Case Study: IMVU achieves 276% more in-app purchases with Liftoff

Liftoff Increases In-App Purchases by 276% for IMVU

IMVU, a 3D avatar-based social experience, needed to acquire new users in the USA who were likely to make in-app purchases on iOS. They partnered with the mobile marketing vendor Liftoff to scale these purchases while maintaining a specific cost-per-acquisition (CPA) target.

Liftoff implemented a solution using its machine learning platform and creative A/B testing. After an initial learning phase, they switched from a cost-per-install (CPI) to a fixed CPA pricing model, which allowed them to optimize for users most likely to make a purchase. This strategy, combined with creative testing that identified high-performing ads, led to a 276% increase in in-app purchases and a 217% increase in average daily ad spend while staying within the target CPA.

IMVU

Lomit Patel

Vice President of Growth