How Abide Cut Cost Per Subscription 75% Despite iOS 14 Attribution Loss

Moburst and Abide proved that, through collaboration, a comprehensive strategy, and a series of innovative approaches, the attribution issues caused by iOS 14 can be overcome – with amazing results

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We helped Abide increase their ROI while decreasing the cost per subscription by over 75%!

Objective

There are always ups and downs in user acquisition campaigns. However, when a downtrend sticks around for a while and shows no signs of improvement, it can pose a threat to the app's existence. For Abide - a Christian app focused on meditation, sleep help, and Bible stories to strengthen users' relationship with Christ - a performance downtrend was beginning to cause major concern. Abide contacted Moburst to execute a media campaign with the goal of increasing subscriptions at a high ROI and reducing the cost per subscription by 70% to achieve a positive ROI for the client.

Tactics

Upon reviewing Abide's campaigns, Moburst identified an opportunity to improve UA content through user-generated content. The media team initially launched a broad campaign across multiple platforms but eventually narrowed their focus to Google and Apple Search Ads. Moburst faced attribution issues from iOS 14, which hampered the ability to track long-tail conversion performance. After investigating the matter using AppsFlyer, we found that conversions increased on average by 300% over a period of five weeks. After a collaborative examination of the app flow and manual optimization of the campaigns, Abide updated their iOS app to allow a custom ATT prompt and changed the order in the app to create a lower-level funnel that could gather more data.

Delivery and results

Moburst's strategy led to remarkable improvements in both paid and organic ROI. With the help of our team's detailed analysis, optimizations, app audit, and creative efforts, we significantly enhanced the campaign in a span of several months, resulting in increased ROI across all areas. We observed a 388% uplift in paid media, a total uplift of 832% uplift in organic and paid, a 755% uplift in Apple Search Ads, and 1,361% in Google - while also reducing the overall cost per subscription by more than 75%. Through collaboration, innovation, and a strategic approach towards paid media, creative, influencers, and app audit, Moburst successfully delivered incredible outcomes for Abide.