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“Thanks to the professionalism and active involvement of the Adikteev team over the past three years, we’ve been able to achieve outstanding results with our retargeting campaigns,and we hope to continue reaching new heights together.”
Sergey Yurkov, Head of UA @Magic Jigsaw Puzzles
background
Magic Jigsaw Puzzles is a long-standing casual title from ZiMAD, offering over 40,000 puzzles across themes like art, nature, wildlife, and architecture. As a free-to-play game, the app heavily monetizes through ads — a strong fit for a puzzle audience that generates frequent, repeat engagement.
With the campaign running for nearly three years, the focus shifted toward reactivating inactive players and maintaining strong ROAS while scaling IAA revenue on iOS.
the objective
The goal was to improve IAA performance by re-engaging players who had not returned to the app, while keeping ROAS healthy. ZiMAD aimed to:
- Reactivate inactive players at the most effective time period
- Improve D7 and D30 ROAS on iOS
- Increase quarterly ROAS by optimizing IAA segmentation
strategy
The strategy centered on ad-viewer segmentation, using behavioral and value-based signals to refine IAA performance.
Segmentation is central to hitting ROAS goals for IAA-driven apps. Identifying high-value ad viewers and re-engaging them at the right time allowed ZiMAD to maximize performance. NPUs and ad-view behavior proved valuable indicators, and ongoing testing helped refine cohorts.
Keeping audiences simple and behavior-based remains key for sustainable IAA success.
