Case Study: CandyWriter – Maximizing Retention and Campaign Performance Through Predictive Targeting
CandyWriter, a top game development company, sought innovative solutions to optimize their user acquisition strategy. By leveraging Appfluencer’s predictive targeting, they identified high-retention users, optimized ad spend, and enhanced long-term engagement.
Objective
CandyWriter aimed to reduce their cost per install (CPI) while maintaining a positive lifetime value (LTV). Additionally, they sought data-driven insights to guide future marketing strategies and creative optimization.
Challenges
- Identifying high-retention users while minimizing wasted ad spend.
- Navigating campaign optimizations without a fully automated bidding process at the time.
- Refining creative performance through iterative testing to maximize engagement.
Appfluencer’s Approach
- Predictive Targeting & Iterative Optimization: By analyzing early install behavior and downstream revenue actions, we refined targeting models in real-time—prioritizing users with the highest retention and revenue potential.
- Creative-Publisher Synergy: Identified high-impact publisher + creative combinations that consistently drove stronger engagement, ad revenue, and in-app purchases.
- Adaptive Budgeting & Bidding: Using data-driven performance feedback, we adjusted bids and budgets manually to dynamically scale top-performing placements.
Results
- Higher Retention & Long-Term Efficiency: While early eCPI was higher than traditional UA models, retention-focused targeting resulted in superior cost efficiency beyond day 90.
- AI-Driven Insights at Scale: Findings from this approach directly influenced the evolution of Appfluencer’s AIDM framework, proving that privacy-first targeting could drive sustainable acquisition gains.
Client Testimonial
Your techniques have resulted in some of our highest-retaining users. The calls on which you walked us through the results really illuminated the concept that not all networks and creatives are created equal. The amount that results can vary is astounding. Ultimately, we always returned to the one key determinant of success… Is CPI less than LTV? – CandyWriter
Key Takeaways
- Predictive Targeting Improves Acquisition: Custom audience modeling led to a higher share of engaged users, improving ROI.
- Creative Testing Drives Performance: Early creative optimizations yielded better engagement rates across networks.
- Strategic Insights Have Long-Term Impact: The findings influenced future user acquisition strategies and creative iterations.
- Scalability Beyond a Single Campaign: The methodologies used provided a framework for ongoing campaign optimization.
Strategic Learnings & Industry Impact
Through our work with CandyWriter and other developers, we identified key principles that would become the foundation of our AIDM predictive targeting system. By continuously refining targeting strategies based on real-time behavioral feedback, we pioneered an approach that delivered long-term cost efficiency—without reliance on personal identifiers.
Next Steps
CandyWriter’s success with Appfluencer’s predictive targeting has set the stage for future enhancements. The focus now shifts toward further automation, continuous optimization, and expanded audience testing to sustain long-term growth.