MENA Personal Finance App

The Challenge: Scaling Downloads Without Sacrificing Retention

This personal finance app had something most apps struggle to build: genuine user retention. People who downloaded it actually used it. But growth was slow. The risk in scaling app downloads is attracting low-quality installs — users who download and immediately churn. The goal was to scale without breaking what was already working.

Strategy: Attract Users Who Look Like Your Best Users

• Retention-profile targeting: Used existing high-retention user data to build lookalike audiences on Meta and Google, ensuring new users matched the behavioural profile of users who stuck around
• Multi-format creative testing: Animations, video walkthroughs, and static creatives tested across Facebook, Instagram, and Google to find what drove highest-quality installs
• Platform-specific creative: Different creative approaches for each platform, respecting the native content formats and user mindsets of each
• Engagement retargeting: Re-engaging users who installed but hadn't completed onboarding, reducing drop-off in the early activation funnel

The Results