I already run UA. Why do I need retargeting?

The average app loses 77% of its DAUs within the first 3 days after install. Without implementing retargeting campaigns, 77% of that app’s UA budget is essentially going down the drain (Appsflyer study).

Do you provide creative services?

We offer custom creatives and custom pre-launch analysis. Our in-house studio can develop ads of any format but specializes in playable and video ads to maximize performance.

Why is retention important to growth?

Users try out a lot of apps but decide which ones they want to stop using within the first 3-7 days. The key to success is to get users hooked during that critical first 3-7 day period, and then keeping them engaged long term.

March 10, 2026

How we boosted ROAS by +220% for Funvent

By Margot Miller · 1 minute read

creative1

“We count on Adikteev as a trusted partner in the UAE — their team helped us achieve our performance goals, while adapting quickly to all regional nuances"

Kiran BABU, Founder @ Funvent

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Background

Funvent is a leading mobile casual gaming studio based in the UAE, with a global reach of over 300 million players. Tile Park is one of its flagship casual puzzle games, built around tile-based challenges with progressively increasing difficulty. As a free-to-play title, the game relies primarily on ad-based monetization, supported by short, repeatable gameplay sessions that drive frequent and sustained user engagement.

the objective

The goal was to improve IAA performance by re-engaging players who were recently inactive , while keeping ROAS healthy.

Reactivate recently inactive players
Increase monthly ROAS by optimizing IAA segmentation
Improve D7 ROAS on android

strategy

The strategy centered on ad-viewer segmentation, using behavioral and geo-based segmentation to refine IAA performance.

results

KEy takeaway

Segmentation is central to achieving ROAS targets for IAA-driven apps.

By identifying high-value ad viewers and re-engaging them at the right moments, Funvent was able to improve monetization efficiency. Geo-tier performance and ad-viewing behavior proved to be reliable signals for optimization, with ongoing testing driving incremental gains.

Ultimately, keeping audience strategies simple and behavior-based is key to building sustainable IAA performance.

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