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App-install growth for a discount-code app on TikTok and Snapchat
$492.8K of TikTok spend returned 1.52M SKAN-attributed app conversions at $0.32 each, plus $76.4K on Snapchat at $0.06 per click.
The brief
Ekhsemli is a mobile app for discount codes. The objective in the portfolio is app installs, run on two platforms: TikTok for the bulk of spend and Snapchat as the second channel.
On TikTok, results are read as SKAN conversions (Apple's privacy-preserving attribution), which is how iOS app-promotion campaigns report in Ads Manager.
TikTok cost per SKAN conversion by campaign
Lower is better. Dashed line: account average ($0.32). The best bar is gold.
How the account was structured
- Separate campaigns for testing, scaling and always-on app promotion, named as such in the account (Test, Winner + New, Scaling).
- Supporting campaigns for traffic, reach and video views alongside the install campaigns.
- A creative-specific scaling campaign for a food-order creative (KFC).
- Snapchat split between App Promotion (the bulk of spend) and small Awareness & Engagement campaigns.
Reading the results
- The cheapest SKAN conversions ($0.13 to $0.19) came from test and scaling campaigns spending $2.6K to $10.2K. The single largest campaign ($195.4K) ran at $0.49, above the account average of $0.32.
- On Snapchat, the App Promotion campaign that ran in May took $65.1K of the $76.4K total and generated 1.06M clicks at $0.06 each. Awareness campaigns on the same account ran at $0.24 to $0.34 CPM.
Figures are read from the screenshots shown below. They are account-level or platform-reported numbers, not audited revenue, and enquiry or order quality is not in these exports.
Evidence
Select a screenshot to enlarge it.