• Lack of structure in paid media channels: They didn't have campaigns optimized for conversions; most of their advertising efforts were focused on awareness.
• Insufficient UGC content: Social networks lacked user-generated content, affecting the relevance and authenticity of campaigns.
• Attribution of conversions: There was no clarity in the attribution between organic and paid campaigns, making it difficult to measure the impact of paid media efforts.
• High CPA: The cost per installation was $80, above the goal of $75, which limited the scalability of the app.

Solution

• Firebase implementation: We configured Firebase to improve conversion attribution and we synchronize data across all paid media platforms.
• CBO Campaigns: We optimize the budget based on conversions with campaigns CBO (Campaign Budget Optimization) to improve efficiency.
• UGC generation: We create user-generated content to increase authenticity and interaction with ads.
• Lead automation: We reactivate old leads by automating messages and notifications, driving additional conversions.
• Ad optimization: We run A/B tests to identify the best performing ads and continuously improve their performance.

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Creative examples

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Web

Results

• Cost per installation: It was possible to reduce the CPA from $80 to $1.51, a decrease in the 98.11%.
• In-app conversions: Weekly conversions increased from 3,500 to 6,161, a growth of 178.9%.
• Improvement in attribution: We achieved clear attribution of conversions in paid media channels, which allowed us to adjust and optimize campaigns in real time.