App install campaigns measured
past the install, to the paying user
An install is a step, not a result. We have run app campaigns in markets with intense install competition. We learned to optimise for the event that actually pays the bills: trial start, subscription, first purchase, from day one.
Why cheap installs can still be a bad campaign
Optimising purely for cost per install rewards an algorithm for finding cheap, low-intent users who install and never open the app again. We have seen campaigns that looked efficient on a cost-per-install dashboard while the app’s actual paying user count stayed flat. The install itself was never the business’s real goal.
The second failure is weak attribution. Without a mobile measurement partner properly integrated, it becomes impossible to say which channel, Apple Search Ads, Meta or TikTok, actually drove the users who paid. Budget keeps flowing toward whichever platform’s own dashboard looks best in isolation.
App store search intent converts differently from a social feed impression, because the user is already looking for an app like yours. We build Apple Search Ads campaigns around that difference, rather than treating them as a smaller version of a Meta campaign. Keyword bidding here also competes against your own organic app store ranking. So we check whether a paid keyword is simply replacing a free organic install, instead of adding a new one.
What the work actually covers
- Optimise for the real event. Campaigns target trial starts, subscriptions or first purchase as the goal, not raw installs, once there is enough volume to support it.
- Apple Search Ads as a core channel. Keyword and creative sets built for app store search intent, which converts differently from a social feed.
- Cross-platform install campaigns. Meta and TikTok app-install objectives run alongside Apple Search Ads, with budget moved toward whichever platform’s users actually convert downstream.
- Proper attribution. A mobile measurement partner integrated so cross-platform comparison runs on real data, not each platform’s own self-reported numbers.
- Creative for app context. Screenshots, preview video and copy built for the decision a user makes on an app store listing, not recycled from a web campaign.
What you hand us to start
- Access to your app store listing, Apple Search Ads account and ad accounts on Meta or TikTok.
- In-app event tracking already instrumented, or willingness to add it with your developer’s help.
- A mobile measurement partner account, or agreement to set one up together.
- Clarity on which in-app event, trial, subscription, purchase, actually represents revenue to you.
- Enough install volume to let downstream-event optimisation work. Very low-volume apps may need to start on install-based bidding.
What the monthly numbers actually show
We report by install source and by downstream event together: installs, trial starts, subscriptions or purchases, and cost per each. A cheap install that never converts shows up as the problem it is. Attribution runs through your mobile measurement partner, so cross-platform comparisons stay apples to apples.
Monthly reporting shows cohort behaviour where volume allows, since a user acquired this month may convert weeks later. Judging the campaign on this month’s installs alone would miss that.
We also review keyword-level conversion all the way to the paid event, not just the install. A keyword that drives cheap installs but no subscriptions is not actually cheap.
Price and timeline
| Option | Price | What’s included | Timeline |
|---|---|---|---|
| Launch or audit | from $1,000 | Account setup across platforms, event tracking check, first campaigns live. | 1 week |
| Monthly management | from $1,000 / month | Cross-platform optimisation, weekly budget moves toward converting channels, monthly report by event. | monthly, no lock-in |
| Full control, handover to your team | from $2,000 | Cross-platform setup, attribution and optimisation playbook documented and handed to your team. | 3 to 4 weeks |
Related
This page sits under our Performance marketing and Analytics work. See also Media mix and budget planning, Conversion tracking and capi setup, Creative testing program for adjacent paid-channel services.
For the automation side of reporting and budget decisions, see ad performance reporting.
Ready to see what this would look like for your account? Get in touch and we will look at your current setup in the first call.
FAQ
How much does this cost?
Launch and monthly management both start from $1,000, scaling with how many platforms and markets you run app campaigns in.
How long until we see results?
Launch takes about a week. A reliable read takes 2 to 4 weeks, faster than most paid channels since install volume tends to be high. Downstream-event optimisation needs more volume and time to stabilise.
What ad budget do we need alongside this?
Cost per install varies enormously by category and market, from under a dollar to several dollars. We size the test budget to your category's competitiveness in the first call.
What do you need from us?
App store, Apple Search Ads and ad account access. In-app event tracking, a mobile measurement partner account, and clarity on which in-app event represents real revenue to you.
How do you report on performance?
Monthly reporting by install source and downstream event together: cost per trial, subscription or purchase, not cost per install alone. Cohort behaviour is shown where volume allows.