Hily
Hily tested Value Optimization with Target ROAS against Target CPA, measuring success through ROI and pLTV D90 in its own analytics. Snap Ads Manager provided secondary measures of purchase performance and cost efficiency.
- Nadiia Dmytriieva, Head of Performance Marketing, Hily
Hily, a dating app, looked beyond click costs to understand the business impact of its Snapchat campaigns. The team assessed returns, purchase costs and user value, with its in-house analytics serving as the source of truth for business performance.
Hily ran a bid-strategy A/B test comparing a purchase-optimized Target CPA (tCPA) campaign with a Value Optimization campaign using Target ROAS (tROAS). Both campaigns used Unified Attribution.
The reported results cover the Aug 26–Sep 15 measurement window. Hily measured campaign success using its own internal analytics, focusing on ROI and pLTV D90 (predicted 90-day lifetime value). Snap Ads Manager provided secondary measures of performance: Unified Purchase ROAS and Cost per Unified App Purchase.
Compared with tCPA, Unified tROAS improved ROI by 29 percentage points and increased pLTV D90 by 15%, according to Hily’s internal analytics. 1
In addition, Snap Ads Manager results showed 31% higher Unified Purchase ROAS and 20% lower Cost per Unified App Purchase with Unified tROAS compared with tCPA. 2
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