Amobear boosts ROAS by 50% with AppsFlyer and TikTok

Overview

• Leading Vietnamese app studio Amobear wanted to drive global expansion and effectively optimize user acquisition ad spend to achieve higher lifetime value.
• With TikTok as one of their core growth channels, they were struggling to scale their efforts in key LATAM and Asian markets.
• Amobear switched to AppsFlyer as their Mobile Measurement Partner (MMP) to effectively measure campaign performance across multiple channels.
• They used AppsFlyer’s ROI360 solution and integration with TikTok, leveraging real-time Ad Revenue postbacks to effectively serve ads to users with higher retention in their desired markets, helping them achieve their expansion goals.

Background

Founded in 2013, Amobear has established itself as a leading technology company in Vietnam. Their mobile apps and games have achieved over 200 million downloads from a vast customer base, earning numerous industry awards. Driven by its goal of global expansion, Amobear aspires to become a market leader in several sectors with a mission to craft high-quality, engaging apps that meet users’ evolving needs and games that provide outstanding entertainment value.

Challenge

While striving for profitable growth for its mobile apps and games, Amobear was grappling with the challenge of balancing user acquisition (UA) costs against user lifetime value (LTV). In particular, they faced difficulty in targeting the right audience to achieve high retention and optimize campaign performance metrics, including click-through rate (CTR), cost per click (CPC), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). Marketing measurement and ad revenue data are crucial in helping Amobear better understand the effectiveness of its campaigns, refine marketing strategies, and ensure a positive return on investment.

Amobear had previously worked with a different mobile measurement partner (MMP). However, the company’s ambitious expansion goals necessitated a measurement provider that could offer more sophisticated solutions to optimize its acquisition, engagement, and retention strategies.

Amobear works extensively with TikTok as a growth channel, leveraging the platform’s engaging video format and advanced targeting options to boost user acquisition and app engagement efforts. However, the team was facing issues with scaling up its efforts with Pangle, the ad network of TikTok for Business. While Amobear was seeing success in the U.S. and other Western countries, its campaigns were not performing as effectively in LATAM and in various key Asian markets, including Indonesia, Vietnam, and the Philippines. This prevented the company from achieving the high rankings they sought for their apps in these regions and hindered their global expansion efforts. The inability to share accurate, real-time ad revenue data with TikTok further limited their capacity to optimize campaigns and scale. 

Solution

To help meet their expansion goals and enhance growth for their mobile apps and games, Amobear partnered with AppsFlyer as their MMP. Amobear implemented AppsFlyer’s mobile attribution and analytics solutions to effectively measure campaign performance across multiple channels, allowing them to understand where their users were coming from and evaluate the efficacy of their media sources. Compared with their previous provider, AppsFlyer’s improved user interface and user experience helped the Amobear team easily consume and analyze marketing data, greatly enhancing their decision-making process for ad campaign optimization and scaling efforts.

Our experience with AppsFlyer has been very positive. We appreciate the platform’s accurate measurement capabilities, comprehensive analytics, and real-time reporting. AppsFlyer has significantly enhanced our ability to optimize campaigns and measure performance effectively.

Lan Anh, UA Marketing, Amobear 

To expand Amobear’s reach on TikTok and effectively target high-value users in their preferred markets, Amobear leveraged ROI360, AppsFlyer’s ROI measurement solution, and the Advanced SRN integration between AppsFlyer and TikTok. ROI360 includes a specialized SDK functionality that monitors ad revenue data at the impression level. With these solutions in place, TikTok received real-time ad revenue postbacks as soon as a user viewed an Amobear ad.

These immediate signals from AppsFlyer facilitated the execution of Value-Based Optimization (VBO) campaigns on TikTok, identifying users with higher spending tendencies. By serving ads specifically to this group, Amobear was able to focus its ad spend on reaching users who were more likely to bring in more revenue, making their advertising campaigns more effective and efficient.

Results

Using AppsFlyer’s ROI360 solution and leveraging its integration with TikTok, Amobear reported a substantial 50% increase in ROAS in just one month, with 20% of its total ad spend allocated to TikTok. AppsFlyer provided Amobear with enhanced data quality, which gave them better insight into campaign performance to improve decision-making processes.

The collaboration between AppsFlyer and TikTok was indispensable to Amobear’s success, helping it gain access to new markets and achieve its expansion goals. This partnership sets the foundation for Amobear to further expand product reach and optimize future TikTok campaigns using invaluable insights from AppsFlyer.

AppsFlyer and TikTok worked with us to understand our goals and support us with the solutions we needed to reach them. Working together during our campaigns, both teams consistently provided actionable insights and guidance to ensure steady progress and help us achieve the outcomes we were looking for.

Lan Anh, UA Marketing, Amobear 

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