How to improve app downloads by reducing ad click
**Timeline:** January 2023 - ongoing
**Task:** Conduct an audit of paid advertising channels, enhance the performance of campaigns on Facebook and Instagram, generate advertising proposals and hypotheses, test new advertising strategies, and assess key performance indicators (KPIs) related to the cost of mobile app downloads.
**How the work was carried out:** The team began by performing a comprehensive audit of all advertising efforts across Facebook, Google, and Twitter. The outcomes were analyzed using Google Analytics, which helped identify the strengths and weaknesses of previous promotional campaigns. Insights were gained into what contributed to app downloads and the variation in costs per download. As a result, low-performing ads were promptly disabled, and the decision was made to concentrate solely on Facebook, as it had previously provided the best results within the limited budget. Next, it was important to assess all audiences and advertising creatives used, develop new hypotheses, and create additional testing materials. Based on a client survey, 22 new hypotheses and between 5-10 creatives for each hypothesis were produced, alongside the formation of new audiences aimed at both narrower targeting and broader advertising approaches. Efforts were also made to precisely define customer profiles and distribute the budget across the advertising campaign by timeline and audience/hypothesis.
**Results:** Through detailed analysis before launching the ads and continuous performance analytics, the following metrics were achieved: CTR of 1.03%, CPM of $2.30, CPC of $0.02, and CPA of $1.50.