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Case Study
Easypaisa
- Client Envato market
- Date April 2022
- Author Paul Trueman
Challenge
When Easypaisa, Pakistan’s leading digital payments app, wanted to grow its user base, it wasn’t just about getting more installs, it was about getting the right installs efficiently.
With app marketing becoming increasingly competitive, the goal was to optimize cost per install (CPI) while maintaining strong engagement and quality users. The brand wanted to move beyond just running ads and instead build a smarter, data-backed app growth strategy.
Strategy
We partnered with Easypaisa on a “Test & Learn” campaign designed to reimagine how app installs are acquired and optimized.
By integrating DV360 and Appsflyer, we set up a robust system to track installs, user behavior, and post-install actions in real time. This allowed us to refine targeting, adjust bids, and optimize performance continuously.
How We Did It
- Focused on audience precision, filtering out low-intent users and prioritizing quality installs.
- Implemented real-time data optimization, adjusting based on first-open and engagement events.
- Shortened the lookback window from 90 days to 7 days to capture fresher behavioral insights.
- Expanded campaigns to over 40 new digital exchanges, increasing visibility and install opportunities.
- Introduced post-install optimization focusing on actions like PIN creation and app activity, not just installs.
This wasn’t just a campaign it was a deep dive into what truly drives performance for app-based brands.
Results
The campaign delivered outstanding improvements across every key performance metric transforming Easypaisa’s app marketing from volume-based to value-driven.
CPI dropped by 88%
11.5K+ additional monthly installs
7% increase in account creation ratio yielding over 1,250 bank accounts opened
By leveraging smart data integration and continuous optimization, we redefined Easypaisa’s user acquisition strategy reaching the right users, faster and more efficiently than ever before.
This project demonstrated how insight, innovation, and disciplined execution can turn data into measurable business growth the kind of result that defines a true performance marketing partner.
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