Solving dual challenges of high acquisition costs and low in-app purchase activity for Myanmar's leading streaming app through data-driven diagnostics and full-funnel optimization.
* The 41x in-app purchase figure is measured against the previous three months, during which no comparable monetization campaign was actively running. The baseline was near zero, making the percentage growth very high. The directional result, significant uplift in paying users, is genuine and validated by the client.
CookieTV was one of Myanmar's leading streaming apps. Two compounding problems: acquisition was expensive and inefficient, and installed users rarely converted to paying subscribers. Both needed solving without increasing overall budget.
End-to-end performance strategy across the full funnel: campaign diagnostics, audience architecture, retargeting design, and deep linking implementation.
On acquisition I ran diagnostics first to identify where budget was being wasted, then restructured targeting to give the platform's algorithms broader surface area to work with. Disciplined reallocation away from underperforming ad sets drove the CPI reduction.
On monetization I segmented the user base by engagement level and built personalized retargeting sequences with creatives matched to viewing behavior. The highest-leverage implementation was deep linking: ad clicks delivered users directly to content relevant to what they'd previously watched, removing friction at the conversion moment.
Cost per install decreased 95%. In-app purchase conversions grew 41x against the prior period baseline. Worth noting: that baseline covered three months with no active monetization campaign running, so the multiple reflects a near-zero starting point. The genuine outcome was a client-validated, meaningful uplift in paying users through a more systematic funnel approach.
Treating acquisition and monetization as one connected problem, not two separate workstreams, is where the real efficiency gain lives. Deep linking was the proof: it made the intent the ad captured actually land at conversion.