Payback pulled from 140 → 68 days.
Consumer mobile app with strong D1 retention but broken SKAN 4.0 measurement, low-LTV geos absorbing spend, and store CRO stuck. Re-engineered UA + ASO under one team.
Why the account was underperforming.
SKAN conversion values mapped to install events, not revenue events - Meta and Google were optimizing to installs of low-value users. Tier 3 geos absorbing 40% of budget for 8% of revenue. Store listing static for 8 months.
What actually changed.
Re-engineered SKAN 4.0 values
Conversion values remapped against in-app value events - subscription, trial, purchase. Networks now optimize to revenue, not raw installs.
Cut low-LTV geos
Tier 3 spend routed to Tier 1 + Tier 2 with LTV-weighted bid caps by geo.
Playable creative volume
Playables + interactive end cards produced through Social Legendary. CTR uplift of +58% vs static video.
App Growth integration
Store CRO paired with UA - screenshots, listing, subtitle tested against paid keyword clusters. Organic install lift funded next month's UA.
Cohort-based bidding
tROAS by geo cohort on payback windows, not blended CPI ceiling.
What the account looked like after.
Payback window compressed from 140 to 68 days. Blended install quality up 42% against pre-engagement cohorts. Store conversion +65% via App Growth CRO. Ad spend held flat while paid installs grew 1.8×.