Case Study: Magic Tiles 3 achieves 41% higher user value and 31% higher ROAS with TikTok for Business App Event Optimization

Increasing user value and ROAS with App Event Optimization

Magic Tiles 3, a rhythm-based mobile game, partnered with TikTok for Business to boost user value (revenue from rewarded videos and subscriptions) and maximize return on ad spend. After earlier success with TikTok creatives, the team wanted a more targeted, cost-effective way to identify high-value users and improve retention.

TikTok for Business deployed its App Event Optimization (AEO) using postbacks to bid on and optimize for in-app events—primarily “Achieve Level” and “View Content”—focusing efforts in Japan. Over two weeks, optimizing toward “View Content” delivered almost 30% higher ROAS versus mobile app install campaigns, increased user value by 41%, lifted ROAS by about 31%, and improved Day-2 retention by 3%.

Magic Tiles 3