A consumer mobile app overcame iOS privacy changes to achieve 500K users through strategic Meta advertising and creative testing.
iOS 14+ privacy changes destroyed attribution and drove CPIs up 200%. App was burning cash with unsustainable unit economics. Needed to scale user acquisition while improving LTV:CAC ratio.
We believed that by implementing Conversion API, focusing on value-based bidding, and creating diverse creative formats, we could regain profitable performance despite tracking limitations.
Implemented Conversion API and aggregated event measurement. Switched to value optimization bidding. Launched 100+ creative variations monthly across video and static formats. Built iOS SKAdNetwork integration. Created lookalike audiences from highest LTV cohorts. Implemented deep linking and App Events tracking.
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly Active Users | 45K | 520K | +1,056% |
| Install CPI | $8.20 | $3.40 | ↓59% |
| D30 Retention | 18% | 34% | +89% |
| ROAS (Day 90) | 0.8x | 2.4x | +200% |
Growth trajectory showing +1,056% improvement in monthly active users
Duration
10 months
Launch Date
April 2023