How to increase mobile app revenue using Google UAC optimization

The service type: mobile app advertising
The promotion GEO: worldwide
Who took part in it: the customer team, Netpeak, Sociaro.AI.

The Project

We started to work with our client a year and a half ago. Our task was the promotion of the app designed for shopping from one of the largest marketplaces (the details can't be disclosed according to the NDA).
The Netpeak specialists have been increasing the number of installs and driving in-app user activity by promoting the app with Facebook and Google Ads.

Working with SEO and PPC channels always requires a lot of customer team involvement. It's great when they give advice from a business perspective. But it's even better when the customer helps you find a technical solution.

In our case, they told us about an option of separate management of the conversions that Google UAC receives via different channels.

The Challenge

To promote our client's app, we were using Google Universal App Campaigns (UAC). The app's profitability was increasing month after month.

At the same time, we knew that the search engine traffic channel was more effective. But UAC does not provide an option to split the traffic channels and optimize the most effective ones.

Search ads bring results faster than media or video. Of course, it all depends on the particular project and other inputs. But, according to statistics, the payback period for search ads is two weeks, while for media advertising, it can be more than two months.

The customer suggested that we use a third-party tool to split traffic channels and optimize only the one that brings the best results. Our specialists were not sure whether it was realistic or even legal.

How we set up campaign optimization

This is what the service account looks like. You can see, it is quick and easy to integrate the account with the ad accounts and trackers you use.

You need a token to connect to your AppsFlyer account. To integrate ad accounts, you need access to your ad account and a linkID if you are using Google Ads.

By the way, all statistics are collected into one system. There's no need to retrain campaigns if you switch between the integrated trackers.

You can set up conversion tracking in three steps. Here is an example of setting up tracking for installs generated by traffic from the search engines.

Step one: select the event type and the traffic channel.

Step two: select user behavior trait. For example, you can pick only users who have installed the app and made a purchase within three days.

Important: The tool enables you to change existing user conversions. First, you can select two unique events within ten days. Then choose ten unique events within ten days. As a test, it is better to create two separate custom conversions to estimate their number. Then you can decide whether switching the CPA strategy to one of them is a good idea.

Step three: name the custom conversion and send it as a conversion or as an audience.

Important: you can quickly set up user cohorts for specific events in the dashboard/report settings.

And here is the result. The application profit has tripled after one month of working together with Sociaro.AI developers.

Our customer is now planning to enter new markets. The team is studying competitors in the USA and the UK and developing the application in Spain. They continue to collaborate with both our agency and the Sociaro.AI service.

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