Challenge
Drops makes language learning fun, efficient, and accessible — turning vocab, grammar, and pronunciation into part of your daily routine.
Main challenges at Drops were:
Absence of performance-oriented User Acquisition strategy
Absence of standardized creative production & testing process
Highly competitive niche requiring strong SKAN measurement, CPA/ROI discipline, and technical fixes for attribution and MMP setup.
Solution
1. Improved SKAN accuracy
To futureproof Drops’ growth, Applica “picked apart” the legacy SKAN model left over from Appsflyer and configured a new one with the help of Singular, which provided Drops with richer iOS campaign data.
2. Resolved MMP challenges
Applica team resolved key MMP challenges by unifying marketing data, delivering tailored performance reporting, and enabling cost-efficient measurement and optimization.
3. Established a reliable creative testing process
A new cost-effective creative testing process within Facebook Ad Manager was set up. Winning ads were refreshed on a constant basis after launch to avoid fatigue.
4. Set clear CPA/ROI targets
Applica team decided to restructure the accounts by pausing the inefficient campaigns and focusing on campaigns that would bring positive ROI. This led to us creating an account structure for Drops with campaigns that consistently achieved an average ROAS of 130% and higher.
5. Optimized campaign structure
Applica’s modus operandi was to adapt our strategies based on the ad platform and target markets, tailoring their approach for maximum impact.
6. Explored new channels
Applica explored new channels by benchmarking and monitoring rigorously, then allocating resources strategically to maximize ROI and retention.
7. Continuous Optimization
Applica team ensured continuous optimization through daily health checks to promptly address measurement or performance issues while fine-tuning well-performing campaigns. At the same time, we drove continuous idea generation to test new hypotheses and refine Drops’ advertising strategies for greater effectiveness. Finally, our global testing approach spanned virtually every ad platform and market worldwide, delivering valuable insights and enabling the acquisition of diverse audience.
User Acquisition details
The case study period spans from March 2022 to the present, with user acquisition efforts focused on Meta, Google, and Apple Ads. Key GEOs targeted included the USA, UK, Germany, Australia, and Canada, with top-performing markets highlighted in the report. Reporting examples are shown in the visuals below.
Top-performing GEOs
Reporting Examples
Creatives approach
Applica built an efficient creative pipeline on Meta, emphasizing UGC and static creatives. This approach enabled consistent testing, iteration, and scaling of the most effective concepts.
Results
In the first quarter of our collaboration, non-organic users grew by 40% compared to the previous quarter. During the same period, Average Revenue Per User (ARPU) increased by an impressive 62%. To drive these outcomes, we tested and implemented more than 70 creative concepts, fueling sustainable growth and measurable impact.
40x
in non-organic users (Q1)
62%
Growth in non-organic ARPU
Client feedback
Applica have made significant strategic and tactical contributions, enhancing and optimizing our campaign performance across all channels with a keen focus on maximizing ROAS.
Frederik Cordes
GM & CPO at Drops
