OBJECTIVES
The objective of the campaigns was to acquire high quality users on App. We measured the quality of the user through retention KPIs like:
-Open Rate
-Uninstall Rate
-Stickiness (DAU/MAU)
PURETECH DIGITAL'S EDGE
- Created and classified multiple events using a funnel approach. Imported tracked events from Appsflyer to Google Ads.
- Strategically created campaigns based on funnel stages:
- - TOF: Events like app open and onboarding completion.
- - BOF: Events with low conversion rates such as signups and watching content.
- Automate a series of onboarding and re-engagement emails to keep users engaged.
- Tactical event creation improved churn rate, open rate, and retention for paid acquisitions.
- Use targeted messages within the app to guide users, offer tips, or promote new features.
- This strategy also facilitated remarketing to audiences who hadn't completed specific events, using tailored communication in ACE campaigns.