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Performance & growth

Mobile app install campaigns

Installs are the easy number to report and the wrong one to optimise. We run these campaigns against activated users and in-app revenue.

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MMP requiredFor iOS measurement
Activated usersWhat we optimise to
iOS + AndroidBoth

How this works

A cheap install that never opens the app costs more than an expensive one that books. Most app campaigns are judged on cost per install because it is the number the platform shows first.

We map your activation and revenue events into the ad platforms, then let the algorithms optimise toward those instead.

ImpressionImpressionIn-app and search placementsInstallInstallThe number platforms optimise to bydefaultOpen and registerOpen and registerWhere most cheap installs disappearActivated userActivated userWhat we optimise toward insteadBooking or purchaseBooking or purchasePassed back to the ad platformsOptimising on installs buys you the top of this funnel only

Scope

What is included

  • Attribution setup

    AppsFlyer, Adjust, Branch or Firebase configured and validated before launch, including SKAdNetwork conformance on iOS.

  • Event mapping

    Registration, first booking, purchase and retention events passed back to each ad platform.

  • Google App Campaigns

    Asset group structure, bidding toward in-app actions rather than installs.

  • Meta app campaigns

    Value optimisation and lookalikes built from activated users, not installers.

  • Apple Search Ads

    Brand defence plus category and competitor terms on the App Store.

  • Store listing optimisation

    Title, subtitle, keywords, screenshots and how they affect paid conversion rate.

Where we do this

Booking apps

Browse, detail and confirmation screens, with install and in-app event attribution configured before spend starts.

See our work
Booking app
Things to do nearbySearch activitiesDesert SafariAED 185Water ParkAED 230Dhow CruiseAED 120Evening Desert Safari4.8 (2,104)6 hours · Hotel pick-up includedBBQ dinner and live showFree cancellation up to 24hSelect dateSat, 12 October · 2 adultsAED 370total for 2Book nowBooking confirmedVoucher sent on WhatsAppReferenceBK-48213DateSat, 12 Oct · 15:30Guests2 adultsPick-upMarina, 15:00View voucherCampaignInstalls18,402Activated11,260First booking3,118Cost / bookingAED 41Attribution verified

What we report on

The numbers we are judged on.

  • Cost per activated user

    The number tied to revenue.

  • Day 7 and day 30 retention

    Quality of the traffic, not just volume.

  • In-app revenue per install

    What the campaign is actually worth.

Questions

Before you enquire

Do we need an MMP like AppsFlyer?

For meaningful iOS measurement, effectively yes. Firebase alone can work for Android-only apps on a smaller budget.

Can you fix attribution that is already broken?

Usually. It is the first thing we audit, and it is often why previous campaigns looked worse than they were.

Do you work on iOS as well as Android?

Yes, though iOS measurement is coarser post-ATT and we set expectations accordingly.

Related services

Performance marketingGA4 analytics & trackingSocial media marketingAd creative

Tell us the number you need to move.

Send us your site and your current spend. We will come back with what we would change first, and what it would take. No cost, no pitch deck.

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