An educational mobile app startup backed by Y Combinator has had problem with maintaining their desired cost per install level for IOS devices. The cause of the problem has two roots: (1) ad networks are historically known to perform worse while targeting IOS devices compared to Android ones, and (2) mobile app marketing requires holistic digital marketing much more than web project marketing.
It is not uncommon for mobile apps to redirect their users to their web-based payment systems to avoid high commision fees charged by Apple App Store. (%30) With such somehow hybrid structure, one needs to manage web and app-oriented campaigns so as to use its marketing budget more effectively.
Google no longer offers advanced device targeting besides its app install campaigns, while Facebook started letting advertisers target specific IOS devices. Yet, those ad networks fail to fully optimize app install campaign for IOS devices because App Store analytics is beyond their reach.
However, we discovered ways to overcome network-specific challenges by introducing custom events and conversions. The strategy is based on the idea that if we segment high-quality users and analyze how they leave trace while engaging with the app and the web, we can then create custom events and conversions that let us shorten and make more accurate marketing optimization processes.
Employing Google Tag Manager and Segment allows marketers to independently implement tags and scripts without bothering IT teams. Thanks to it, we could send ad networks important actions that we want them to focus on.
Low CPI FOR IOS
Google Ads, Facebook Ads, Google Analytics, Google Tag Manager, App Analytics
Performance Marketing, App Store Optimization, Analytical Thinking