How to Choose Countries for Your Campaign

How should you choose countries for a campaign?

Start with the countries where your product really works for a newcomer: the language is right, the product is available, and people can pay or sign up there. From that list, pick a few countries where you can estimate what one user is worth, launch with a price ceiling for each, read the results country by country, and only then add more. Tier lists are a useful shortcut, but your own product and your own results decide.

The country list is the first and most important filter you set on any channel. On Moonetix, the target countries are part of what we agree with you for each offer, and the offer is shown only to users in those countries.

Step 1: list the countries where your product works

A user who cannot finish your offer, or cannot use what you are promoting, is wasted traffic at best and a frustrated user at worst. Before you look at prices, cross out every country that fails one of these checks:

• Language. Can a user there read your offer and your product? If you write in English, target countries where English is widely read, and write the steps in clear, simple English.
• Availability. Is your app in the app store there, does your site load, and does sign-up accept local phone numbers and addresses? Region-locked stores and blocked payment forms are the most common reason a country underperforms. Both stores let you pick countries one by one: Apple’s App Store Connect availability help lists 175 countries or regions, and Google’s Play Console help on countries and regions notes that Play targeting follows the country where the user’s Google Play account is registered, not where the user is physically (both checked on November 4, 2026). Make sure your campaign countries match your store countries.
• Payments. If the goal involves a purchase or a trial with a card, can people there pay with the methods you accept, and is your price sensible in their currency?
• Rules. Is your product legal to promote there, and does it need a license or an age limit? Our rules apply in every country an offer targets, and What Moonetix does not advertise covers the conditions for categories such as gambling.

Once you know your ceilings, how to set a CPA payout for an offerwall campaign shows how to turn them into a price per country. If your offer only works in certain countries, say so when we set it up, so our team can check the landing page during review.

Step 2: estimate what a user is worth in each country

A user in one country can be worth several times a user in another, because of spending power, prices and how often people pay. You do not need a precise number, just a ceiling: the most you can pay for one result in that country and still be happy. Two existing guides do the math, so it is not repeated here:

• Tier 1, 2 and 3 countries explained covers how prices, devices and payments differ between country groups, with a worked example of pricing one subscription in two markets.
• Cost per install by country shows published install prices by region and how to turn your revenue per user into a ceiling per country.

If you have no revenue data yet, rank the countries you kept in step 1 into rough groups, such as high, medium and low value, and give each group a different ceiling. A neutral starting point for that grouping is the World Bank’s country income groups, which sort economies by gross national income (GNI) per person. For its 2027 fiscal year, based on 2025 data, the thresholds are:

Source for the thresholds: World Bank, checked on November 4, 2026. The third column is general guidance, not data. Income is a rough proxy: a country’s average says nothing about whether your particular audience lives there, so treat the grouping as a first guess that your test results will correct.

Step 3: start with a few countries

A first campaign learns faster with a short list. Pick three to six countries you can value, ideally from more than one group, so you see how price and quality differ. Keep what you pay per result below your ceiling in every country, and keep the first test small enough to learn from. A/B testing ads on a small budget shows how many results you need before a difference between countries is real, not noise.

Step 4: read the results country by country

A campaign total hides the differences you need. Look at each country on its own:

• Cost per result. What each country cost you per sign-up, install or purchase over the same period.
• Volume. How many results each country brought. A cheap country with almost no volume will not carry a campaign on its own.
• Your own data. Compare what those users did next in your product: did they come back, buy, or stay subscribed? A country with a higher price can still win on cost per user who sticks.

Watch drop-offs too. If one country brings many users who start but do not finish, check whether your page and instructions are clear for those users or whether something in your product blocks them there, before you blame the traffic.

Step 5: adjust, then expand

Once each country has enough results to compare, act on what you learned:

1. Pay more where results are good but slow, and less where they arrive faster than you need.
2. Remove a country that stays above your ceiling.
3. Add similar countries next to the ones that worked: same language, similar prices, same app store availability. Add them in small batches so you can still tell which ones perform.
4. Review every month. Prices and audiences change, so a country that was too expensive last month may fit your ceiling now.

On Moonetix, the offerwall blocks VPN, proxy, Tor, and datacenter traffic, so a user cannot simply pretend to be in a country your offer targets. Offers are also shown according to the user’s device, so an iOS-only app is not offered to Android users in the same country.

Common country selection mistakes

• Copying a competitor’s list. Their product, language support and payment setup are not yours. Start from your own step 1 checks.
• One price for all countries. You overpay where users are cheap and get no volume where they are expensive.
• Judging a country on a handful of results. Ten sign-ups cannot tell a good country from a lucky week. Wait for enough results in each one.
• Ignoring the store setting. A campaign that targets a country where your app is not listed sends users to a dead end.
• Mixing regions in one line of your report. “Europe” hides the fact that one market works and another does not. Read results per country.

Frequently asked questions