Overview: In mobile growth, installs are just the starting point. At Kikoru.io, we track and optimize the entire app journey from install to revenue-driving events like sign-ups, deposits, and purchases. That’s how we scale profitably.

Why Most App Campaigns Stop Too Early

• CPI is a vanity metric without context

• Without MMPs or Firebase, you miss downstream actions

• Optimizing for installs can lead to unqualified users

Our Post-Install Optimization Process

We build and optimize around meaningful in-app events:

1. Install Tracking (via MMPs)

• Use AppsFlyer, Adjust, or Branch

• Connect to paid channel UTMs

• Assign install to campaign, geo, creative

2. Event Mapping

• Examples: sign up, KYC, deposit, purchase, tutorial complete

• Events tracked with Firebase or MMP SDK

• Events grouped into stages: activation, engagement, monetization

3. Performance-Based Optimization

• Campaigns optimized to registration, deposit, or LTV — not just installs

• Use value-based lookalikes for high-quality users

• ROAS dashboard reflects actual business goals

4. Reporting & Feedback Loop

• Weekly cohort reports by channel

• Drop-off analysis and creative match

• Revenue contribution per campaign shared monthly

Why This Works

• You pay for users who bring value, not just volume

• Aligns UA team with product and monetization goals

• Creates clearer CAC → LTV forecasts for scaling