Overview
A mobile app company needed to scale installs across Google's ecosystem. Trendaway's UAC optimization strategy scaled to 15,000+ installs while continuously improving quality.
Challenge
Intense competition for app installs. Broad target audience (18-50, multiple countries). Previous UAC campaigns generated volume but poor retention. Needed quality users who engage and generate revenue.
Strategy
UAC 3.0 with in-app event optimization targeting purchases rather than installs. Complete Firebase event funnel implementation. Creative in 3 formats: 30-second YouTube, 10-second vertical, text ads. 10 video assets and 5 text variations refreshed every 3 weeks. Location bid adjustments based on LTV data.
Results
Day 7 retention increased from 14% to 26% with purchase optimization. Cost per first purchase decreased 38% over 6 months. Scaled from 500 to 2,000+ monthly installs. 15,000+ installs, 75% registration rate, 32% purchase rate, 3.2X ROAS. Budget allocation shifted from 60% Search to 35% YouTube as video performance improved.
Key Takeaways
- UAC optimized for purchases delivers 40-60% higher user quality than install-optimized campaigns
- Providing complete event funnel data is essential for quality optimization
- Video creative on YouTube improves over time as algorithm matches videos to audiences