Why does my campaign spend lower than the set budget with target CPI mode?

When a campaign targets CPI mode, our models will adjust spending to best meet that target CPI. If the actual CPI is lower than the target CPI, the campaign might take advantage of the opportunity and exhaust the budget quickly. If the actual CPI is higher than the target CPI, the campaign will spend less.

If you always want to spend the full daily budget, select the campaign's bid priority as Budget rather than Target CPI.

Why is the spending so small for the specific inventories although the performance is good?

In real-time bidding (RTB), spending is heavily influenced by supply, demand, and competition. Spend in a high-performing inventory might be low because the number of app users in the inventory is very small, or because the campaign's target cost is too low. Moloco's machine learning engine will automatically adjust to the situation to get you the best results.

The CPI has significantly increased while running ROAS optimization campaign. How can I lower the CPI?

ROAS optimization campaign bids more flexibly and aggressively for users expected to have high ROAS. For this reason, a ROAS optimization campaign's CPI is usually higher than a CPI optimization campaign. However, if you think the CPI is too high, you can use the following methods:

Option 1: Operate CPI optimization & ROAS optimization campaigns simultaneously

One option is to operate install optimization and ROAS optimization campaigns at the same time. This way, you can control CPI and ROAS by adjusting the budget allocation between the 2 campaigns.

Option 2: Adjust a daily budget for ROAS optimization campaign 

Another option is having a daily budget of at least $250 to $500 if you have spent lower than this. To gather enough data for ROAS optimization, we recommend a daily budget of at least $250 to $500.