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1UP Games boosted ROAS by 62% with value-based bidding

October 2026

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A person relaxing on a couch playing a mobile game on their phone alongside 1UP Games puzzle app screens and the 1UP logo.

Challenge

1UP Games knew that iOS players could bring in high revenue potential, but their previous attempts to reach these users showed unprofitable results. They needed a more reliable ad strategy to confidently invest their budget and attract high value players.

Approach

To capture this opportunity, 1UP took two-step approach:

  • Strengthened their foundation: They set up on-device conversion measurement using event data and ICM. This allowed them to find the installs they were previously missing and get a true picture of what each new player was worth.
  • Optimized for high-value users: With this clearer measurement in place, they were able to switch to Maximize conversion value bidding. This bidding strategy automatically focuses their budget on finding the most profitable players, helping them get more value out of every dollar spent.

Impact

1UP achieved a 62% increase in ROI and a 43% lower CPI thanks to these strategic shifts.

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