The strategy was:
- Resolve IOS attribution issues that were driving high CPAs;
 - Navigate user hesitation due to recession - related news impacting investment behavior;
 - Integrate localized payment methods to improve conversion across key markets;
 - Address ad rejections and implement creative localization strategies;
 - Leverage data from Amplitude, MMP, and Google UI to inform performance decisions.
 
User Acquisition
The case study period covers January to July 2025, with acquisition efforts running on Meta, Google, and Apple Ads.
Campaigns targeted Nigeria, the United Arab Emirates, Qatar, Kuwait, and Saudi Arabia, reaching male and female users aged 25–44.

Cost of In-app event we optimised for

Top-performing GEOs

Demography
Creatives
Our team produced 700+ creative ad assets.  We structured ad groups based on different clusters and ran ads only on relevant topics. UGC became the best performing ad format - storytelling has much more impact on users who trust people more than images and motion videos, especially during uncertain times.
Creatives