When to Test Smaller UA Networks (2025 Guide)

Facebook, TikTok, and Google dominate mobile user acquisition for good reason. They offer scale, sophisticated targeting, and mature optimization algorithms.

But at a certain point, every app hits diminishing returns on these platforms. CPIs rise. Audiences saturate. Incremental installs become harder to find.

That's when smaller networks start to make sense.

Here's how to know when you're ready, which networks to test, and how to evaluate results.

The Case for Diversification

Apps using 6 or more ad networks see nearly 3x higher ROI compared to those using 5 or fewer.

This isn't because smaller networks perform better than Facebook or TikTok on a per-install basis. It's because diversification reduces risk and unlocks incremental reach that primary channels can't deliver.

The key insight: Smaller networks don't replace your primary channels. They complement them by reaching users you're not already capturing.

When to Test Smaller Networks

Testing too early spreads your budget thin and prevents you from learning what works on any single channel. Testing too late means you miss opportunities while overpaying on saturated primary channels.

You're ready to test smaller networks when:

1. You've Scaled Primary Channels to Maturity

Before testing smaller networks, you should have:

• Stable performance on Facebook, TikTok, or Google for at least 3-6 months
• Optimized creative library with proven concepts that consistently hit target CPIs
• Attribution infrastructure that accurately tracks cross-channel performance
• At least $50,000/month in total UA spend (smaller budgets should focus on mastering 1-2 channels)

Why this matters:

Smaller networks require the same infrastructure and operational rigor as large platforms, but with less scale. If you haven't optimized your primary channels, you're not ready to manage multiple smaller ones.

2. You're Seeing Saturation Signals

Diminishing returns on primary channels show up as:

• Rising CPIs: Your cost per install increases 20%+ over 60-90 days despite consistent creative refresh
• Declining ROAS: Return on ad spend trends downward even with optimization
• Limited incremental scale: Increasing budget by 50% delivers less than 25% more volume
• Audience overlap: Frequency metrics rise, indicating you're re-reaching the same users

What this indicates:

You've captured the easily accessible, high-intent users on major platforms. Incremental growth requires reaching new audience segments, which smaller networks can provide.

3. You Have Budget for Proper Testing

Smaller networks require meaningful test budgets to overcome platform learning phases and gather statistically significant data.

Minimum test budget per network:

• Standard networks (Snapchat, Reddit, Twitter/X, Pinterest): $5,000-$10,000 over 2-4 weeks
• Content networks (Taboola, Outbrain): $50,000 over 6 months
• Gaming networks (Unity Ads, ironSource, AppLovin): $10,000-$15,000 over 4 weeks
• Programmatic DSPs (Liftoff, Moloco, Jampp): $10,000-$20,000 over 4-6 weeks

Why these amounts:

Two weeks gives you enough data to see weekday fluctuations. Four weeks allows you to test creative variations and optimize toward target metrics. Anything less and you're measuring noise, not signal.

4. You Have Category-Specific Fit

Not all networks work for all apps. Smaller networks often have audience strengths in specific verticals.

Network-category alignment:

Network	Best Fit Categories	Key Strength
Snapchat	Social, lifestyle, beauty, Gen Z apps	Young audience (75% under 34)
Reddit	Finance, productivity, gaming, niche communities	Engaged, high-intent users in specific subreddits
Twitter/X	News, sports, finance, real-time content	Contextual targeting around trending topics
Pinterest	E-commerce, lifestyle, food, home, fashion	High purchase intent, visual discovery
Unity Ads	Gaming, especially casual and hyper-casual	In-game placements, gaming audience
ironSource	Gaming, especially mid-core and hardcore	Cross-promotion, rewarded video formats
Taboola/Outbrain	Content apps, news, productivity	Native content placements
Moloco/Liftoff	E-commerce, marketplace, subscription	Programmatic optimization, ML-driven targeting

If your app category aligns with a network's audience strength, you're more likely to find efficient scale.

Which Networks to Test First

Don't test all networks at once. Sequential testing gives you cleaner data and prevents operational overwhelm.

Framework for prioritization:

Tier 1: Start Here

Test these first if they align with your category:

• Snapchat: Strong for apps targeting users under 35, especially social and lifestyle categories
• Reddit: Effective for niche communities with high engagement (finance, gaming, productivity)
• Unity Ads / ironSource: Essential for gaming apps looking to scale beyond Facebook and Google

Tier 2: Test After Tier 1 Validation

Once you've validated at least one Tier 1 network:

• Twitter/X: Works for news, sports, finance, and real-time content apps
• Pinterest: Strong for e-commerce, lifestyle, and visual discovery apps
• AppLovin: Gaming-focused, especially for casual games

Tier 3: Advanced Testing

These require longer optimization cycles and larger budgets:

• Taboola / Outbrain: Native content networks that require 6+ months to optimize
• Programmatic DSPs (Moloco, Liftoff, Jampp): Best for apps with strong LTV models and sophisticated attribution

How to Test Effectively

Smaller networks fail not because they don't work, but because tests are under-resourced or poorly structured.

Testing framework:

1. Set Clear Success Criteria

Before launching, define what "success" means:

• Target CPI: What's your maximum acceptable cost per install?
• Target quality metrics: Day 7 retention, registration rate, purchase rate
• Minimum scale: What's the minimum weekly install volume to make this channel worth ongoing management?

Example success criteria:

• CPI below $8.00
• Day 7 retention above 15%
• Minimum 500 installs/week at target CPI

If a network can't meet these thresholds after 4 weeks of optimization, it's not worth scaling.

2. Use Proven Creative Concepts

Don't create new creative specifically for smaller networks. Start with your top-performing concepts from Facebook or TikTok.

Why:

If a creative works well on Facebook, the issue on a smaller network is channel fit, not creative quality. Testing new creative and a new channel simultaneously makes it impossible to isolate variables.

3. Run for at Least 2-4 Weeks

Week 1 is learning. Week 2 validates patterns. Weeks 3-4 are for optimization.

What to track weekly:

• CPI trends (are they improving, stable, or worsening?)
• Quality metrics (how do cohorts compare to primary channels?)
• Scale potential (can you increase budget without CPI spikes?)

4. Compare to Primary Channel Performance

Smaller networks don't need to outperform Facebook or TikTok. They need to deliver incremental value at acceptable unit economics.

Evaluation framework:

• CPI within 20% of primary channel benchmarks
• Retention within 10% of primary channel cohorts
• LTV:CAC ratio above 3:1 (same threshold as primary channels)

If a smaller network delivers these metrics, it's worth scaling even if absolute performance is slightly lower.

How Often to Retest

Channel performance changes over time due to new features, inventory shifts, and audience evolution.

Retesting schedule:

• Active networks: Review performance quarterly, retest annually
• Rejected networks: Retest every 12 months

Why retest:

A network that didn't work 12 months ago might now have better targeting, new ad formats, or shifted inventory that improves performance. Reddit, for example, has significantly improved its ad platform and mobile app placements over the past two years.

Red Flags: When Not to Test

Some situations indicate you're not ready for smaller networks:

• Primary channels aren't optimized: If Facebook or TikTok CPIs are above category benchmarks, fix those first
• Limited creative library: Fewer than 5 validated creative concepts means you'll exhaust creative quickly on new channels
• Attribution issues: If you can't accurately measure retention and LTV by channel, adding more channels compounds the problem
• Budget constraints: Less than $50,000/month total spend means focus is more valuable than diversification

The Diversification Multiplier

Testing smaller networks isn't about replacing Facebook or TikTok. It's about reducing dependency and unlocking incremental reach.

Apps that successfully diversify:

• Reduce risk from algorithm changes or policy shifts on any single platform
• Access niche audiences not efficiently reachable on primary channels
• Increase negotiating leverage with platform reps through cross-channel performance comparisons
• Build institutional knowledge of emerging channels before they become saturated

The apps spending $500,000+/month on UA typically run 8-12 active channels. They didn't start there. They scaled sequentially, validating each new channel before adding the next.

Testing Checklist

Before testing a new network:

• You're spending at least $50,000/month on primary channels
• Primary channel performance is stable and optimized
• You have clear saturation signals (rising CPIs, limited scale)
• You've allocated $5,000-$10,000 for a proper test
• You have 5+ proven creative concepts to test
• Attribution and analytics can handle multi-channel tracking
• You've defined success criteria (target CPI, quality thresholds, minimum scale)
• The network aligns with your app category and audience

Current Benchmarks

Network Type	Min Test Budget	Test Duration	Optimization Timeline
Social (Snapchat, Twitter/X, Reddit)	$5,000-$10,000	2-4 weeks	4-8 weeks
Gaming (Unity, ironSource, AppLovin)	$10,000-$15,000	4 weeks	6-10 weeks
Content (Taboola, Outbrain)	$50,000	6 months	6-12 months
Programmatic DSPs	$10,000-$20,000	4-6 weeks	8-12 weeks

Retest Frequency: Every 6-12 months for rejected networks, quarterly reviews for active networks

Source: AppLovin, MobileAction, AppAgent (2024-2025 data)

FAQs

When should I test smaller UA networks?

Test smaller networks after you've scaled your primary channels (Facebook, TikTok, Google) to maturity and are seeing saturation signals like rising CPIs or limited incremental reach. Companies using 6+ networks see nearly 3x higher ROI than those using 5 or fewer.

How much budget do I need to test a new network?

Allocate $5,000-$10,000 per network for 2-4 weeks of testing. Some content networks like Taboola or Outbrain may require $50,000 and 6 months to properly optimize. Budget should be large enough to complete platform learning phases and gather statistically significant data.

Which smaller networks should I test first?

Start with networks that align with your app category: Snapchat for Gen Z apps, Reddit for niche communities, Twitter/X for real-time content, Unity or ironSource for gaming apps. Choose based on audience fit, not just CPM.

How long should I test a network before deciding to scale or cut it?

Run tests for at least 2-4 weeks. Week 1 is learning, Week 2 validates patterns, and Weeks 3-4 allow for optimization. If a network can't meet your success criteria (target CPI, quality metrics, minimum scale) after 4 weeks, it's not worth scaling.

Should I retest networks that didn't work previously?

Yes. Retest rejected networks every 12 months. Channel performance changes due to new features, targeting improvements, and inventory shifts. Reddit, for example, has significantly improved its ad platform over the past two years, making it worth retesting even if it underperformed previously.

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Smaller networks won't replace Facebook or TikTok. But they can unlock incremental reach and reduce platform risk when tested strategically. Start when you're ready, not when you're desperate.