Driving 120K App Installs at 1/3 the Target CPI
A GCC fintech app needed installs that actually activated wallets. We optimized to funded-account events, not raw installs.
120K+
Installs
−67% vs target
CPI
+48%
Install → funded
3.8x
ROAS (deposits)
The challenge
The app was acquiring installs efficiently on a cost-per-install basis, but a large share of new users never completed KYC or funded their wallet, meaning the growth team was hitting install targets while missing the business metric that actually mattered.
Attribution was fragmented across ad networks with no unified view from install through to first deposit, and a meaningful share of installs were later found to be low-quality or fraudulent traffic from incentivized networks.
Strategies deployed
- Deep-link event tracking (install → KYC → first deposit) via MMP integration.
- Creative sprints around finance pain points and localized incentives.
- Apple Search Ads for high-intent branded + category keywords.
- Value-based bidding optimizing toward funded-account LTV.
- Fraud filtering to strip out low-quality install sources.
SEO integration
ASO overhaul (keywords, screenshots, ratings prompts) grew organic installs 74% and improved store conversion rate 33%.
“We stopped celebrating install numbers and started celebrating funded accounts. That single change in what we optimized for is why this worked.”
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