+2 votes
I'm concerned that D7 ROAS is too short-term but it is the industry standard.

Are there any advertisers who look at campaign performance beyond D7 ROAS or a bucket of different metrics?
by (230 points)

2 Answers

+1 vote

Sometimes, because of the app's or ad-network specifics, there can be some delay in payments by users, so metric D7 is not always consisted of comprehensive data. In such cases, we consider ROAS D14. Also, I would suggest taking into account Retention D3, D7 and D14, increasing of Depositors.
by (350 points)
0 votes

Here's a good article that argues that D7 is not a good metric to use in optimizing campaign performance:

Why D7 ROAS might be the worst KPI to optimize towards since CPI

by (14.2k points)
Thanks Eric!

What do you think are the recommended metrics to supplement D7 ROAS if we do not want to focus on a single metric for optimization?
The problem with focusing on a single metric is that you can lose sight of the overall curve, which may change / flatten over time even if the DX metric stays consistent. You need to maintain a view of the ROAS curve as a whole and re-test critical points every so often.