Beyond Day 28: How UA Managers Can Optimize for Long-Term Profitability
Bruno Sista · May 28, 2026 · 3:12
UA managers are stuck in a trap. Ad networks optimize for day 7 or day 28. But your business needs profitability at day 365. Our lead UA analyst Bruno Sista breaks down why this mismatch is costing studios more than they realise, and how to fix it.
The data tells a clear story: Offerwall networks can look great at day 28 — their LTV curves flatten early and many campaigns never break even. Google campaigns carry higher CPIs upfront, but acquire players who are much more likely to still be active at day 30+. Optimizing for short-term ROAS means you're systematically selecting for the wrong users.
The challenge is that historical data eventually reveals this, but new campaigns, geos, and product updates don't give you the luxury of waiting. That's where Ktrl comes in. By reading early retention and monetisation signals, Ktrl predicts LTV out to day 365, so UA managers can set the right short-term ROAS targets and guide ad networks toward what actually matters: long-term profitable growth.
Check it out, especially if you're tired of your day 28 numbers looking great while your annual P&L tells a different story.
