Growing in-app purchases through premium In-App sources

Large federal retailer.
(Top 3)

Objective:

Increase installs and purchases by growing the share of premium traffic sources

Tools:

In-App

Challenges

Double app installs during the campaign period
Ensure stable monthly purchase growth in Russia of at least 2x
Increase the share of premium sources in the campaign split

Solution

We tested all premium In-App sources known on the Russian market for traffic quality and cost. We built a tool split that significantly increased app installs and improved conversion to purchase. The client KPIs were substantially exceeded.

Results

after 3 months of optimization

26.3K → 218.3K

App installs

3.4K → 28.9K

App installs

12.4K → 70.9K

Purchases

Cases

Programmatic

Two-stage UA optimization and ROI growth

~60K

First-time buyers

+21%

CAC

2.3 → 3.8

Avg. purchases per
user per month

+24 p.p.

ROI

Large international retailer. Top 5 in its category

Programmatic

Increasing purchase frequency and average order value through AI personalization

+7%

Average order value

15%

ACR

+11%

Purchase frequency

YVES ROCHER

In-App

Growing in-app purchases through premium In-App sources

12K → 71K

Purchases

3K → 29K

App installs

26K → 218K

App installs

Large federal retailer
(Top 3)

Programmatic

Context

Reduced app ACR
by 1.5x

-31%

ACR reduction

-23%

CPA

+31%

Share of new orders

Growth in fulfilled orders without increasing ad spend

VseInstrumenti.ru

In-App

Reducing VTA share to lower CPS

81% → 4.4%

VTA

-64%

CPS

Federal jewelry retail chain

Programmatic

Increasing installs while reducing CPI through AI optimization

-32%

CPI

+17%

+35%

Mobile app installs

Increased the speed of creative production and hypothesis testing

O’STIN

In-App

35% CAC reduction and doubled fulfilled orders

~40K

First-time buyers

+35.5%

CAC

26% → 59%

Fulfilled orders

Large federal retailer
(Top 3)

Programmatic

97% growth in first rides without CAC growth

25 186 (+8.7%)

First rides in existing cities

14 550 (+97%)

First rides in new cities

Carsharing service

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Growing in-app purchases through premium In-App sources

Challenges

Solution

Results

after 3 months of optimization

26.3K → 218.3K

3.4K → 28.9K

12.4K → 70.9K

Cases

~60K

+21%

2.3 → 3.8

+24 p.p.

+7%

15%

+11%

12K → 71K

3K → 29K

26K → 218K

-31%

-23%

+31%

81% → 4.4%

-64%

-32%

+17%

+35%

~40K

+35.5%

26% → 59%

25 186 (+8.7%)

14 550 (+97%)

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