Facebook placement, audience and bid-strategy headroom — the real builder, run on generated data. No figure here is a real campaign.
back to the portfolio →Facebook headroom diagnostic — Ember & Ashes
Facebook is the workhorse: 3,100 installs at 66% register rate in the funnel sample. This report finds the remaining headroom — placements, optimization, audience, creative.
3,100
Installs (FB)
AppsFlyer: 3,100
65.61%
Register / install
2,034 registers
$1.70
CPA register
CPI: $1.11
Headroom: where to squeeze more out of Facebook
⚠
Audience Network (FAN) is 16% of Facebook spend
Facebook Audience Network is the third-party SDK network — same mechanism as TikTok's Pangle. Other apps show your install ad, often via rewarded video. Quality is typically lower than native Feed / Reels. At ad-set level, deselect Audience Network in Placements; restrict to Feeds + Reels + Stories. Usually adds ~10-20% CPI but lifts register rate by more.
ℹ
3 ad set(s) optimize for clicks / installs / reach instead of an in-app event
$1.1k of spend is on ad sets not optimizing for app events. For a registration-funnel game, the strongest signal is OFFSITE_CONVERSION → fb_mobile_complete_registration (App Event Optimization). If install events are abundant but register signal sparse, try App Event Optimization with a 7-day click + 1-day view attribution window.
1.Campaign objective mix
For a registration-funnel game, the strongest objective is APP_PROMOTION with optimization for OFFSITE_CONVERSIONS → registration event (Facebook's AEO equivalent). OUTCOME_TRAFFIC and OUTCOME_AWARENESS will drive impressions cheaply but rarely register.
| Campaign objective | Spend | Share | |
|---|
| APP_INSTALLS | $3.5k | 100.0% |
|
2.Placement mix (Feed / Reels / Stories / Audience Network)
Where Facebook actually delivered your ads. facebook + instagram placements = native (high intent). audience_network = third-party SDK network — Facebook's equivalent of TikTok's Pangle. Lines flagged red have audience_network exposure or sub-20% register rate.
| Platform | Position | Spend | Share | Installs | Regs | Reg/install | CPI | |
|---|
| facebook | feed | $1.3k | 38.0% | 1,178 | 482 | 40.9% | $1.11 |
|
| instagram | stream | $724.50 | 21.0% | 651 | 266 | 40.9% | $1.11 |
|
| audience_network | classic | $552.00 | 16.0% | 496 | 203 | 40.9% | $1.11 |
|
| facebook | video_feeds | $483.00 | 14.0% | 434 | 177 | 40.8% | $1.11 |
|
| instagram | story | $379.50 | 11.0% | 341 | 139 | 40.8% | $1.11 |
|
3.Top campaigns by spend
| Campaign | Objective | Spend | Installs | Regs | Reg/install | Freq | CTR | CPI | CPA |
|---|
| VN_EA_AEO_Register | APP_INSTALLS | $1.5k | 1,364 | 885 | 64.9% | 1.5 | 2.50% | $1.11 | $1.72 |
| VN_EA_AAA_Install | APP_INSTALLS | $1.1k | 1,023 | 684 | 66.9% | 1.6 | 3.13% | $1.11 | $1.66 |
| VN_EA_Retarget_Video | APP_INSTALLS | $793.50 | 713 | 465 | 65.2% | 2.1 | 1.15% | $1.11 | $1.71 |
4.Creative-level winners and laggards
Where the biggest headroom usually sits. Pause the bottom; scale the top.
Top 10 by register rate
| Ad name | Spend | Installs | Regs | Reg/install | CTR | CPI |
|---|
| boss_fight_30s | $430.69 | 387 | 270 | 69.8% | 3.16% | $1.11 |
| static_keyart_b | $431.81 | 388 | 268 | 69.1% | 1.02% | $1.11 |
| hero_cinematic_15s | $434.03 | 390 | 261 | 66.9% | 2.20% | $1.11 |
| class_reveal_9s | $417.34 | 375 | 248 | 66.1% | 0.98% | $1.11 |
| tutorial_clip_10s | $448.50 | 403 | 262 | 65.0% | 1.43% | $1.11 |
| ugc_streamer_12s | $432.92 | 389 | 247 | 63.5% | 1.22% | $1.11 |
| static_keyart_a | $428.47 | 385 | 244 | 63.4% | 2.03% | $1.11 |
| gameplay_raid_20s | $426.24 | 383 | 234 | 61.1% | 2.55% | $1.11 |
Bottom 10 by register rate
| Ad name | Spend | Installs | Regs | Reg/install | CTR | CPI |
|---|
| gameplay_raid_20s | $426.24 | 383 | 234 | 61.1% | 2.55% | $1.11 |
| static_keyart_a | $428.47 | 385 | 244 | 63.4% | 2.03% | $1.11 |
| ugc_streamer_12s | $432.92 | 389 | 247 | 63.5% | 1.22% | $1.11 |
| tutorial_clip_10s | $448.50 | 403 | 262 | 65.0% | 1.43% | $1.11 |
| class_reveal_9s | $417.34 | 375 | 248 | 66.1% | 0.98% | $1.11 |
| hero_cinematic_15s | $434.03 | 390 | 261 | 66.9% | 2.20% | $1.11 |
| static_keyart_b | $431.81 | 388 | 268 | 69.1% | 1.02% | $1.11 |
| boss_fight_30s | $430.69 | 387 | 270 | 69.8% | 3.16% | $1.11 |
5.Demographic mix
Age × gender register-rate split. Useful for narrowing audience or pausing under-performing demos.
| Gender | Age | Spend | Installs | Regs | Reg/install | CPI |
|---|
| male | 18-24 | $1.1k | 961 | 394 | 41.0% | $1.11 |
| male | 25-34 | $999.39 | 898 | 368 | 41.0% | $1.11 |
| male | 35-44 | $483.00 | 434 | 177 | 40.8% | $1.11 |
| female | 18-24 | $448.50 | 403 | 165 | 40.9% | $1.11 |
| female | 25-34 | $448.50 | 403 | 165 | 40.9% | $1.11 |
6.AppsFlyer reconciliation
| Facebook | AppsFlyer | Δ |
|---|
| Installs | 3,100 | 3,100 | +0.0% |
| Registrations | 2,034 | 2,034 | +0.0% |