Moloco Ads: campaign structure, creatives and postbacks

In Moloco, start with a separate campaign for each offer, GEO and goal. Add ad groups, then organise creatives by format. Here is how to arrange the account and what to check before the first spend.

App and events

This guide covers acquiring users for a mobile app. An MMP is a mobile measurement partner, such as AppsFlyer or Adjust. A postback reports an event: an install, registration or purchase. The Moloco integration guide covers connecting the MMP, configuring event sharing, setting up tracking links and checking the data.

If the business needs paid subscriptions but the reporting only captures installs, rearranging creatives will not fix that gap. I would first agree with whoever owns analytics on what counts as a result, when it is sent and where we reconcile it. A cheap install looks nice. It does not tell us the profit yet.

Campaign, Ad Group and Creative Group

That is the short map from the documentation for campaigns, Ad Groups and Creative Groups. I would not assume an Ad Group is a complete equivalent of a Facebook ad set. Find the setting you actually need before building your test around it.

One offer, one country, one goal

For this launch method, build a separate campaign around one offer, one country and one goal. Keep different directions apart. Separate Android and iOS as well. Each campaign gets a clear job and its own economics.

Say Germany and Spain have different payouts and creative languages. Separate campaigns let you see the spend, conversions and outcome for each country. You do not have to unpack a blended number to find out which country earned money and which used up the budget.

Start with 3–5 Ad Groups

Create 3–5 Ad Groups inside the campaign. Give each a clear purpose: what you are testing, which creative set belongs there and how it differs from the next group.

The Ad Group settings cover creative-group assignments, Targets and the impression interval. Multiple Targets within a group use AND logic: a user has to meet all the conditions. Adding another condition can narrow your audience instead of expanding it.

Do not squeeze the entire test into one group. Spread the variations across those 3–5 groups, name them clearly and review their individual results. You should understand the launch from the names without investigating a long chat with the designer.

Use 3–5 creatives of one format in each group

Keep video, banners and native ads in separate groups. In this method, formats stay separate. Prepare 3–5 creatives of the same type so you can assess variations within that format.

One group could contain product-demo videos, another a different video angle, and a third banners. Want to try the same idea in native ads? Give it a separate group. The report then tells you which format and approach produced the result.

A new soundtrack or colour is a change too, but write down what you are testing. A different opening? A different scenario? A stronger reason to try the app? Start with a creative brief. Use the creative checker to inspect file properties against the Moloco format requirements. Passing a file check does not mean the ad has passed moderation.

An example you can read at a glance

Take a fitness app as an example: Android, Germany, subscription goal. The account structure would look like this:

The names should tell you what is inside. If you can reopen the account next week and understand it without searching Telegram for an explanation, that is a decent start. The creative organizer can help with a larger batch of files.

What I would check in the postbacks

• The event means the action you count as a result. A registration and a paid subscription should not accidentally become the same metric.
• A test action appears in the MMP, and sharing with Moloco follows the instructions for that provider.
• Revenue events have the expected amount and currency. Reconcile one clear payment before trusting the aggregate.
• Check the tracking link, selected app and accidental duplicate sends of the same event.

Each integration has its own settings. Start with the Moloco MMP section, then follow the guide for your provider. A set of UTM tags on its own does not replace that integration.

When should you change the campaign?

Leave the campaign to run for its first 3–4 days without constantly adjusting it. Watch spend, incoming events and early results. Then review groups by ROI and target actions, remove weak creatives and decide what to scale.

Fix a broken link or an incorrect event as soon as you find it. But avoid changing the budget, audience and every creative together after the first few conversions. You will struggle to tell which change mattered.

Before launching, write down what you are prepared to spend on the test, what result is acceptable and which data will drive the decision. Use the budget planner to lay out spend by day and the ROI calculator to include fees alongside confirmed revenue. Keep CPI and CTR in the report. Check the actual money as well.

A short pre-launch checklist

• One campaign means one offer, one country and one goal.
• Prepare 3–5 Ad Groups with clear purposes.
• Each group has 3–5 creatives of one format; keep video, banners and native ads separate.
• Names are readable and files meet the chosen format requirements.
• MMP events and tracking links have been checked against a specific action.
• Write down the test budget and evaluation criteria; allow the first 3–4 days for delivery and observation.

After launch, check results for each group. This structure makes it easier to find weak creatives, compare formats and decide where to add budget.

Moloco documentation links accompany the relevant account settings. The app example illustrates the structure.

You can find this guide in the Moloco section. Comparing sources? The Vibe.co review covers television inventory and a different approach to measurement. Questions about this article can go to me on Telegram.