Case Study: Cheetah Mobile increases in-app purchases and lifts ROAS 82% with Facebook mobile app engagement ads

Increasing in-app purchases with Facebook mobile app engagement ads

Cheetah Mobile, a developer of mobile utility and content apps best known for the 3D aquarium clicker game Tap Tap Fish — AbyssRium, wanted to boost in-app purchases by encouraging existing paying gamers to spend more and converting active non-paying players into payers.

They ran mobile app engagement ads with app event optimisation, building segmented Custom Audiences by location, language, device and recent purchase activity and splitting lists into paying and non-paying players to serve tailored creative. By retargeting non-payers, keeping spenders engaged, and optimising for the “Purchase” event, Cheetah Mobile raised average revenue per user and achieved a 56% ROAS increase on Android, 96% on iOS and an 82% overall ROAS lift.

Cheetah Mobile

Yingwen Lin

Head of Gaming