Case Study | User Acquisition
Newly Acquired Users Drive Conversion Rates
Company Overview
Acme Weather is a Weather Radar & Live Widget
Acme Weather is the world’s most leading weather provider with accurate weather forecasts, live radar updates, severe weather alerts, and local weather on the go. The Acme Weather widget alerts consumers to changes and local weather
radar updates.
Challenge
Driving Installs to Increase Paid Users
The main challenge in this programmatic User Acquisition campaign is to drive installs at a minimum conversion rate while complying with the advertiser’s the strict brand guidelines, adhering to a blacklist, and working on a fixed CPI model.
This campaign utilizes deep linking to send users directly to a subscription page within the app. Unlike other users, these users will immediately be promoted with subscription upsell, the goal being to increase paid users.
Solution
Drive Higher Conversion Rates at Lower eCPM
• Leveraging audience data from customers to suppress active users and build lookalikes to find users with similar
behavior and drive installs.
• Optimizing between several creative concepts including different app features (Forecast/ Radar/ Storm Alerts),
including static and animated templates.
• Utilizing bundle ID, app category, and exchange level optimization to drive higher conversion rates at a lower
eCPM.
• Running an LAT strategy to target users who do not have IDFA and leveraging contextual signals and targeting.
Results
Achieving High Conversion and Retention Rates
Through an LAT strategy and enhanced optimizations, we were able to achieve a retention rate above 15% for the first 5 days:
Install Day: 100%
Day 1: 25.09%
Day 2: 20.91%
Day 3: 19.73%
Day 4: 17.07%
Day 5: 16.77%
