Case Study: The Weather Channel achieves data-driven scale and improved retention with AppsFlyer

Driving Scale and Retention With Data-Driven Performance

The Weather Channel, one of the world’s largest providers of atmospheric data and the most downloaded weather app, faced the challenge of sustaining mobile engagement and revenue through smarter user acquisition and retention strategies. To better understand the interplay between paid media and organic performance, The Weather Channel engaged AppsFlyer for mobile attribution and marketing analytics to identify whether paid campaigns were cannibalizing organic installs.

Using AppsFlyer’s attribution and analytics, the team ran a controlled experiment by pausing select paid campaigns and then restarting them, comparing organic installs and downstream engagement before, during, and after the test. AppsFlyer’s data showed paid media did not harm organic performance: organic installs dipped <0.5% during the two-week pause and then rose 6% afterward, while Daily Active Users fell 8.2% during the pause and recovered with a 7.1% increase after resuming campaigns—enabling The Weather Channel to optimize user acquisition and continue investing in paid channels.

The Weather Channel

Samantha Cohen

Director, Global Media Planning