Volume without value:
CPA bidding kept cost per registration (CPR) low, but gave no signal on how many registrations would ever convert to a paying subscriber.
117% ROAS on Day 30 for a popular Dating App on Moloco
+3x
D30 ROAS on Android
+190%
increase in D30 ROAS on iOS
Introduction
Admiral Media partnered with a leading dating app to drive real business impact, not just installs. On Moloco, the goal was simple: acquire high-quality users that are more likely to make a purchase and impact ROAS.
Moloco is an AI-native performance advertising company that helps mobile app marketers drive real business outcomes across millions of apps and a growing number of CTV platforms worldwide.
The Challenge
The hard part was not user volume on Moloco. It was proving which users would actually pay. The account ran on CPA bidding with no clear read on the one question that mattered: were these users worth acquiring at all?
Answering it meant a real bet on shifting bid strategy, and scaling spend, before knowing if it would pay off.
No side-by-side proof:
Without a controlled comparison, no one could tell if a different bidding strategy would change monetization or not.
Our Strategy
So we set out to prove it. The Admiral team simultaneously ran CPA and ROAS campaigns on Android and iOS, isolating the bidding strategy and comparing actual results.
We closely tracked revenue quality to D1, D7, and D30, the real signal for monetization, rather than optimizing toward CPI or CPR.
Admiral Media’s Impact
Android
ROAS campaigns delivered a 117.80% D30 ROAS, nearly 3x the 41.24% achieved with CPA campaigns (with same spend on both), signaling significantly higher-quality user acquisition and stronger monetization.
D1, D7 & D30 ROAS for CPA & ROAS Campaign: Android
10 Feb – 28 May 2026 · Equal ad spend on both campaigns
ROAS %
D1 ROASD7 ROASD30 ROAS
CPA campaigns
ROAS campaigns
| Measurement window | CPA campaigns | ROAS campaigns |
|---|---|---|
| D1 ROAS | 6.7% | 27.3% |
| D7 ROAS | 19.4% | 70.0% |
| D30 ROAS | 41.2% | 117.8% |
iOS
ROAS campaigns delivered a 113.67% D30 ROAS, nearly 3x the CPA campaign (same spend across both campaigns), confirming the same pattern held across platforms.
D1, D7 & D30 ROAS for CPA & ROAS Campaign: iOS
7 May – 28 May 2026 · Equal ad spend on both campaigns
ROAS %
D1 ROASD7 ROASD30 ROAS
CPA campaigns
ROAS campaigns
| Measurement window | CPA campaigns | ROAS campaigns |
|---|---|---|
| D1 ROAS | 18.8% | 24.4% |
| D7 ROAS | 33.3% | 76.3% |
| D30 ROAS | 39.2% | 113.7% |
Key takeaway:
Though Cost-per-Registration (CPR) came roughly 2 to 2.5x more on ROAS campaigns, they delivered nearly 3x the D30 ROAS. The numbers proved the trade-off was worth it.
Admiral Media turned Moloco from a scale channel into a source of high-value users, driving stronger, more profitable growth for this dating app.
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