Test the first seconds of your video ad first, change one thing at a time, set up install and event tracking before spending, and judge winners by retention and payback as well as cost per install.
Set up tracking before you spend
Without install and event attribution you cannot tell which creative brought valuable players. Set this up through a mobile measurement partner before the first campaign goes live.
Test the hook first
Most viewers decide in the first few seconds. Try different openings with the same gameplay behind them before you test anything else.
Change one variable at a time
- The opening scene or hook
- The gameplay clip shown
- The text overlay and call to action
- The ending card
Read results beyond installs
A cheap install is only good if the player stays. Compare creatives by retention and by how fast spend is paid back, not by eCPI alone.
Give tests enough data
Stopping a test too early picks winners by chance. Agree the budget and the stopping point before you start.
