2gis

Client

2GIS is a leading digital mapping and navigation service, offering detailed city maps, directories, and routes. After the app was banned from Google Play and the App Store, the company's primary goal shifted to attracting new users to the APK version of the app.

Tasks

• Drive traffic to the APK version with a focus on specific cities

• Achieve the KPI of server activations (users downloading and launching the app)

Implementation

City-specific Targeting
The challenge of this case was that the client required installs from users living in specific cities in Russia. Most ad networks do not offer city-level targeting. However, we had access to in-app traffic sources that allow for precise city-level targeting, which gave us a significant advantage. This enabled us to reach exactly the audience 2GIS required.

We launched ad campaigns promoting the APK version, focusing on users from the target cities. Through deep traffic source analysis and a creative approach to ad design, we were able to maintain high conversion rates, successfully attracting users who actively downloaded and opened the app.

Optimization and KPI Achievement
Throughout the campaign, we closely monitored key metrics and continuously optimized the campaigns to meet the KPI for server activations (app downloads and launches). 

Results

• +43,700 target server activation events meeting KPIs

Despite the app's unavailability on Google Play and the App Store, we successfully optimized the cost per active user. By utilizing ad networks with city-level targeting and expert campaign management, we helped 2GIS continue attracting new users to its APK version effectively.