All work
Tandem
Fitness app
·
App install campaigns
Fewer installs, more paying members, and a trial cost that nearly halved.
We stopped buying cheap installs and optimised for trial starts instead. Cost per trial fell 44% and more trials turned into paid members.
−44%
Cost per trial
+31%
Trial to paid
1.2M
Installs in six months
Project details
Client
Tandem
Industry
Fitness app
Services
App install campaigns
Channels
Meta, TikTok, Apple Search Ads
Timeline
6 months
Monthly spend
$90k
The problem
Tandem was buying installs at a great price, but most of those people opened the app once and left. Cost per paying member kept climbing.
What we did
We switched every campaign to optimise for trial starts and fed the platforms better signals from the app, so they could find people likely to subscribe.
New creative showed the first workout, not the brand. Apple Search Ads covered people already searching for home workouts.
Judging the right event
We reported on cost per trial and trial to paid each week. Installs became a side number.
The result
Cost per trial dropped 44%, trial to paid rose 31%, and the app still reached 1.2 million installs.
Our install numbers went down for a month and our revenue went up. That’s when the board stopped worrying.
Marcus Lee
VP Marketing, Tandem
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