Case Study: Zynga achieves 4.5X higher return on ad spend with Facebook App Event Optimization

Zynga - Customer Case Study

Zynga, the social game developer behind titles like Wizard of Oz Slots, wanted to increase in‑app sales by finding users who were not just likely to install the game but also to make purchases. The challenge was to drive high‑value downloads rather than just volume, targeting players who would engage with the game's pay‑to‑play features.

Zynga used Facebook’s app event optimization with lookalike audiences built from high‑value payers, targeted segments (age, gender, location, keywords), and proven in‑house creative to steer installs toward likely spenders. Although cost per install rose, the campaign delivered a 4.5X higher return on ad spend, doubled conversion to payer and produced a 60% increase in conversion to install within two months.

Zynga

Matt Widdoes

User Acquisition Lead