Two-stage UA optimization and ROI growth
Top 5 in its category
Objective:
Acquiring new customers while maintaining ROI across tools.Tools:
Challenge
A short lifecycle of new buyers: in most cases acquisition costs did not pay back, while mobile UA efficiency was declining.
Objective
Acquiring new customers while maintaining ROI across tools within a calendar month.
Solution
During the test launch, we completely dropped Affiliate In-App networks and focused only on premium sources.
In the first weeks, we used two-stage optimization: lowering CPI while maximizing results, then lowering CPA while maximizing results.
After the two-week test campaign, we analyzed results by source, placement and targeting.
During the first optimization stage, we reduced volume from inefficient placements and targetings, which increased both volume and quality across the remaining ones.
Results
after 2 months of optimization
~60K
First-time buyers
+21%
CAC
2.3 → 3.8
Average purchases per user per month
+24 p.p.
ROI
