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Switching Optimisation Events: MMP vs Firebase in Google App Campaigns
What happens when you switch your optimisation event from an MMP event to Firebase — keeping bids, budgets, and creatives constant.
I ran an experiment switching the optimisation event in my Google App Campaigns from an MMP event to the equivalent Firebase event, keeping bids, budgets, and creatives constant.
The result? Significant increases in installs and post-install events across most markets, but with a noticeable dip in Day 1 ROI. This test highlights the classic growth tension between scale and efficiency, and how optimisation signals can materially influence performance.
For a full breakdown of the experiment and detailed market-level results, read the complete article on Medium.