FloatMe Case Study

FloatMe

Increase App Signups 177% with MMP Integration & Creative Testing

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Client Background

FloatMe is a subscription-based finance app that provides cash advances and budgeting tools. Their mission is to provide financial support to people who are treading water financially, and a few “floats” in between paychecks can make the difference between having gas in the tank, or groceries on the table.

 

Challenge

FloatMe partnered with JDM to increase New User volume while maintaining an efficient Cost Per New User. The lack of visibility into App New User data within their ad platforms was a challenge that prevented them from being able to optimize and scale efficiently.

JDM Approach

When JDM began working with FloatMe, our first priority was to figure out how to integrate their AppsFlyer data across all active channels before moving forward with audience, creative, and copy testing. All channels we took over either had unconfirmed conversion events imported from AppsFlyer or lacked MMP integration altogether. 

Our approach was to prioritize the integration of AppsFlyer New User data for all of the platforms under our management to improve algorithm learning and optimization to drive better New User volume and efficiency. Once we were confident that app conversion data was successfully importing into platforms, we were able to significantly improve performance with consistent creative testing.

FloatMe App

Strategy


Phase 1: Accurate and advanced data integration

We integrated New User data from AppsFlyer into Facebook, Google, and TikTok to get accurate insights into campaign and ad performance. Being able to optimize towards AppsFlyer data, which included down-funnel metrics beyond installs, allowed us to train the algorithm to go after higher-quality New Users and improve both volume and efficiency.

Phase 2: Creative testing

For all Google, Facebook, and TikTok campaigns, we established a consistent cadence for new creative testing that included 5-10 new creatives each month. We consistently rotated new creatives weekly and optimized toward top-performing versions. We prioritized testing diversification of ad types and creative angles.

  • Ad types:
    • Images
    • Gifs
    • Videos
    • Carousels
  • Creative Angles:
    • Notes App UI
    • Holiday-Centric Messaging
    • Testimonials
    • Self-Aware “This Is an Ad” Perspectives
    • TikTok Trends
      • Street Interviews
      • Texting
      • “POV:” Intros

The Results


Facebook / AppsFlyer Integration

After setting up the AppsFlyer integration with Facebook in July, we saw Cost Per New User improve 14% from June to July. By pulling in AppsFlyer data directly into the platform, we were able to correctly set our campaign goals to the integrated AppsFlyer conversion as well as optimize performance towards AppsFlyer conversions. In August, we increased the frequency of new creative tests within the platform, which contributed to Cost Per New User improving 16% from August to September.

We set up the Facebook/AppsFlyer integration in July and followed by increasing the frequency of new creative tests within Facebook campaigns in August. Pulling AppsFlyer data directly into the platform enabled us to align campaign goals and strategies with integrated AppsFlyer conversions. The combined initiatives of data integration and creative testing led to a Cost Per New User decrease of 33% from July to October.

Google / AppsFlyer Integration

After re-configuring the AppsFlyer integration with Google in July, we were able to scale spend by 54% from June to November while maintaining Cost Per New User below FloatMe’s goal. Pulling in-app conversions into Google has allowed us to strategically increase budgets for different app event optimization tests while maintaining overall efficiency.

Conclusion

By integrating AppsFlyer and platform data, as well as increasing the frequency of creative rotation for social channels, JDM was able to increase overall New User volume by 177% from May to November while staying below FloatMe’s Cost Per New User goal. Our work on Google, Facebook, and TikTok campaigns helped FloatMe achieve its blended goal of 100k new users per month.

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