Acme Health Success Story

Converting Free Trials to Subscriptions

Following a special promotion of an extended free trial, the need was to bring users who were close to finishing said trial to subscribe. Going back to the normal trial basis, the need was to bring users who had installed to perform a trial event.

The first goal is to achieve a cost per subscription of $50 per month. Taking into account both OS and market geography (US and UK), the second goal is to increase the cost per trial from $25 in August to $40 in September.

Algorithm Learns User Behavior To Make Decisions Based on ROI and eCPA Performance

• The algorithm is learning the user behavior and makes the decisions based on eCPA performance and ROI, pausing segments that are no longer serving the campaign with positive performance.

• Targeting users who have installed and performed a trial during the extended trial promotion and have not subscribed.

• Layered static files for the targeting based on “expiration date” of trial.

• Targeting users who have installed, but have not performed a trial.

• Targeting users who installed, created an account, but have not performed a trial.

• Targeting users who installed and performed a trial in the 1 last day to perform a session.

Achieving eCPA Goals

Month 1 (July): Initial eCPA goal of $50 for the promotional strategy with expiration date targeting and iOS only, achieved $48.23.

Month 2 (August): Initial eCPA goal of $25 Android and $40 iOS for non promotion, achieved $26.36 Android and $38.05 iOS

Month 3 (September): Initial eCPA goal of $25 Android and $40 iOS for non promotion: Achieved $22.30 Android and $41.88 iOS