Mobile App Download Campaign
Introduction
This case study analyzes the performance of a mobile app download campaign aimed at increasing user acquisition while maintaining a strong return on investment (ROI). The campaign leveraged Google Universal App Campaigns (UAC) and Facebook advertising, targeting a large audience.
Program Overview: YouFirst
YouFirst is a comprehensive program tailored specifically for breast cancer patients. The primary objectives of the program are to:
- Increase mobile application downloads.
- Maximize ROI.
The campaign targeted a broad audience of 17.2 million users.
- The campaign utilized two major platforms: Google UAC and Facebook.
- Key performance indicators (KPIs) included app installs and user registrations (installs being primary).
- Secondary KPIs monitored were registration rates to assess user engagement after installation.
Campaign Results
The table below summarizes the key performance metrics for each platform:
|
Platform |
Total Spends |
Total Installs |
Install Rate |
CPM |
CTR |
CPC |
CPI |
|
Google UAC |
251,550 |
26,161 |
0.78% |
10 |
1.00% |
10 |
10 |
|
|
501,550 |
76,161 |
0.91% |
7 |
0.78% |
7 |
7 |
|
Total |
753,100 |
102,322 |
0.84% |
8 |
0.89% |
8 |
7 |
Analysis
- Overall Performance: The campaign achieved a combined 102,322 app installs. The overall install rate was a respectable 0.84%.
- Platform Comparison: While Facebook delivered more installs (76,161 vs 26,161), Google UAC showed a slightly higher install rate (0.91% vs 0.78%) and a lower cost per install (CPI $7 vs $10). This suggests that Facebook reached a wider audience but had a lower conversion rate. Further analysis is needed to understand why this may be. For example, were the Facebook ads better targeted? Was the creative different? Did the landing page experience differ?
- ROI: To determine the overall ROI, we need additional information on the lifetime value (LTV) of each user. Without LTV data, we cannot definitively assess the profitability of the campaign. However, based on the relatively low CPIs, there’s the potential for a strong ROI if user engagement and monetization are successful. A further analysis is needed.
Recommendations
- Deep Dive into Platform Performance: A detailed analysis is needed to optimize each platform. Analyze ad creative, targeting, and landing page experiences to determine why Facebook’s install rate was lower despite higher spends. Consider A/B testing different creative assets to improve conversion rates.
- LTV Analysis: Collect and analyze LTV data to accurately calculate the ROI and assess the long-term profitability of acquired users.
- Refined Targeting: Experiment with more precise targeting strategies on both platforms to further optimize the campaign’s reach and efficiency.
- Retargeting: Implement retargeting strategies to re-engage users who interacted with ads but didn’t download the app.
Conclusion
The mobile app download campaign demonstrated the potential for significant user acquisition across Google UAC and Facebook.