Case Study: Playrix lowers CPAs and scales LAT iOS acquisition with Liftoff

Playrix runs Limited Ad Tracking UA campaign with Liftoff, CPAs decrease

Playrix, the mobile game developer behind titles like Homescapes, Gardenscapes, and Fishdom, partnered with Liftoff to prepare for iOS 14 by testing Limited Ad Tracking (LAT) user acquisition. The challenge was to understand how non-personalized LAT traffic would perform versus IDFA traffic, especially in terms of CPI, CPA, Day 7 ROAS, and overall spend potential.

Liftoff added a LAT user segment to Playrix’s existing campaigns while keeping creatives, regions, KPIs, and ML models unchanged, using its ML bidding, Smart Pacer, Dynamic Ads, and MMP-based attribution to optimize delivery. The result was strong performance from the start: CPIs were lower across major regions, CPA fell below IDFA traffic after the first few weeks, D7 ROAS was on par or better in most cases, and LAT traffic scaled to become a significant share of Playrix’s iOS spend with Liftoff.

Playrix

Alexander Derkach

Head of Marketing