🧠 MVP UA IAA Template: I want to launch first Meta campaigns. Now what?

Step-by-step UA template for everybody. Use it ASAP!

Hey there, fellow UA manager, company founder, or indie developer! I know the feeling.

Recently, I introduced MVP UA setup for IAP-oriented games. What if your game makes most of its money from ads? Let’s say 70% IAA and 30% IAP. The traditional UA playbook no longer works for you.

All those old-school “optimize for purchase” setups were built for IAP-heavy economies, and if you try to force them onto an ad-driven game, you’re basically teaching the algorithm the wrong thing from day one. Additionally, it’s very expensive to bring payers on board for you, as your LTV is most likely lower and the payback period is shorter, given the 70/30 split towards IAA.

You pour your hearts and souls into making amazing games, and then comes the daunting task of getting them into players’ hands. When I first looked at Meta ads, it felt like a giant, intimidating maze. Budgets? Bids? Optimizations? It was enough to make my head spin.

Here’s your Minimum Viable Campaign Setup (MVCS) for IAA-heavy or hybrid games in 2025. Simple, structured, and actually designed for how your revenue works today.

1) The bare-bones setup you need (and nothing extra)

2) A practical campaign structure with starter budgets

3) Event tracking structure for In-App-Ads-driven games (very important!!!)

4) Budget pacing rules you won’t second-guess

5) A creative plan you can actually execute this week

6) A calm day-to-day operating rhythm

7) A 21-day roadmap that tells you when to add complexity

8) What not to do (the landmines)

Expect a battle-tested MVP that gets you live quickly, learns efficiently, and grows only when the numbers dictate. It’s built for small teams: minimal knobs, clear checkpoints, and a creative workload you can keep up with while you keep building the game.