Vertigo Games
How Vertigo Games helped Critical Strike exceed its D7 ROAS KPI on iOS with TikTok’s SDK and IAP VBO D7 Highest Value optimization.
Exceeding iOS D7 ROAS
Vertigo Games helped Critical Strike beat its seven-day return on ad spend KPI on iOS by combining TikTok SDK data connections with IAP D7 Highest Value optimization, resulting in higher purchase value and lower cost per purchase versus a control campaign.
- +10% higher D7 ROAS vs. client KPI and +297% D7 ROAS uplift vs. control campaign.
- -26% lower cost per purchase and +107% uplift in user purchase value vs. control campaign.
- Results are based on internal advertiser data and TTAM, measured from 30 July to 12 August 2026.
The objective
Driving high-value iOS purchasers for an IAP-focused FPS title
Critical Strike, developed by Vertigo Games, is a global first-person shooter monetized through in-app purchases like weapons, skins, armor upgrades, and battle pass content.
Vertigo Games set out to improve iOS campaign efficiency while meeting its D7 ROAS KPI. The goal was to identify users with stronger purchase intent and optimize delivery toward players most likely to generate high-value purchases within the first seven days.
The solution
Combining TikTok iOS SDK signals with IAP D7 Highest Value optimization
Vertigo Games combined TikTok's iOS SDK with IAP D7 Value-Based Optimization Highest Value to strengthen signal quality and optimize toward users with higher D7 purchase intent.
With sufficient daily budget and gameplay-focused creatives, the campaign enabled TikTok's optimization model to better identify high-value purchasers, improving efficiency for Critical Strike's iOS campaigns while supporting the D7 ROAS goal.
Featured products: TikTok iOS VBO D7 Highest Value; TikTok iOS SDK.
The result
Exceeding D7 ROAS goals and improving purchase efficiency
By leveraging TikTok iOS SDK and IAP D7 Highest Value optimization, Vertigo Games successfully met and exceeded its D7 ROAS KPI for Critical Strike on iOS.The campaign delivered +10% higher D7 ROAS vs. the client’s KPI and achieved a +297% D7 ROAS uplift vs. the control campaign. It also improved purchase efficiency, with a 26% lower cost per purchase vs. the control campaign, while driving a 107% uplift in user purchase value vs. the control campaign.These results show how TikTok’s SDK-enabled signals and value-based optimization can help IAP gaming advertisers identify higher-intent users and optimize toward stronger early purchase value. Results are based on internal advertiser data and TTAM, measured from 30 July to 12 August 2026.
The TikTok SDK combined with iOS D7 Highest Value bidding met our D7 ROAS KPI Goal and outperformed our control campaign on purchase value per user. It reached players with stronger purchase intent, so we had lower cost per purchase and higher value per purchase.
Your questions, answered
Business Help CenterWhat was Vertigo Games trying to improve?
Vertigo Games wanted to improve iOS campaign efficiency for Critical Strike while meeting its day 7 return on ad spend KPI. The focus was finding players with stronger purchase intent in the first seven days.
Which TikTok for Business products were used?
The campaign combined the TikTok iOS SDK with IAP D7 Value-Based Optimization Highest Value. The featured products listed were TikTok iOS VBO D7 Highest Value and TikTok iOS SDK.
What results did the iOS campaign achieve?
The campaign exceeded the D7 ROAS goal with 10% higher D7 ROAS versus the client KPI and 297% D7 ROAS uplift versus the control campaign. It also saw 26% lower cost per purchase and 107% higher user purchase value versus the control.