💎 Recommended campaign structure

Thomas still likes to have ad groups (regardless of how they group keywords - meaning, LTV, etc.) “duplicated” so that he ends up with 3 ad groups targeting New Users LAT Off, Returning Users LAT off and All Users. It’s a more complex structure (and there is some audience overlap), but the conversion/ARPU/retention performance can be entirely different depending on the targeting. It also helps if/when deciding from where to pull back spend.

The payload when a user is coming from one of your ASA campaigns is pretty granular: you can get keyword-level data and you can get retention as well as other post-install metrics.