to understand which concepts resonate more with your target audience.
- End cards - typically you wish to maximise the CTR for interactive end cards.
IPM (install per 1000 impressions) optimises for the number of installs per playable impression.
As a prerequisite to using IPM optimisation, you must enable attribution through Luna Playground. See here for more information.
Using IPM optimisation, you are able to test a number of different creative variances to maximise your performance
- CTR: 333 impressions
- IPM: 3000 impressions
When running a dynamic playable ad, each permutation is given an allocated number of impressions before a decision is made.
By editing the sample size, you can control this allocation.
- For low CTR or IPM playables, you may wish to increase the sample size to improve the accuracy of the test
Can I change my optimisation metric once the ad has gone live?
Yes. However, please note the test will start again and the configuration-level metrics will be reset. Overall performance metrics (i.e. impressions, average CTR) will not be lost.