Battle Camp — Performance Report May 2026

Overview

Total Ad Spend

$1,216

−67% vs April

Meta Ads (iOS only)

Revenue

$38,240

−24% vs April

In-app revenue (USD)

Paid Installs

138

−83% vs April

Non-organic installs via ads

ROAS (D7)
366%
+31% vs April
Revenue vs ad cost, 7-day window

Platform Split — Ad Spend

iOS

$1,216

Always On (AEM)

Android

Paused — no active campaigns in May

Campaign Breakdown — Always On iOS (AEM)

Ad Set	Spend (USD)	Impressions	Reach	CTR	CPM (USD)	ROAS (Meta)
iOS Always On v7 — EU	1,187	342,921	212,146	0.35%	3.46	0.43x
iOS BC Trailer VO Test — EU	29	4,564	3,268	0.57%	6.35	—
Total	1,216	347,485	212,495	0.35%	3.50	0.42x

CTR = click-through rate (clicks / impressions). CPM = cost per 1,000 impressions. ROAS (Meta) = purchase value attributed by Meta (AEM) divided by spend — Meta only captures a fraction of actual app revenue, see AppsFlyer ROAS D7 for the full picture. Converted from SEK at rate 1 USD = 9.33 SEK.

Attribution & User Activity — AppsFlyer (USD)

CPI — Cost per Install

$8.81

$1,216 ad cost / 138 paid installs

Active Users

4,883

−25% vs April

Revenue per Active User

$7.83

$38,240 / 4,883 active users

Paid Installs (Meta Ads)

138

All from the iOS Always On campaign

9.0% of total installs

Organic Installs

1,399

No paid attribution — word of mouth, search, direct

91.0% of total installs

Key Takeaways

Spend was cut by two thirds, revenue held up far better. With the Easter campaigns concluded and Android paused, May ran on a single iOS always-on campaign at roughly a third of April's budget. Revenue declined 24% to $38,240 while spend dropped 67% — the revenue base is carried by the existing player community rather than month-to-month ad volume.
Efficiency hit a new high: ROAS D7 of 366%, up 31% vs April. Concentrating the remaining budget on the proven always-on iOS setup meant every ad dollar returned $3.66 in revenue within 7 days. Note that Meta's own reported ROAS (0.42x) only counts purchases Meta can attribute through AEM on iOS — AppsFlyer captures the full revenue picture and is the number to steer by.
The trade-off is volume. Paid installs fell 83% to 138 and CPI rose to $8.81. Organic installs also dipped 32% with no seasonal event in May. The game is highly profitable at this spend level, but if the goal is user base growth, the next step is scaling iOS spend and reactivating Android, ideally around the next in-game event.

Measurement Note — Why Meta ROAS and AppsFlyer ROAS Differ

Meta Reported ROAS

0.42x

What Meta can see

Since Apple's App Tracking Transparency, most iOS users opt out of tracking. Meta only counts purchases it can attribute through Aggregated Event Measurement, a privacy-limited signal that captures a fraction of actual purchases. This number is a floor, not the real return.

AppsFlyer ROAS D7

366%

What actually happened

AppsFlyer sits inside the app and records every purchase made by users it attributes to the ads, during their first 7 days. It captures the full revenue picture and is the number to judge return on ad spend by.

How to read them: AppsFlyer ROAS answers "are the ads paying off?" (yes, $3.66 back per dollar within 7 days). Meta ROAS is only useful as a relative signal inside the platform, e.g. comparing one ad set or creative against another, since its undercounting is roughly consistent. Its absolute level should be ignored.
The honest caveat: attribution is not the same as causation. Some attributed players would have installed and spent anyway. The truth lies between blended return (total revenue / total spend) and the AppsFlyer figure. If spend is scaled up significantly, a proper incrementality test is the way to measure the true lift.