How we rebuilt the ad account for a reward-based mobile app, slashed CPI to $0.68, and generated over $50,000 in attributed revenue by optimising for deep in-app actions.
Oney.Studio · Performance MarketingA reward-based mobile app where users earn incentives like Amazon gift cards by completing tasks: installing games, reaching milestones, or hitting engagement targets. Positioned in the highly competitive "Cash & Coins" app category in the U.S. market.
Operating in a crowded U.S. app market, the primary goal was to reduce CPI while maintaining quality user engagement deep in the funnel. Campaigns lacked segment-level optimisation, creative rotation was minimal, and bidding was tied to installs rather than the in-app actions that actually drove revenue.
Fix the structure, make creatives the engine of performance, get the data infrastructure right, and keep the account policy-clean throughout scale.
Rebuilt and reorganised all campaigns for more efficient delivery. Shifted bidding from installs to deep in-app events - level completions, milestone achievements, and reward-cycle actions. Segmented campaigns by user intent stage so budget flowed to the moments in the funnel that actually predicted long-term value.
Event-based biddingHeavily invested in creative as the primary performance lever. Built a systematic testing process for reward-led hooks, benefit-forward messaging, and visual formats suited to the app's competitive category. Rotated creatives consistently based on performance signals - not intuition. The best-performing angles were iterated on, the weak ones killed fast.
Systematic creative rotationConsulted the client on how to improve their data infrastructure for higher-quality signals. Helped configure event tracking to pass accurate, granular conversion data back into the ad platform - so the algorithm was optimising on real revenue-correlated actions, not surface-level installs or shallow engagement.
Signal quality improvedReward and incentive app categories face strict and frequently updated platform policies. We reviewed all creative and targeting proactively to stay compliant during scale - minimal disapprovals, no account-level flags, no interruptions to delivery during the highest-spend periods.
Zero account flagsIn a saturated reward-app category, creative is the primary differentiator. Every ad was built around a specific reward hook or user motivation - with tight copy, a clear benefit, and a frictionless call to action. We tested aggressively and cut anything that didn't perform within days.
Lower CPI. Cheaper in-app conversions. A 37% ROAS improvement. All from the same ad spend, restructured properly.
Performance snapshot: Rebuilt account with segmented campaigns, event-based optimisation, and rotating reward-led creative. CPI reduced from $1.52 to $0.68, in-app action CPA stabilised at $2.35, ROAS improved 37%, attributed revenue exceeded $50,000.
Tiered funnel design filtered out low-engagement users early, ensuring budget was concentrated on users who would complete milestones and generate reward-cycle revenue.
Event-level data gave the team clearer forecasting on reward-to-retention ratios, making it possible to model user lifetime value with much greater accuracy.
Real-time event feedback enabled aggressive scaling during peak install windows, with the confidence that efficiency metrics would hold under pressure.
The account rebuild completely changed how we approach user acquisition. CPI dropped, action quality improved, and we finally had data we could actually trust to make decisions.
- Client · Reward-Based Mobile App · U.S. Market · NDA
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