The Challenge
A fast-fashion e-commerce app wanted to aggressively grow their mobile customer base while maintaining strict ROAS requirements. Their previous campaigns achieved strong ROAS but couldn't scale beyond 50K installs/month without performance degradation.
Key challenges included:
- Scaling beyond 50K monthly installs without sacrificing ROAS
- Seasonal demand fluctuations requiring flexible budgets
- Competition from major retail apps during peak seasons
- Need to acquire customers who would make repeat purchases
Our Approach
ClicksFlyer implemented a dynamic, ROAS-focused acquisition strategy:
Strategy Pillars:
- Dynamic Creative: Automated product feed integration for real-time inventory-based ads
- Seasonal Scaling: Flexible budget allocation for holiday periods and sale events
- Audience Segmentation: Created lookalike audiences based on high-LTV customer profiles
- Retargeting Integration: Coordinated new user acquisition with remarketing for cart abandoners
The Results
Over 12 months, the campaign exceeded all targets:
- 1.2M new customers acquired through mobile campaigns
- 320% D30 ROAS maintained consistently
- Average order value of $85 (above company average)
- 2.8 orders per customer within 90 days
- 40% YoY revenue growth attributed to mobile UA
Key Learnings
E-commerce mobile acquisition requires balancing scale with profitability:
- Dynamic product ads outperformed static creative by 65%
- Optimizing for first purchase (not just install) improved LTV by 40%
- Peak season CPIs can be managed through creative refresh and inventory expansion
- Cross-device attribution is critical for accurate ROAS measurement