Libertex Group is an online brokerage firm with over 3 million clients worldwide and 400 employees from over 20 nationalities. The document discusses how Libertex leverages smart events for CPA app campaign optimization. Specifically, it outlines how using custom events to track meaningful user actions allows campaigns to optimize for cost per acquisition rather than return on ad spend. This provides more applicable metrics for measuring success across verticals. The document also describes how filtering users by quality scores and adjusting bids accordingly can further improve campaign performance at lowering CPA.

1. Libertex Group
Leveraging Smart Events
for CPA App Campaigns
Sergey Brednev

2. Introducing Libertex and why we are trailblazers
Libertex
3M+ clients
worldwide
400 employees
from 20+ nationalities
20+ years
of experience
9 offices
in Europe, LATAM,
Asia & CIS

3. { }
Why CPA is better than ROAS for XYZ
A group of users who reaches those goals is being
used to build patterns & adjust bids for every
impression.
Libertex

4. { }
{ }
{ }
Major disadvantages of ROAS
1. Requires a lot of constant data
2. Very few applicable verticals
Libertex

5. Rising above obstacles with custom events
Advertising platform doesn't care
about what you call a "conversion".
Libertex

6. From simple to smart
Cheapest possible traffic that meets your goals
The cheaper traffic you buy the less quality it has
Add a “quality” parameter
Campaign optimizes for
CPA on custom event
Custom event counts
only Search
App event tracker
Youtube“Conversion”
Search
Display
Libertex

7. From simple to smart
“Cut” users who receive a score less
than desired = users that we consider
as good enough.
Custom event with only
“green” conversions
Campaign optimizes for
CPA on custom event
SCORE
USERSTop 30%
Score=X
FILTERS AND DATA STORAGE
USERS
Libertex

8. The Landslide
Don’t change it more than by 10%
and/or often than couple of weeks.
You may adjust the threshold again –
be careful!
Top
30%
Top
40%
SCORE
At start
After 30 days
USERS
70%
Score=X
Libertex

9. CPA is widely applicable
Libertex

10. How to benefit from any user
All traffic has potential for your
business.
Tiers – users grouped by quality:
Top 30%
Middle 31–70%
Rest 71%–100%
SCORE
USERS
Score=X1
30%
Score=X
70%
Libertex

11. Find your perfect event!
Libertex

12. Sergey Brednev
sergey.brednev@libertexgroup.com
/company/libertex-group/
@cjbrednev/brednevsa
Libertex