[laurent123456]

With 17,000+ pre-registrations, it sounds like their ad campaign wasn't well targeted either. You can get a ton of people visiting your app page but if it's done based on vague or generic keywords, the clicks you get won't mean much.

Seems a bit crazy to spend that much without any cap for a small indie company too. If the app is any good, you can always run more ad campaigns after the launch.

[andreaskam]

We didn't cap it because we were getting conversions at around $1.36 USD. This is more than we'd normally spend for an install, but we thought it's worth it because it also gives us launch day momentum. Obviously, had we known that actually only 1 in 12 were going to install, we'd of killed that campaign instantly.