The brief
Medialicious came to DataWave with a clear, measurable brief: grow installs through programmatic channels while maintaining strict efficiency targets and a strong post-install conversion rate. The business needed to see that acquired users were genuinely engaging - not just installing and churning.
Three metrics defined success: VTA (view-through attribution) efficiency, CTA (click-through attribution) conversion rate, and install-to-sign-up rate. Minimum targets were set for each. DataWave was expected to hit all three simultaneously.
The approach
DataWave ran the campaign on AdWave, our in-house DSP, across programmatic inventory. Using our ML bid engine - which optimizes for post-install signals, not just clicks - we were able to push budget toward users with a higher likelihood of completing the sign-up flow, not just completing the install.
Most DSPs optimize for impressions or clicks. AdWave optimizes for what happens after the install - and that difference showed up in the numbers.
Creative was iterated weekly. Targeting was refined by geo, device, and placement type. Bids were adjusted in real time based on live conversion data from the MMP. The result was a campaign that improved efficiency as it scaled - not the typical pattern where CPA rises as budget grows.
Goals and results
| Metric | Target | Result |
|---|---|---|
| VTA Rate View-through installs / impressions |
1 install per 33K impressions (minimum) | Target met and surpassed |
| CTA Rate Install / click rate |
Minimum 0.1% | Exceeded target |
| Install to Sign Up Post-install conversion |
Minimum 30% | 30%+ achieved |
| Scale resilience Did performance hold as spend grew? |
Maintain KPIs at higher budget | Yes - brand wants to scale further |
Month-over-month growth
The MOM growth chart tells the story clearly. Growth was gradual through Q1, accelerated sharply in June, peaked in July, and then stabilized at a level well above the pre-ramp baseline. This pattern is exactly what a healthy programmatic UA curve looks like: early testing and optimization, followed by confident scaling once the right targeting and creative mix was established.
- Jan-May: gradual buildup while optimizing creative and targeting mix
- June-July: sharp acceleration as the winning formula was locked in and budget scaled
- Aug-Dec: volume stabilized at a sustainably high level, above the pre-scale baseline
Did performance hold as you scaled?
Yes - and that's the metric that matters most. It's easy to show a good CPA on a small budget. The harder test is whether efficiency holds when you push more money into the same campaign. For Medialicious, it did. Because of that, the brand is now looking for DataWave to scale even further.
This is the outcome every programmatic UA campaign should aim for: not just hitting the initial KPIs, but proving the model is durable enough to justify increasing the investment.