Case Study: ALTBalaji achieves 24% higher install efficiency and 6% lower campaign costs with AppsFlyer

ALTBalaji improves installs efficiency by 24% while cutting campaign costs by 6% following AppsFlyer migration

ALTBalaji, the India-based OTT streaming service, faced rapidly rising scale and complexity in its marketing as subscribers and revenue grew. The team needed a trusted, user-friendly mobile measurement partner (MMP) that could capture and attribute data from all sources, provide raw data access and LTV/retention insights, and help combat ad fraud — prompting a migration back to AppsFlyer.

AppsFlyer implemented its MMP platform and SDK with staged rollout support (10% → 30% → 50% → 100%), 1:1 customer success support, and access to raw data, LTV and retention reports. Following the migration to AppsFlyer, installs efficiency rose 24% month-over-month in the first full month and app campaign costs fell 6% month-over-month in the first two full months, while time savings allowed ALTBalaji to focus on growth initiatives.

ALTBalaji

Divya Dixit

Senior Vice President Revenue & Marketing