Wink

Client

Wink is a modern video service that provides users with access to a wide range of movies, TV series, and channels through mobile and TV applications. At the time of launching the campaign, the client had just completed the integration of their applications with the Appmetrica tracker.

Objectives

• Drive installations of the mobile application.

• Encourage subscriptions among new users.

Implementation

Upon launching the campaign, the client had recently integrated their applications with the Appmetrica tracker. However, there were very few connected in-app advertising networks, which posed a significant challenge for initiating the campaign. We took on the responsibility of creating new integrations and successfully connected around 70 advertising networks. This enabled us to drive traffic while operating on a pay-for-performance model (subscription). For this to work, the tracker needed to transmit data on completed actions (subscriptions) back to the advertising networks.

Initial Challenges. When we started working on the Wink campaign, the integration with the Appmetrica tracker had just been completed. This tracker enables the monitoring of various metrics, including installations, user retention, and the completion of target actions like subscriptions. However, at launch, we encountered a serious issue: there were very few in-app advertising networks connected to Appmetrica. This posed a significant challenge to effectively launching and managing our advertising campaigns. 

Why It Mattered: For the campaign to operate on a pay-for-performance model (in this case, subscriptions), it was crucial to ensure data transmission about completed actions back to the advertising networks. This feedback loop, known as a postback, informs advertising networks which users actually completed a target action after clicking on an ad or installing the app. Without such integration, we couldn't optimize campaigns correctly, as we wouldn’t receive data to evaluate the performance of each advertising network.

Our Actions. Recognizing that a lack of sufficient integrated advertising networks would hinder the campaign’s effectiveness, we took on the task of setting up new integrations. Our team actively worked to connect additional advertising networks to Appmetrica. 

We carefully selected over 70 advertising networks aligned with the campaign's goals and objectives. Our team ensured seamless data transmission regarding subscriptions without delays or errors, allowing us to launch traffic on a pay-for-performance model (subscription). 

Developing a KPI System
Since the client had no prior experience in analyzing in-app traffic, we collaboratively developed a system of key performance indicators (KPIs) to optimize traffic quality. We regularly analyzed data to identify which traffic sources generated the most subscriptions and how they aligned with the established KPIs.

Parallel Scaling and Optimization
Simultaneously with the setup of analytics and integrations, we actively launched new traffic sources, which helped increase the volume of target actions. Through campaign optimization, we achieved a month-over-month increase in new audience acquisition.

Result

• 520,083 new app installations

• 152,676 new user registrations

TThe project for Wink showcased our ability to effectively address complex integration and optimization challenges, even when faced with limited resources. By implementing a KPI system and actively integrating new advertising networks, we ensured consistent audience growth and successfully met our subscription targets.