How we cut acquisition cost by 4x by betting on the right signals ?

Context

We support Cheerz in optimizing and improving the profitability of their paid media acquisition on the Meta ecosystem, with an exclusive focus on promoting their mobile app. When we took over the account, despite significant investment levels, acquisition suffered from a particularly high cost per acquisition (CAC), limiting the overall profitability of the campaigns. The main challenge, in a complex post-iOS 14 tracking context, was to:

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• Break through the D29 CAC glass ceiling, which stood at $184.
• Restore the Meta algorithm's visibility into in-app conversions.
• Shift from a pure install logic to a profitability and order-volume logic.
• Set up a creative iteration loop able to sustain high spend levels without running out of steam.

Solution

We designed and deployed a technical and creative turnaround strategy, built to give the Meta algorithm the right optimization signals and capture users with high purchase intent.

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Technology transition & improved measurement (AEM vs SKAN)

• The SKAN challenge: Historically, the campaigns relied on Apple's SKAdNetwork (SKAN) protocol. While privacy-friendly, SKAN imposes data reporting delays (up to 72h), limits the granularity of measured events, and restricts the algorithm's ability to optimize in real time.
• The AEM (Aggregated Event Measurement) channel: We switched the app campaigns to Meta's AEM protocol. Unlike SKAN, AEM makes it possible to model and report aggregated conversion data far more comprehensively.
• Impact: This transition let us regain a clear platform view, feed the algorithm with reliable, recent data, and mechanically improve overall performance.

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Advanced in-app event optimization (AEO)

• Restructuring the campaigns to move from simple mobile app install optimization (MAI) to in-app event optimization (App Event Optimization, AEO).
• A strict focus on the "Purchase" event: we tell the algorithm to prioritize the user profiles most likely to complete an order, maximizing order volume.

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Rebuilding and energizing the creative process

• Massive diversification of formats and creative angles to address different buyer psychological profiles.
• A very frequent creative refresh cycle: an essential step on Meta to counter ad fatigue, especially at high spend levels, keeping CPMs and CPCs competitive.

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