Post-install events are the key to understanding user quality and optimizing campaigns for real business outcomes. The right event strategy can dramatically improve ROAS and help algorithms find your best users.
Understanding Post-Install Events
Post-install events track what users do after downloading your app. These events feed data to attribution platforms and ad networks, enabling optimization beyond the install.
Event Types
- Standard events: Registration, purchase, level complete
- Custom events: App-specific actions you define
- Revenue events: Purchases with value attached
🎯 Event Impact
Campaigns optimized to post-install events typically see 20-40% better ROAS than install-optimized campaigns, because platforms find users more likely to convert.
Choosing Optimization Events
Selection Criteria
- Volume: Minimum 50/day for platform learning
- Timing: Within 24-48 hours of install
- Predictive: Correlates with downstream value
- Actionable: User-initiated, not passive
Event Hierarchy
- Revenue event (purchase, subscription)
- High-intent action (add to cart, start trial)
- Engagement event (complete level, view content)
- Activation event (registration, tutorial)
Event Implementation
MMP Integration
- Define events in your MMP dashboard
- Implement SDK tracking in app
- Map events to ad network requirements
- Test event firing before launch
"A single misconfigured event can waste thousands in ad spend by optimizing to the wrong signal. Always QA your event implementation."
Data Quality
- Include relevant event parameters
- Attach revenue values accurately
- Use consistent event naming
- Monitor for implementation issues
Funnel Analysis
Key Metrics
- Install-to-event rate: % completing each event
- Time-to-event: How quickly users convert
- Event-to-revenue: Downstream monetization
- Drop-off points: Where users abandon
Optimization Actions
- Identify and fix funnel friction
- A/B test onboarding flows
- Personalize based on source
- Re-engage at drop-off points
Optimize for Real Results
ClicksFlyer supports post-install event optimization to help you acquire users who convert.
Learn MorePlatform-Specific Tips
- Meta: Use App Event Optimization (AEO)
- Google: Set up tCPA with conversion events
- TikTok: Complete Events integration
- Apple: Leverage SKAN conversion values
Post-install optimization is essential for profitable user acquisition. Invest time in proper event setup, and you'll give algorithms the data they need to find your most valuable users.