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The client originally preferred focusing ads only on English-speaking countries, hoping it would attract higher-quality users.
While this did bring in steady installs, the costs were a bit higher than we’d normally expect for a subscription app.
Since we were still optimizing for installs, Meta had limited signals to find people who would actually engage, and without in-app event tracking, we couldn’t guide the algorithm toward more valuable actions.
Creative testing was also still in early stages.
As their trusted Meta Ads agency, we moved forward with the client’s initial approach and monitored everything closely.
This ensured we gathered enough data to make informed, collaborative decisions about future optimization opportunities.
Once initial data confirmed the limitations of the narrow targeting strategy, we shifted the account into a more scalable and efficient structure:
Instead of optimizing for installs, we optimized for in-app registration, a far stronger signal of user value.
This gave Meta higher-quality conversion data and improved downstream performance.
After achieving exceptional in-app registration volume at an efficient cost, we then advanced optimization toward trial starts.
Despite Black Friday season driving up auction prices, trial-start performance has remained strong and cost-efficient, signaling high user intent and healthy scaling potential.
We broadened reach to global targeting, giving the algorithm the widest possible auction to reduce costs and identify high-intent users.
We deployed a batch of new creatives, including:
After restructuring the campaigns, performance improved dramatically:
