The update introduces the ability to run ROAS campaigns with AEM for gaming apps on Meta, a feature eagerly awaited due to recent challenges in maintaining consistent performance. Unlike Android, where you can choose to optimize for either in-app ad impressions or in-app purchase value, Meta's interface only allows selecting "Maximize ROAS" without specifying the focus. The author notes that adROAS campaigns have been effective for launching new titles but tend to lose efficiency over time. This new feature is expected to help improve campaign performance for gaming apps.
