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A Korean mobile app game brand has expanded to the US. The brand needs to launch a Facebook campaign. The campaign marketer knows the following:





- Objective: drive app installs and acquire new users
- Target: 18-35 Android users living in the US
- Facebook SDK: implemented (No app event has been implemented yet.)
- Average CPI for game apps in the US: $6
- Average lifetime value of a user: $11

The marketer ran a test campaign for mobile app installs on Facebook and acquired the following information:

- Average CPM: $13
- Impression to click conversion rate: 5%
- Click to app install conversion rate: 15%

The marketer is aiming for 250% ROAS and wants to acquire at least 9,000 new users. 

How much budget should the marketer allocate on app install campaigns on Facebook?


The correct answer was $15,600.


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