Performance Marketing · ServiceBOFU
App campaigns optimised for revenue, not installs
The short answer
A cheap install is worthless if the user opens the app once and never returns. PMG runs app campaigns against in-app value events — registration, first transaction, subscription, deposit — using a properly configured MMP so the networks optimise toward users who do something, not users who download.
The shift from cost-per-install to cost-per-valuable-action usually raises the nominal CPI and cuts the effective cost per revenue-generating user substantially.
The measurement foundation
- An MMP (AppsFlyer, Adjust, Branch or Singular) installed and validated
- In-app events mapped to real business value, with revenue passed where applicable
- SKAdNetwork / AdAttributionKit conversion values configured deliberately for iOS
- Google Play install referrer and Firebase events wired for Android
- Deep links working so ad clicks land on the right screen
- Cohort reporting by D1, D7 and D30 retention
Without these, you're buying installs blind, and every network will happily sell you the cheapest possible ones.
How we run app campaigns
- Define the value event. Not install — the action that correlates with revenue. For fintech it might be first deposit; for commerce, first purchase; for content, D7 return.
- Start broad, then tighten. Google App Campaigns and Meta AAA need volume to learn. Starting with install-optimised campaigns and graduating to event-optimised ones is usually faster than starting deep.
- Feed creative variety. Portrait video, playables where relevant, and store-listing assets are all part of the same buy.
- Optimise the store listing. ASO affects paid conversion rate directly — a better listing lowers your effective CPI on every network.
- Layer Apple Search Ads for high-intent capture on iOS.
- Report on cohorts, not day-one numbers. An expensive cohort that retains beats a cheap one that churns.
iOS versus Android economics in India
Android dominates volume in India; iOS dominates revenue per user in most categories. That usually means two separate campaign structures with different target costs, not one blended target. Attribution on iOS remains coarser, which makes cohort-level and blended measurement more important than per-campaign precision.
Mistakes that waste app budgets
- Optimising for installs when the business runs on in-app purchases
- One blended CPI target across iOS and Android
- No deep linking, so users land on a generic home screen
- Ignoring the store listing, which caps conversion on every paid click
- Judging campaigns on D0 data when the value event happens on D7
- Incentivised install traffic that inflates volume and destroys retention
App campaign channels
| Channel | Strength |
|---|---|
| Google App Campaigns | Search, Play Store, YouTube, Display at scale |
| Meta app campaigns | Rich audiences and creative formats |
| Apple Search Ads | High-intent App Store searches on iOS |
| Ad networks and DSPs | Additional reach, requires careful fraud control |
| Influencers | Demonstration and trust |
iOS vs Android economics in India
Android makes up most Indian installs and usually has lower install costs. iOS users are fewer but often have higher purchasing power. Because Apple's App Tracking Transparency limits user-level tracking without consent, iOS campaigns rely on aggregated measurement. We set separate targets, creatives and reporting for each platform.
App campaigns by app type
| App | Optimisation event | Key metric |
|---|---|---|
| Fintech | KYC completed or first transaction | Cost per activated user |
| Commerce | First purchase | Cost per first order |
| Gaming | Retention or purchase events | Day-7 retention, ROAS |
| Edtech | Trial started or subscription | Trial-to-paid cost |
A worked example
A commerce app optimised for installs and attracted users who never bought. We switched optimisation to first purchase, fixed event mapping in the measurement partner and added re-engagement for installers who hadn't ordered. Install volume fell; buyers rose.
Before you launch app campaigns
- Measurement partner configured
- In-app events mapped
- Store listing optimised
- Creative showing real app use
How a App Install Campaigns engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for App Install Campaigns, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for App Install Campaigns
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run App Install Campaigns
We manage App Install Campaigns for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for App Install Campaigns.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
What's a good cost per install in India?
It varies enormously — from under ₹20 for casual content apps to several hundred rupees for fintech and gaming with high-value users. CPI is the wrong target anyway; optimise cost per valuable action.
Do we need an MMP?
For any meaningful app spend, yes. Without one you cannot deduplicate attribution across networks or measure retention by source.
How does iOS privacy affect app campaigns?
SKAdNetwork and its successors give delayed, aggregated and partially obscured data. Practically, this means larger campaigns, longer learning periods and more reliance on blended and cohort analysis on iOS.
What is a good cost per install in India?
It varies by category and platform; the more important measure is cost per active or paying user.
How can we reduce uninstalls after install campaigns?
Target in-app events rather than installs, improve onboarding, and ensure ad creative sets accurate expectations.
Which platforms run app install campaigns?
Google App campaigns, Meta, Apple Search Ads and ad networks are the main ones.
Why do install costs differ between Android and iOS?
Audiences, competition and measurement differ — iOS users are often costlier but more valuable in India.
What is SKAdNetwork?
Apple's privacy-preserving attribution framework for iOS app campaigns.
Do app campaigns need a measurement partner?
It's strongly recommended for accurate cross-platform attribution.
How long before app campaigns stabilise?
Usually a few weeks, depending on event volume.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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Free growth audit
Find out where your budget is leaking.
Send us your ad account, analytics or site. Within 72 hours you get a written audit: tracking gaps, wasted spend, and the three moves we'd make first. No pitch deck.