1. Overview
  2. Marketing
  3. Performance Marketing
  4. App Install Optimizations

App Install Optimizations

Objective

To define a structured process for optimizing Cashkr’s app install campaigns across Google UAC, Meta Ads, and other platforms to achieve lower Cost Per Install (CPI) while increasing install-to-order conversion rate.

Scope

Applies to all paid app install campaigns on:

  • Google App Campaigns (UAC)

  • Meta App Install Campaigns (Facebook & Instagram)

  • Other app marketing platforms (OEM ads, Apple Search Ads, etc.)

Key Metrics

  1. CPI (Cost Per Install) – Primary efficiency metric.

  2. Install-to-Lead Conversion Rate – % of installs generating a lead.

  3. Install-to-Order Conversion Rate – % of installs resulting in an order.

  4. Retention Rate (Day 1, Day 7) – For quality tracking.

Optimization Levers

1. Campaign Structure

  • Separate campaigns by OS (Android vs iOS).

  • Separate campaigns by city clusters (top-performing cities vs test cities).

  • Use event-optimized campaigns (in-app events like lead creation) instead of only CPI-optimized.

2. Targeting & Bidding

  • Use tCPA bidding (Target Cost Per Action) when optimizing for in-app leads/orders.

  • For initial installs, start with Max Install Volume bidding → then shift to in-app event optimization after enough data.

3. Creative Optimization

  • Maintain at least 4–6 ad variations per campaign (mix of images, videos, and short animations).

  • Refresh creatives every 15–20 days to avoid fatigue.

  • Highlight Cashkr’s USP (instant price quote, same-day pickup, best price guarantee).

4. Store Listing Optimization

  • Ensure Play Store/App Store listing is conversion-optimized:

    • Clear screenshots with order flow.

    • Short, benefit-driven description.

    • High ratings (monitor reviews weekly).

5. Audience Refinement

  • Build lookalike audiences from:

    • Past high-value customers.

    • App users with 2+ orders.

  • Exclude users who have already installed the app in the last 90 days.

6. Budget Allocation

  • Allocate 70% of app budget to event-optimized campaigns (install → lead/order).

  • Allocate 30% to pure CPI campaigns for audience expansion.

  • Shift budget away from OS/device/city combinations with high CPI & low conversion.

7. Tracking & Measurement

  • Use Firebase + GA4 for install & in-app event tracking.

  • Set up deep links so ad clicks open the correct in-app screen.

  • Monitor order attribution daily to ensure correct channel credit.

Optimization Workflow

  1. Daily: Check CPI, conversion rate, and top cities in Ads Tracker.

  2. Weekly: Pause poor-performing ad sets/creatives and replace with new variations.

  3. Bi-Weekly: Reallocate budget toward best-performing OS + city combos.

  4. Monthly: Review install-to-order rates and adjust overall budget split.

Fail-Safe Rules

  • Never optimize purely for installs without checking order conversion — installs without orders = wasted spend.

  • If CPI drops but install-to-order conversion falls below 5%, prioritize quality over volume.

  • Always run a retargeting layer for new installers who haven’t placed an order.

References

  • Google App Campaigns (UAC) Guide

  • Meta App Install Best Practices

  • Cashkr Budget Allocation Strategy SOP

  • CPA vs ROAS Trade-offs SOP

Last updated August 13, 2025
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