Increasing long-term subscriber value by optimising ad campaigns on Facebook and Instagram
Cracking the code
Codeway was founded in Istanbul, Turkey, in 2020 with the goal of turning strong ideas into popular mobile applications. Today, Codeway is among the top subscription app publishers worldwide, with multiple vertical-leading apps.
By optimising our campaign for the predicted lifetime value event, we were able to attract higher-value users, provide better signals to Meta’s algorithm, and increase our return on ad spend. We will pursue this strategy for future campaigns.
Marketing Team Lead
Increasing subscription sales
Codeway wanted to increase the number of paid subscriptions to its software solutions, and to boost long-term return on ad spend.
Predicting lifetime value
Codeway wanted to attract new subscribers who were likely to become long-term customers for its mobile software-as-service offering. To predict the long-term value of new customers, Codeway worked with Churney, a solutions provider that specialises in detailed predicted lifetime value models.
Using Churney’s model, Codeway created a custom ad optimisation event to indicate the acquisition of a highly profitable customer based on a predicted lifetime value model. In this way, it could increase the number of highly valuable users from its Facebook and Instagram ads. This new strategy was tested against Codeway’s previous customer acquisition campaigns (which used standard ad optimisation) using a conversion lift test. The two campaigns both used video ads, which reached out to broad audiences in the US.
Custom-made customers
Codeway’s custom event optimisation campaign help it attract customers for the long term. Between August 22–September 14, 2022, the campaign achieved:
32% more incremental subscriptions, compared to usual strategy
19% decrease in cost per incremental high-value customer acquisition, compared to usual strategy
20% higher predicted lifetime value of newly acquired customers, compared to usual strategy
