How we implemented a measurement system and decreased cost per start trial by 15% for this app start up.
Here’s what you’ll read below:
Executive Summary of Results
A health tech startup that is taking wellness to a whole new sensory plane has been steadily growing for the last couple of years.
While seeking a better measurement solution and answer to their marketing performance, Super Bad Ads ultimately assumed control of their paid advertising practice in order to more easily implement the solution.
Through the course of the year, we built them a customer journey map and messaging framework, implemented cookie consent management, connected their web data to their app data, and ultimately created the very paid advertising program they dreamed of.
We built one that earned them more money than it cost them.
We achieved these results in 9 months:
- Helped them accurately track their results on web and app
- Decreased costs of new trials over the year by 15%
- Built a ROAS positive acquisition channel
The Digital Ads Task
App businesses have unique challenges and require different advertising approaches than web or in-person.
They were not able to utilize conversions at the time, and also did not have UTM tracking in place. We knew from the beginning that we’d need to start from the beginning and set their paid ads approach up to win.
We knew we’d need to build our analytics program and implement it, while also running the ads that needed to drive the business forward.
Campaign Objective
- Increase App installs and new trials
- Create trustworthy advertising reporting to measure success
- Build a ROAS positive paid media program
“Working with Super Bad Ads has been an exceptional experience from start to finish. Their team has been instrumental in continuously refining and iterating our creative to find the best-performing ads. They provide transparent ROAS insights and have been a key partner in implementing advanced tracking capabilities, including cookie consent solutions and conversions on our custom online join process. Their hands-on approach and strategic expertise have truly helped elevate our marketing efforts, and we couldn’t be happier with the results!”
— Madison F., CMO
The Digital Ads Solution
When we started they were spending on link clicks towards a landing page. They thought it was working, but honestly there wasn’t much else proving that.
Super Bad Ads came in to save the day by recommending a mobile measurement partner, AppsFlyer, which would effectively measure their ads performance and send conversions for them.
Doing both of the things our client dreamed of without them knowing it was possible.
We eventually also ran the ads for them to have a more end-to-end implementation approach which combined our testing attitude with best class ad campaign setup.
We focused on 5 activities that we knew would have the most value:
- Mix App with Web: Having the ability to optimize for the customer’s preferred experience reduces your costs and increases your options.
- Scale Meta & Google Ads: Every successful ads strategy starts by being good at the basics. If you can win on these, like we do, then you can win elsewhere.
- Break Down Customer Journey: Holding a workshop with the executive team, we put together all of their combined data and created a comprehensive framework that speaks to our personas.
- Connect User Data: When you’re doing web and app work you have to be able to differentiate between results. We put all their data in a google sheet and use that to track our results.
- Develop Analytics Plan: We literally wrote the events, their parameters, triggers, and then coached the developers through implementation. Plus we also did this for the web app by ourselves and without any help.
Helping them accurately track their results on web and app
Partnering with AppsFlyer
If you’re an app business, you know how hard tracking can be. Using a mobile measurement partner solves many of those tracking problems, when you set up it properly.
Decreased costs of new trials over the year by 15%
Through new channels, mixing web and app, and not giving up on results
Like many apps, they had a web app as well which drove more revenue due to it not being on the app store or google play store. We scaled conversions through this method to help return more revenue at lower costs.
Built a ROAS positive
acquisition channel
Subscription cohorts take time to build, but as they grow become mighty
As we slowly added more and more subscribers through paid ads, our data got better and our revenue contributions grew. As we continued to efficiently capture more subscribers, their overall revenue overtook our spend.
Case Study Campaign Recap
Timeframe
April 2024 –
December 2024
Business objective
App installs and new trials
Full measurement of marketing efforts
ROAS positive paid media program
Measurement source
AppsFlyer
App Store Connect
Google Play Store
Stripe
Meta Ads Manager
Google Ads Manager
