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Q5 (Dec 21 - Jan 15) has traditionally been the golden window for mobile app growth, but the landscape has changed dramatically. Meta's new Andromeda algorithm, rising competition, and shifting auction dynamics mean the old playbook doesn't work anymore.

Join Anton Kuzmin, Head of UA at AdQuantum, and Katya Madonova, Marketing Lead at web2wave, as they break down what's actually working in 2025: why you need 15-50 creatives per week, how to let automation work for you instead of against you, and why web2app funnel diversity is just as critical as creative volume.

What you'll learn in 60 minutes:

✅ Why Q5 windows are shrinking and how to adapt your strategy
✅ Meta's Andromeda algorithm: 3 changes reshaping mobile UA
✅ The new creative strategy: 15-50 creatives per week (what that actually looks like)
✅ Why automation beats manual optimization now
✅ Web2app funnel tactics for Q5: matching creatives to landing pages
✅ Holiday-specific strategies for paywalls and first screens
✅ 3 critical mistakes to avoid when scaling

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What's covered

The Q5 Reality

Anton shares what changed between 2022-2024 and what to expect: profitable scaling windows are getting shorter, CPMs normalize faster, and there's more competition with bigger budgets.

Andromeda algorithm explained

Three core changes: Opportunity Score (rewards automation), ACE Scoring (user feedback affects auction priority), and creative volume requirements (15-50 per week minimum).

Creative strategy decoded

Real case study: 100+ creative variations from one shoot. Only ONE spent $1M+. The other 99 failed. Why? Visual diversity beats minor iterations.

What works: Different concepts, hooks, personas. Not color swaps or background changes.

Campaign structure

Advantage Plus + CBO. Value Rules instead of manual targeting. Longer optimization timeframes. Let Meta do its job.

Web2App funnel tactics

• Match first screen to ad creative messaging
• Interactive blocks: scratch cards, spin wheels
• Exclusive Q5 discounts on paywalls
• One-tap upsell: gift subscriptions
• Test removing legal text

Q&A highlights

Budget needed for 10-30 creatives? Minimum $500 daily. Top mistakes? Scaling too fast, insufficient creative prep, losing ROI control when CPMs normalize.

Perfect for:

• UA managers running Meta campaigns for mobile apps
• Growth marketers at subscription apps
• Founders preparing for Q5
• Anyone spending $5K+ monthly on mobile app UA

Don't go into Q5 2025 with a 2023 playbook.

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