Leveraging In-app Events to Unlock App Installs
“We needed to show growth. I wish we found Joe and his team sooner.” - Austin Ifedirah, CFO
Results
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Daily App Install rate rose from 2 to 34
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Cost per install fell from +$30 down to $4
The ForkFreight team wanted to make app install milestones for securing additional investment. They got their app into the Play and Apple stores and worked on AIO/PIO, but still weren’t at the install milestone they needed.
Looking for help, they found me through a word-of-mouth referral.
First, I enhanced their backend and added 360 tracking, new app events in Firebase, imported app events in Google Ads, and re-crafted their ad messaging.
Then, I zeroed in on their target audience that was ready to buy for prolonged use. It prioritized potential paying customers, rather than users with only mild interest.
User growth is good, but not at too high a cost. I had to get the most out of their remaining budget. It’s hard to say how costly it was per install the first time they tried because they weren’t properly setup to track it. It was at best $30 per install, far north of what made sense.
Optimizing down the funnel from installs to in-app events for paying users, that number came down steadily to ~$4. Redoing the tracking gave us the data insights needed and view into user engagement, for achieving such significant gains. While revenue wasn’t their main concern, this same approach ended up stimulating subscriber growth as well.
