How to Optimize Your Rewarded UA Campaign: A Practical Checklist

Rewarded user acquisition (UA) is known across the mobile ad space as one of the most efficient ways to drive scale and user quality across apps. However, it’s not as easy as just signing up for enormous gains.

Optimal results can be achieved by preparing for, understanding, and engaging with rewarded UA in a way that brings the best out of it.

Whether you’re preparing to launch or looking to optimize an existing campaign, these are the key steps to unlock sustainable ROAS and long-term results.

1. Set KPIs that reflect rewarded user behaviour

Rewarded users progress through your early funnel much faster than users acquired from standard UA channels. In many cases, this creates a stronger, faster early performance (D0-D7), followed by a slower long-tail curve.

With this in mind, it is important to set realistic and effective KPIs specifically tailored for rewarded UA. This includes:

• Adjusting ROAS targets from D0 to D180 and beyond, reflecting the naturally longer monetization tail

• Compare geographic performance to determine where bids are competitive enough to bring in high-quality traffic

• Monitor OS differences. iOS and Android have different user values and measurement constraints

• Revisit KPIs regularly after launch, adjusting them based on actual completion rates and value patterns

Rewarded UA is dynamic, so KPI flexibility is vital to ensure long-term success.

2. Design reward structures for long-term value

Previously, rewarded UA structures aimed for installs and task completion. However, in the current market, task completion isn’t enough on its own. A strong rewarded UA structure nudges users towards deep, meaningful events that correlate with high lifetime value (LTV).

Some ways to optimize for this include working with your rewarded partner to:

• Build multi-step reward paths that feel achievable but not trivial

• Utilize the different types of rewards platforms like Almedia offer

• Review in-game level difficulty and adjust where needed. Difficulty spikes can cause drop-offs

• Reassess difficulty after game updates, as even small tuning changes can impact funnel efficiency

• Track event completion fluctuation to detect problematic levels or unexpected friction

Deep, engaging flows lead to sustained value up to and beyond D180, long after the initial reward window.

3. Share detailed data with your rewarded partner pre-launch

Rewarded UA operates best when the pre-launch structure is seeded with fresh, accurate first-part data. Therefore, ahead of launch we advise all partners to provide Almedia or any other rewarded partner with:

• Current completion rates for each event

• Time-to-event benchmarks across OS and geo

• Any known level bottlenecks or changes in progression speed

• Planned content changes in upcoming updates

• LTV benchmarks and early monetization curves

The more data Almedia has, the more levers we are able to pull to optimize your reward structure, both early and long-term. The more context you provide, the quicker we can scale your UA.

4. Configure your MMP correctly

A clean MMP setup eliminates tracking gaps and enables accurate optimization. With guidance from your Almedia account manager, make sure you:

• Verify that events are mapped correctly and tracked consistently across OS

• Open unattributed postbacks to strengthen optimization signals

• Share click links and ensure they’re properly accounted for

• Confirm that the MMP recognises rewarded flow events separately from organic events

• Test events to ensure nothing breaks after updates

Correct configuration keeps your rewarded structure on the right track and optimized on real, not assumed, behavioural data.

5. Activate real-time value signals

Real-time postbacks are critical for rewarded UA. They give the system instant visibility into your campaign’s performance and the user value we generate.

Ensure you:

• Activate all mandatory value postbacks, especially for IAA-heavy titles

• Enable deep event postbacks and keep them flowing after the rewarded window

• Maintain unattributed postbacks so our systems can learn from broader behavioral signals

• Use consistent naming and mapping to ensure clean optimization data

Real-time signals allow Almedia’s algorithm to adjust bids, filter out low-quality users, and clamp down on any inefficiencies before they become a problem.

6. Exclude existing users

Rewarded campaigns should focus on new, eligible users.

Therefore, it is highly recommended that you:

• Apply suppression lists on all platforms

• Regularly refresh suppression logic during updates and feature rollouts

• Verify that suppression works across all partners and OS

• Check performance differences between suppressed and unsuppressed cohorts

With strong suppression, you’ll enjoy better user quality and ROAS and minimise wasted spend.

7. Scale intelligently

Scaling rewarded UA isn’t just about increasing your budgets. You have to understand your funnel and know where this scaling potential lies.

To scale effectively:

• Watch for level or event bottlenecks that emerge during higher-volume periods

• Understand how each geo’s ROAS funnel behaves before pushing scale

• Avoid sudden, dramatic changes to bids or budgets

• Utilize Almedia’s Advertiser Platform to track campaign performance consistently

• Check for OS differences that may open new scaling opportunities

With Almedia’s highly data-driven approach to campaign management, scaling is easier, responsive, and more consistent.

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Rewarded UA is at its most effective when it’s treated as a long-term growth lever rather than a short-term acquisition tactic, thanks to the significant LTV potential of users from the likes of Freecash.

By following the above advice, you create an environment where your performance can compound over time and deliver sustained ROAS.

If you want to find out more, get in contact with our team!