The starting point
An app that invests in several media gets its own install count from each one, calculated with its own rules. Added together, those counts don’t match what the MMP records, and they can’t be used to compare the media with one another.
VodaPay already had the reference it needed: Adjust, which attributes every install and every in-app event to the network and campaign that generated it, with the same criteria for all of them.
What Babuin did
Babuin connected to Adjust and used its installs and sign-ups as the source of truth. With that data, DBA compared each medium’s cost per install and cost per sign-up every day and moved the investment towards those producing the most results for each unit of budget.
The total budget did not change. What changed was the allocation: in all, 19% of the investment was reallocated.
Results
- +53% app installs.
- +25% user sign-ups.
- −25% cost per install.
The figures come from Adjust, VodaPay’s source of truth, not from each platform’s dashboard.
What other apps can apply
- Measure every medium with the MMP. It is the only way to compare networks that count installs differently.
- Optimize for in-app events too. An install without a sign-up is worth less than one with a sign-up, and the MMP already knows it.
- Review the allocation often. You don’t need more budget to grow: it is enough to move it to where it performs best, and that changes from one week to the next.
“Working with MonkeyFlux was a game changer for Vodacom South Africa. Thanks to their data-driven approach and advanced optimization technology, we saw a huge uplift in Vodapay app installs and in-app engagement”