Reallocating 30% of spend from Tier-1 to three Tier-2 GEOs cut blended CPA 27%

Reallocating 30% of spend from Tier-1 to three Tier-2 GEOs cut blended CPA 27%

A buyer running $74k/month on a casino offer, mostly UK/CA/AU, tracked across two 30-day flights.

Starting blended CPA: $164. EPC (earnings per click) on Tier-1: $0.71.

They moved $22k into Brazil, Peru and the Philippines.
Tier-2 results on that slice:
— Brazil: CPA $61, EPC $0.44.
— Peru: CPA $48, EPC $0.39.
— Philippines: CPA $71, EPC $0.52.

Blended CPA fell from $164 to $120 (−27%). But EPC also fell, so this only worked because the Tier-2 offers were RevShare-weighted and retention held: 90-day NGR/player in Brazil ran $190 vs UK's $340 — lower per head, but 2.7× the depositor volume for the same dollars.

The honest caveat: payment-method friction in the Philippines pushed first-deposit drop-off to 19% vs 11% Tier-1. Net it still won on volume.

Benchmark of the day: a Tier-1→Tier-2 rebalance is only accretive if Tier-2 depositor volume per dollar rises faster than NGR/player falls — here ~2.7× volume covered a 44% NGR haircut.