In today's highly competitive mobile app market, it's essential for app developers and marketers to find ways to improve Return On Ad Spend (ROAS) and boost your retention rate. One effective strategy is to focus on targeting returning users who have downloaded the app in the past but are no longer using it.

Having a solid framework for your creative strategy for mobile user acquisition (UA) campaigns is essential. Quite simply, strong performing social media creatives often lead to a wider reach and improvement in overall performance.

In this article, we are going to cover a couple of best practices that will help you get a better grip on how you can leverage your CPT bid for a better overall performance. We will discuss why you should optimize for events that take place at the lower end of your User Acquisition Funnel (e.g. purchase events) and provide a step-by-step guide on how you can do this. Before digging in, let’s first discuss exactly how the Apple Search Ads auction works.