In this solo episode, Matej walks through the exact step-by-step method he uses to launch successful Meta (Facebook) UA campaigns in 2025. From SDK setup to event engineering, targeting, budgets, creative strategy, and daily management - this is the “MVP strategy” every UA manager needs.

Direct links to step-by-step guides:

https://lancaric.substack.com/p/mvp-ua-template-i-want-to-launch

https://lancaric.substack.com/p/mvp-ua-iaa-template-i-want-to-launch?triedRedirect=true

https://lancaric.substack.com/p/creative-brief-template-7-creative

Softlaunch E-BOOK: https://payhip.com/b/fJi9E

What you’ll learn

• Minimum viable tracking setup (Facebook SDK, Firebase, MMPs)

• How to build meaningful event combinations (WY S WYG)

• Purchase-optimized vs. app-event optimized campaigns

• How to structure T1, T2, and ROW for better learning

• Targeting that still works in 2025 (broad, genre interest, lookalikes)

• Budget pacing rules and when to scale

• 3 starting concepts → 9 ad variations

• Using AI hooks, memes, UGC & dev-cam videos

• Daily operations: When you should do nothing

• Moving from AEO to value optimization

• Live example: Creating a full Meta campaign

Actionable checklist

Integrate Facebook SDK + Firebase + MMP.

Build 5–10 event combinations (engagement + monetization).

Start with 3 concepts → 9 variations.

Use T1 (US/UK/DE/CA/AU/NZ/KR/JP) + ROW.

Don’t scale before day 3–5 stability.

Check KPIs 2–3× per day, not hourly.

Switch to value optimization once you have depth of payers.

Key takeaway

Your UA performance is defined by the events you send, the creatives you test early, and how fast you can validate your first 3 concepts.

Get our MERCH NOW: 25gamers.com/shop

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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.

Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Podcast:

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg

Chapters

00:00 — Cold open & why this solo episode matters

00:40 — The original problem: “Where do I start with Meta UA?”

01:20 — Tracking essentials (SDKs, MMP, events you MUST send)

03:00 — WYSIWYG: “What You Send Is What You Get” explained

04:20 — Event combinations that actually help Facebook find payers

05:40 — Purchase vs. App Event optimization: when to use each

07:00 — Geo setup: US, Tier 1, ROW, and why you always need all three

08:10 — Targeting in 2025: broad, interests, lookalikes (what still works)

09:30 — Budgets: first 7-day rules & how not to break learning

11:00 — Creative framework: 3 concepts → 9 ad variations

12:30 — What concepts to start with (gameplay+finger, AI hooks, UGC/dev-cam)

14:00 — Creative iterations: hooks, pacing, soundtrack, memes

15:10 — Daily UA workflow: why “doing nothing” is sometimes the best move

16:40 — When to switch to value optimization (signals + payer depth)

18:00 — Live walkthrough: building a Meta campaign step-by-step

19:20 — Final advice

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Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

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If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej Lancaric