The challenge
Campaigns were optimised for installs, so the platforms found people who installed and left. Only 1 in 6 paid installs started a free trial, and day-7 retention for paid users was 9%.
The trial event was not being sent back to the ad platforms, so they had no way to learn which users mattered.
What we did
- Event set-upWe set up trial_start and subscribe events in AppsFlyer and sent them to Google, Apple Search Ads and Meta.
- Campaign changesCampaigns moved from install bidding to trial bidding, with separate campaigns for English and Spanish speakers.
- Store listing testsTwo rounds of screenshot and title tests on the App Store and Google Play.
- Weekly cohort reviewOur team reviews retention by campaign each week and shifts budget toward the sources whose users stay.
Who does what
Handled by automation
- Daily budget pacing across three ad platforms
- Alerts when cost per trial rises above target
- Weekly cohort report from AppsFlyer
Owned by our team
- Campaign structure and bidding strategy
- Store listing tests and creative briefs
- Budget decisions based on retention, not installs
Results
| Measure | Before | After |
|---|---|---|
| Cost per trial | $11.40 | $7.90 |
| Paid installs starting a trial | 16% | 24% |
| Day-7 retention, paid users | 9% | 14% |
| App Store page conversion | 28% | 33% |
Monthly spend stayed between $28,000 and $31,000 throughout.
Tools
- Google App Campaigns
- Apple Search Ads
- Meta
- AppsFlyer
This is a sample case study, shown while our client studies are approved for publication.