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.
- Nicolas Deutsch - Performance Marketing Manager, Deblock
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.
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.
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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