Deblock
Deblock tested whether optimizing for conversion value could improve return on ad spend and acquisition efficiency. The A/B test compared Value Optimization with Target ROAS against Target CPA, with both campaigns using Unified Attribution.
“We wanted to build on our Unified Attribution results by focusing on the value users generate, not just conversion volume. With Value Optimization and Target ROAS, we saw higher D30 ROAS, more activated users and a lower CPA per activated user.”
- Nicolas Deutsch - Performance Marketing Manager, Deblock
Deblock improves D30 ROAS with Value Optimization on Snapchat
Deblock, a financial-services app in France, had already seen strong results with Unified Attribution on Snapchat. The team wanted to take the next step: optimize not only for conversions, but for the value those conversions generated.
Deblock tested Value Optimization with Target ROAS bidding. Value Optimization focuses on conversion value, while Target ROAS sets a return-on-ad-spend goal for bidding.
Testing Target ROAS against Target CPA
From August 19 to September 21, 2026, Deblock ran an A/B split test under comparable delivery conditions. The team compared a standard Unified campaign using Target CPA (tCPA) with a Unified Value Optimization campaign using Target ROAS (tROAS).
Both campaigns used Unified Attribution. Deblock evaluated D30 ROAS alongside activated-user volume and cost per activated user. For this test, D30 cohort ROAS is based on cumulative revenue observed to date within a 30-day post-install window.
Higher D30 ROAS and more activated users
According to Deblock’s own data, used as the source of truth for business performance, the Value Optimization campaign delivered a 2x higher D30 cohort ROAS, based on cumulative revenue observed to date within a 30-day post-install window. 1
Value Optimization also drove 45% more activated users while reducing CPA per activated user by 42%. 1
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