Mastering iOS scaling with a 1,253% Revenue Increase
Scaling Love: Inshallah’s Rise in the US Market.
About INSHALLAH
Inshallah is a leading dating app for the Muslim community. On the journey to scale Inshallah into new and bigger markets, we setup a go-to marketing plan for entering and scaling in the US.
THE CHALLENGE
One clear objective: Launch and scale user acquisition campaigns in the United States with an early focus on community building prioritizing cost pr. Install as the main KPI – which would later evolve to become ROAS / Revenue as the main KPIs.
The members of the team assigned to us are of a very high standard. A unique experience in the field of mobile applications with big ambitions for scale. Top management. Shoutout to Pedro, who runs the campaigns with serious professionalism and excellent results. Pablo who preceded him with just as much success. Valeryia is a true ASO magician. Debora delivers graphics at an impressive rate. And, of course, André, who directs them all.
Hatem Ahmed
CEO
@ Inshallah
The members of the team assigned to us are of a very high standard. A unique experience in the field of mobile applications with big ambitions for scale. Top management. Shoutout to Pedro, who runs the campaigns with serious professionalism and excellent results. Pablo who preceded him with just as much success. Valeryia is a true ASO magician. Debora delivers graphics at an impressive rate. And, of course, André, who directs them all.
– Hatem Ahmed – CEO – Inshallah
OUR STRATEGIC APPROACH
Diversify our user acquisition ad spend to test the most profitable combinations in terms of ad networks, targeting, operating systems, creatives, messages and placements.
It's critical that our tracking and measurement infrastructure are precisely calibrated, enabling data-driven decisions throughout the user journey.
THE PROCESS
App performance analysis
We audited the app’s performance across areas like UA, onboarding process, CRM communications, and paywalls, identifying Inshallah’s strengths, weaknesses, and market positioning.
We narrowed down the top Muslim dating app competitors in the US getting early insights on onboarding practices, paywall tests & CRM (email + push notifications) ideas.
Finding the audience’s pain points
Research and brainstorming on the different pain points by which our potential target audience could be driven to take action.
We adapted our strategy to focus on the ‘Halal Love’ concept, which outperformed other areas like ‘family-oriented’, ‘privacy’, and ‘security’.
Creative analysis
We focused more on user-generated content, tailoring it to our audience’s needs, leading to a significant boost in campaign performance.
Static images and non-UGC videos underperformed compared to UGC. Thanks to our creative testing structure we found a specific carousel format occasionally outperforming UGC videos. We adopted and increased the production of this format, to support UGC and stabilize performance.
Monitor & iterate
Identifying early on that iOS users brought better overall results than Android users, helped us to narrow down our ad spend allocation.
Google Ads and Moloco initially excelled in Android user acquisition at low costs, aiding our community-building. Yet, analysis showed high churn by Day 5 from these users, with revenue below targets. Shifting focus to Return On Ad Spend (ROAS), we reallocated spending towards more profitable Facebook and TikTok iOS users.
SKAN
Setting an initial conversion value schema, then refining it based on data and revenue insights from SKAN, allowed us to accurately track iOS users’ revenue trends and its evolution.
Analyzing SKAN revenue showed TikTok’s CPI volatility directly affected earnings. When comparing revenue results to Facebook, we proved the latter was more profitable, so we strategically and confidently reallocated spending to Facebook.
Campaign objectives & In-App events
Adopting in-app event-optimized campaigns allowed us to fully utilize ad networks’ advanced algorithms, focusing on sustainable revenue.
After months of building our community in the new market, our ad networks gathered sufficient data to better target users more likely to make purchases in our app. In September 2023, we shifted to Purchase optimized campaigns in the US, leading to a significant revenue spike, as illustrated in the charts below.
Channel diversification
Allocating our budget across multiple ad networks (SRNs + DSPs) diversified our revenue sources and reduced reliance on just one UA channel. Channels like Google Ads, Snapchat Ads, TikTok Ads, Facebook Ads, Apple Search Ads and Moloco were tested.
Even though Android user acquisition was cheaper than iOS, we realized that iOS users generated significantly higher revenue and nearly twice as high retention rates, compared to Android users. These insights were key to boost ROAS and re-allocate resources based on the most profitable and active users.
THE RESULTS
United States iOS subscriptions have increased with 824% since we took over
US iOS Active Subscription
United States iOS revenue increased 1,253% since we took over
US iOS Revenue
United States iOS ROAS M8 100%
ROAS vs. Ad Spend
Opened up new sources of revenue, which supported expansion
into new markets.
- DE +
- UK +
- BE.
DE + UK + BE Total Revenue
It’s been such an enjoyable ride along with the Inshallah team. The ability to discover new acquisition channels and narrow down the avenues of success helped us rapidly find profitable roads showing great results. This is just the beginning, though. There are a lot of other markets to conquer, but thanks to our creative testing strategy and speedy iteration of best-performing creatives we’ve been able to achieve amazing results so far!
-Pedro Arias, Performance Marketing Manager at Admiral Media
Pedro Arias
Performance Marketing Manager
@Admiral Media
It’s been such an enjoyable ride along with the Inshallah team. The ability to discover new acquisition channels and narrow down the avenues of success helped us rapidly find profitable roads showing great results. This is just the beginning, though. There are a lot of other markets to conquer, but thanks to our creative testing strategy and speedy iteration of best-performing creatives we’ve been able to achieve amazing results so far!
This case study not only showcases our agency’s expertise but also serves as a valuable resource for those seeking insights on how to successfully leverage different channels in today’s User Acquisition world and the dynamic industry of mobile app advertising.
