Following significant testing to determine which target audiences were resulting in the top performance custom & look-a-like audiences were leveraged to target only those most likely to install the app. This was supported by wider interest based targeting such as ‘Sneaker heads’. By retargeting users who had already installed the app with specific product messaging we were able to reduce churn rate and increase in-app sales.
We decreased the CPI 67%, to less than £0.50, which is significantly lower than the vertical average. Cost per registration was also consistently sub £1, with +85% of users who installed the app, subsequently registering. There was an 89x decrease in cost per sale.