1. Creative Carries 80% of the Win
After iOS 14.5, targeting weakened — creative is now the dominant signal for algorithmic convergence. Ship at least 12 fresh creatives per week. UGC + talking-head explainers scale most reliably.
2. Advantage+ in Parallel with Manual
Advantage+ Shopping helps new accounts learn fast. Switch to manual + Lookalike once stable. Run both in parallel to avoid single-strategy traps.
3. Conversion Path & CAPI
Conversions API + pixel dual reporting is mandatory — iOS attribution recovers 18-30%. Reduce funnel hops; direct-to-PDP often beats home-page bounces.
4. Bidding & Budget
ABO for testing, CBO for scaling once stable. Leave 20% headroom on CPA caps — too tight throttles the learning phase.
5. Layered Retargeting
VV → ATC → IC → PUR — separate ad sets for each. Combining them dilutes ROAS.
✅ Execution Checklist
- ▸CAPI + Pixel dual reporting verified
- ▸Creative output ≥ 12 sets per week
- ▸ABO-test → CBO-scale SOP
- ▸Rolling 3-day ROAS / CPA / CTR view
- ▸Four-tier retargeting (VV/ATC/IC/PUR)
- ▸iOS / Android attribution split
❓ Frequently Asked
How long is the learning phase?+
Roughly 50 conversions within 7 days. During creative testing, concentrate budget on 1-2 core ad sets to avoid signal dilution.
Written by the GOWM GOWM Studio team, drawing on data from 50+ overseas engagements. Every framework here has been validated with real clients. Reach out via the consult panel for the matching SOP templates.