Case Study: TrueView achieves 62% more app installs and lower CPI with Marin Software

TrueView Dating Matches with Michael Merredy & Marin Social to Drive 62% More App Installs

TrueView is an East London start-up that launched a location- and interest-based dating app in 2012. Facing the challenge of acquiring quality mobile users at a low cost per install (CPI), TrueView partnered with marketing consultant Michael Merredy to find the right channels and tools to scale efficient user acquisition.

Using Instagram ads managed through Marin Social’s bulk creator, custom bid and budget rules, and continuous ad-level optimization, the team rapidly tested and scaled segmented campaigns. The approach drove a £1 average CPI, delivered 44% lower CPI on iOS and 35% lower CPI on Android versus other channels, and produced 62% more app installs than the next-best channel — prompting plans to increase Instagram spend by 400%.

TrueView

Michael Merredy

Director