Case Study: Skoove achieves a 40% increase in in‑app purchases with Facebook split tests and multi‑country lookalike audiences

Split tests and Facebook multi-country lookalike audiences drive app downloads and sales

Skoove is a piano-learning app that combines professional musical training with accessible technology. The company’s challenge was to increase app downloads and convert users to paid premium subscriptions, so it needed a more efficient way to find and drive high-value customers.

Working with its Facebook account manager, Skoove ran split tests to identify the best app event to optimize for (installs, registrations, or purchases) and then used multi‑country lookalike audiences to scale globally. The campaign optimized for purchases and delivered a 40% increase in in‑app purchases and a 50% reduction in cost per purchase action.

Skoove

Tommaso Scazzocchio

Marketing Manager