Onmo @OnmoAI

"Interested in Strategy" on Meta = Lords Mobile whales, Clash Royale casuals, and people who clicked a strategy ad in 2024, in one bucket. 4X UA doesn't survive that mix the way casual UA does. Seed behavior, not interest.

Geo-holdouts measure lift by sacrificing a state's worth of spend. Better: split a 122M-deep behavioral cohort 50/50 — exposed vs control, matched on actual in-app spend, not zip code. One click in Signal. Free right now. signal.onmoai.com

Tarneeb, Trix, Baloot — none exist as named interests on Meta. They all collapse into "Interested in Card Games." Your Saudi card-game lookalike is seeded from a Baloot spender, a Solitaire ad-clicker, and a poker memer in one bucket. signal.onmoai.com

Advantage+ doesn't pick your audience — it expands your seed. Seed of "clicked a gaming ad" = AI finds more clickers. Seed of top-20% in-app spenders = AI finds more spenders. Same campaign, different LTV. signal.onmoai.com

"Seed lookalike with top spenders" — sure, but 5% or 20%? Top 5%: precision, hard to scale. Top 20%: enough volume for Meta, still spender-biased. For most studios <$200K/month UA, top 20% is the right default. signal.onmoai.com

CPI up 60% after you switch audiences. UA managers panic and pause the test. They miss the point. Day-30 CPA is 40% lower. Payback compresses 2 weeks. You buy revenue, not installs. signal.onmoai.com

15M "gaming interested" is not the same thing as 500K "paid in-app last 30 days." Thin signal at scale isn't a substitute for dense signal at focus — especially at $50K/month. Different product entirely. signal.onmoai.com

Most audience data platforms need an SDK integration before you can test anything. That's a quarter-long commitment before you see one result. Signal has 300M+ device IDs already scored — no SDK, no eng ticket. Test this week. signal.onmoai.com

Your lookalike seed: "installed our game once." Better seed: active in 3 puzzle games, recorded in-app spend, premium device. Cross-game behavioral scoring changes the expansion math. signal.onmoai.com

Manual upload: export IDs, hash for Meta, re-hash for TikTok, re-upload when match rate comes back at 15%. Server-to-server push skips hashing entirely. Match rates climb, test cycles shrink. signal.onmoai.com

Most audience data platforms make you wait 2 weeks for a custom segment build. By then your test window is gone. Signal has 273 pre-built gaming audiences ready to upload in one click. No rep, no queue. signal.onmoai.com

Your highest-ARPU players are on premium devices. Not because the phone matters — because device choice correlates with spending behavior. We score this. Premium Hardware segment, pre-built, ready to upload. signal.onmoai.com

Board games are a $2B+ mobile category but try finding "board game spenders" in Meta's interest targeting. You can't. We have 18M device IDs scored by actual board game app behavior. Pre-built, one-click upload. signal.onmoai.com

"Build an audience" in your MMP = users who hit level 10 in your game. Build an audience from behavioral data = 122M puzzle players scored by spend across the ecosystem. One seeds retargeting. The other seeds net-new reach. signal.onmoai.com

Your MMP builds audiences from your own install data. That's retargeting. Prospecting needs behavioral signal from across the app ecosystem — what 300M devices do across 170K apps, not just inside your title. Different input, different lookalikes. signal.onmoai.com

Board game players are 18M devices in our data. Small category, but highest concentration of premium-device owners and repeat spenders. If you're publishing board games and seeding lookalikes with "casual gaming" interest — you're diluting your best segment.

Your custom audience decays faster than your test cycle runs. By week 2, match rates are dropping and your lookalikes are pulling in noise. The problem isn't the platform — it's the data you seeded with. signal.onmoai.com

Uploaded a custom audience to Meta last month and forgot about it? Match rates decay fast. Behavioral audiences built from last-30-day activity match 3-4x better than stale lists. If you haven't refreshed your seeds in 30 days, you're burning budget. signal.onmoai.com

Your best ad creative has a ceiling — and it's not the hook, the format, or the copy. It's the audience. Interest-category targeting means 60% of impressions go to people who'll never convert. Behavioral data gives your creative a fair shot. signal.onmoai.com

25M card game players scored by actual spend behavior. Your lookalike seeds don't have to start from scratch every time you ship a title. signal.onmoai.com