User Acquisition by App Studio with 30M+ Downloads

We manage Google App Campaigns (UAC), Meta App Install campaigns (Facebook and Instagram), Apple Search Ads, programmatic DSPs, and CPI network campaigns. For most Indian apps, Google UAC and Meta are the primary volume channels. Channel mix depends on your vertical, target CPI, and audience profile.

India has some of the lowest CPI benchmarks globally — typically 30–60% cheaper than Western markets. Benchmarks vary by vertical: gaming apps see CPIs of ₹8–₹25 for Android, fintech apps ₹40–₹120, and utility apps ₹15–₹60. These are install-level CPIs; quality-adjusted CPIs accounting for D7 retention are higher.

SKAdNetwork (SKAN) is Apple's privacy-preserving attribution framework for iOS 14.5+. It limits event data, introduces conversion value windows, and delays attribution reports. Proper SKAN setup requires configuring conversion value maps, setting postback windows in your MMP, and adjusting campaign optimisation strategies. We set this up as part of every iOS UA engagement.

For Google UAC to exit the learning phase, you typically need ₹3L–₹5L/month minimum (ideally more for competitive categories). Meta can be tested with smaller budgets. Below these thresholds, the algorithm doesn't have enough conversion data to optimise effectively and CPIs remain high.

Google App Campaigns enter a learning phase when first launched or significantly changed. During this period (typically 2–4 weeks), the algorithm experiments with bidding, creative combinations, and audience signals. CPIs and CVRs are often volatile. Avoid major campaign changes during this period.

We use independent MMPs (AppsFlyer or Adjust) for attribution — never relying solely on network-reported data. For CPI network campaigns, we vet publishers, set D1 retention quality thresholds, and monitor install-to-event conversion rates. Publishers showing anomalous install patterns are blocked immediately.

CPI (cost per install) campaigns pay per app download. CPA (cost per action) campaigns pay when an installed user completes a specific in-app event — registration, purchase, or subscription. CPA campaigns typically produce higher-quality users because you're paying for demonstrated engagement. Google UAC supports both models.

Install count is just the entry metric. We track D1, D7, and D30 retention rates; install-to-registration and install-to-purchase conversion rates; ARPU and LTV by cohort and channel; and blended CPI vs. CPE (cost per engagement). Attribution through your MMP makes these metrics trackable by campaign, creative, and network.

Interest-based targeting with vernacular language creatives performs significantly better than broad demographic targeting for Indian tier-2 and tier-3 markets. Lookalike audiences from D30 retained users typically outperform broad interest stacks for most verticals. We test targeting systematically rather than relying on generic India audience presets.

Week 1: campaigns live, initial data collecting. Week 2–4: learning phase exits, early performance signals emerge. Month 2: creative testing produces winning variants. Month 3+: channel mix and bidding strategy stabilise into a predictable, scalable system. Full channel optimisation typically requires 90 days of continuous testing.