Optimization Guide for Advertisers

Optimizing a campaign means paying more for traffic that converts and cutting traffic that doesn't. Set up tracking before launch, then use reports, bid adjustments and SubID lists.


Before you launch


  1. Set up conversion tracking so conversions show in your reports. See How to Track Conversions with EZmob's Postback.
  2. Add macros such as {subid} to your landing page URL to pass EZmob data to your own tracker. See Tracking Tokens and Parameters Explained.
  3. Keep one country and OS group per campaign when their performance may differ. It keeps reports easy to read.
  4. Give the campaign a clear name (format, country, OS).
  5. Set a Daily Cap that fits your bid and targeting.


Check your win rate


Win Rate is in Metrics → Reports and in the Campaigns list. For Pop and Direct Click it is clicks divided by ad responses; for other formats it is impressions divided by ad responses.


  • Low win rate: your bid is not competitive. Raise it toward Rec.
  • High win rate while you hit your daily cap: try a lower bid.


Adjust bids per segment


In Edit Campaign → Targeting, you can set a bid adjustment per country, OS and browser (100% = your base bid). Raise it where you convert, lower it where you don't, instead of changing the base bid for everything.


Block or whitelist SubIDs


  1. In Metrics, set Report by to Source to see performance per SubID.
  2. Give each SubID enough data before you judge it. A common rule is 1,000–5,000 clicks.
  3. In Edit Campaign → SubID, block poor SubIDs or lower their Bid Adj.
  4. To scale winners, Duplicate Campaign, clear the copied SubID list, set Mode to Whitelist, add your best SubIDs and use a higher bid.


Schedule


Use Metrics → Reports by Date and your tracker's hourly data to find the best hours, then limit delivery in Ad Schedule in the Targeting step.



Updated on: 26/09/2026

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