Objective:
Moving media buying into a controlled model with positive unit economicsTools:
Challenge
High category clutter made the fight for new users cost-inefficient for the brand. The client had operated without limits for a long time, and all Adjust packages were spent within a short period.
Objective
Find alternative mobile app acquisition routes, reduce analytics-system costs and move the deal into a clear direction that delivers positive economics.
Solution
In the first launches, we focused on Affiliate In-App networks, but with strict KPIs that minimized click spam and bot farms at the first stage.
Later, thanks to the developed anti-fraud approach, we cleaned 99% of all possible fraud types from the network pool.
In parallel, we connected premium sources that delivered additional growth in new buyers.
Economics control is more important than scalingFirst a stable model, then volume growth
Results
after 4 months of optimization
~40K
First-time buyers
+35.5%
CAC
26% → 59%
Fulfilled orders
