2026 guide

Ứng dụng mobile

Game & utility: CPI, sub, creatives không dính Entity ID.

Short answer

Apps: install campaigns plus events for install, subscription, and in‑app purchase — server + attribution partner so one purchase isn’t counted twice. First seconds: gameplay or utility, not logo sting. $0.8–3.2 per install.

Payback calculator Vòng Olympic

Plain-language glossary

Meta ads: Advertising on Instagram and Facebook from one dashboard. The system shows your ad more often to people likely to take the action you care about.
Conversions API (CAPI): Server-side delivery of on-site or CRM events (purchase, lead, booking) to Meta. Complements the browser pixel and reduces missed conversions.
Advanced matching: Hashed email, phone, and similar signals so Meta can match clicks to downstream leads or sales more reliably.
Value rules: Weights for funnel steps—a call may count more than a click—so optimization chases what you actually value.
Andromeda (Meta): Shorthand for the modern Meta playbook: broad targeting, fewer micro-audiences, honest server signals, meaningfully different creatives.
“Glued” creatives: Similar videos or images may be treated as one ad, which often raises CPM. Different hooks and stories reduce that risk.
Broad targeting: Minimal manual interests: set geo and budget and let the model find demand from behavior.
CPM: Cost per thousand impressions—rises with fatigue or weak response.
MQL / SQL (B2B): Marketing-qualified vs sales-qualified stages so the ad account learns which leads truly matter.

Benchmarks to plan against

Unit economics & funnel signals

Planning ranges—not guarantees. Plug your numbers into the calculator below.

CAC

$0.8–$3.2 CPI

LTV

$4.5–$28

Payback

14–60 days

ROAS

1.4–2.8 (D7)

Install

Sign-up

In-app

Bar height is a rough signal strength: higher means the action is easier for the model to treat as important.

1. Pre-launch checklist

Events, matching, creatives

Walk through with your team—you’ll save budget during learning.

✓Acquisition benchmark (CAC): $0.8–$3.2 CPI — compare with your margin and average ticket; this is planning, not a guarantee.
✓Server events (Conversions API): installed app, registration (form or account), subscription started, purchase or payment. Send them from your site or CRM alongside the browser pixel so fewer conversions are lost.
✓Enhanced matching: send email, phone, CRM customer id, browser id (fbp), ad link id (fbc), mobile advertiser id. More accurate hints mean Meta can more often tie a click to a real lead or purchase.
✓Different step weights (Value Rules): mark what matters—click, lead, or closed deal—so the model learns the right goal.
✓Creatives: at least five distinct “Olympic ring” ideas. Similar reels may be treated as one ad—CPM rises.

2. How campaigns work now (Meta Andromeda)

Practice without buzzwords

Open with gameplay or usefulness, not a brand slate.

For practitioners, one line: Advantage+ на приложение; широкий таргет; 1–2 адсета; дедупликация событий между MMP и CAPI.

3. Olympic rings—five creatives

Method + table for your niche

Similar ads are often treated as duplicates—CPM rises. Keep five distinct intents: three for cold audiences, two for people who already engaged. On mobile use the tabs below.

Meta Olympic rings

Five distinct intents so the platform doesn’t treat your ads as duplicates and inflate CPM. The first three target new people; the last two, people who already showed interest.

UGC — cold audienceAuthentic footage: real people, phone camera, no studio—reads native, not like a glossy ad.
Product demo — cold audienceShow the product doing its job—app UI, try-on, workflow—so the offer is obvious in the first seconds.
Testimonial — cold audienceTrust via someone else’s story: customer on camera, quote, mini case—no “100% for everyone”.
Offer focus — retarget engaged usersFor people who clicked or watched: discount, deadline, bonus—concrete reason to act now.
Features & benefits — after demo + testimonialWarm push: what’s included, guarantees, delivery, savings—answers objections in plain language.

Your offer (optional)

№	Angle	Format	Hook	Audience
1	Геймплей / core loop	Playable / Reels	Fail-момент за 0,4 с	Игроки Storyboard Сразу действие в игре. Без заставки с логотипом.
2	Польза приложения	Запись экрана	UI до/после за 1 с	Продуктивность Storyboard Реальная задача решается быстрее. CTA: установить.
3	Рейтинг Store	Статика	4,9★ и 120k отзывов	Нужно доверие Storyboard Скрин App Store с рейтингом. Короткий отзыв цитатой.
4	Подписка / IAP	Видео-оффер	Ограниченный trial на экране	Монетизация Storyboard Показ премиум-функции. Цена подписки явно.
5	Подписка и премиум-фичи	Запись экрана	Что открывается после оплаты	После геймплея и Store-рейтинга Storyboard Цена на экране. Без обмана.

4. Enot Web tools

Calculator & Olympic rings

Model payback and draft five “Olympic ring” angles before you spend.

Open payback calculator Open ring builder

5. Frequently asked

Snippet-ready, optimization-honest answers

Rising CPI—where to look?

Check MMP + server deduplication, five contrasting “ring” creatives, and 2s of gameplay—not a logo.

Advantage+ app promotion?

Yes—1–2 broad sets; subscription/IAP with value when available.

Creative glue?

Same UI in three videos reads as one creative—change narrative, not button color.

iOS tracking opt-out?

Server events + enhanced matching matter more than 1‑day device retargeting.

6. Practitioner note

Enot Web team

«First seconds: gameplay or benefit, not a logo plate.»
— Đội ngũ Enot Web, enotweb.com