Boosting iOS installs and reducing eCPI with AppsFlyer Single Source of Truth

Overview

• A rapidly growing iOS user base, coupled with Apple’s evolving privacy regulations, made it difficult for NRISE to measure and optimize their iOS marketing efforts.
• The company needed to find a reliable way to evaluate cost efficiency and ensure data reliability amid increasing privacy constraints.
• NRISE adopted AppsFlyer’s Single Source of Truth (SSOT) to gain clarity in their data, build predictive user models, and make informed decisions, enabling them to continue scaling their marketing strategies effectively.
  

Background

NRISE, Inc. is all about connecting people through innovative services. Their flagship app, WIPPY, has grown to over 8 million users since its launch and continues to lead the App Store’s social category. WIPPY’s success is driven by its ability to bring people together in meaningful ways. Beyond WIPPY, NRISE also runs QUAT, a platform for making connections through exercise, and a separate commerce business, showcasing their commitment to enhancing how people connect.

Challenge

As WIPPY’s user base grew, NRISE noticed a significant increase in iOS users, making it critical to fine-tune their iOS marketing strategy. However, Apple’s privacy changes introduced new complexities. Traditional methods of data collection and analysis were no longer cutting it.

“We realized we needed a solution to evaluate cost efficiency and ensure data reliability,” says Junghoon Lee, Marketing Team Leader at NRISE. The team needed a way to continue scaling while adapting to the new privacy norms.

Solution

NRISE turned to AppsFlyer’s Single Source of Truth (SSOT) to tackle these challenges head-on. “SSOT became a light in the dark tunnel for us,” Junghoon explains. “The platform gave us the clarity we needed to navigate the evolving privacy landscape while still hitting our marketing goals.”

SSOT’s accurate, real-time data and insights were game-changers, allowing NRISE to make informed decisions with confidence. This new level of data granularity empowered the team to optimize their campaigns more effectively, ensuring their strategies were both impactful and compliant.

Junghoon adds, “SSOT helped us build a predictive user model that became essential, especially when we were unsure about how to proceed with iOS marketing. It also allowed us to combine various data points to make critical decisions during privacy protection changes.”

Results

The shift to SSOT delivered impressive results for NRISE:

• More installs: With SSOT, NRISE saw a 19% increase in total installs compared to their previous setup. Specifically, TikTok installs increased by 24%, and Moloco installs increased by 8% compared to SKAN or Classic attribution.
• Improved eCPI: The effective cost per install (eCPI) saw a significant reduction. Overall, SSOT led to a 17% decrease in eCPI compared to SKAN, with TikTok achieving a 19% reduction.
• Increased accuracy: SSOT dramatically improved the reliability of WIPPY’s performance metrics, giving the team a crystal-clear view of their campaign effectiveness.

By focusing on revenue and overall volume as key performance indicators, NRISE has been able to leverage detailed event metrics to drive success.

“AppsFlyer’s detailed data insights have significantly improved our marketing optimization and decision-making processes,” says Junghoon.

This level of insight not only enhanced NRISE’s marketing efforts but also positioned the company for continued growth, even as the industry evolves.

Looking ahead, NRISE plans to keep pushing forward with SSOT at the core of their marketing strategy, ready to seize new opportunities and navigate future challenges with confidence.

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