Mobile App · Transit移动 App · 出行 · 2025
CIVIC
Drove 480k app installs for a city transit app at a 47% lower cost-per-install than its previous agency.为一个城市出行 App 带来 48 万次安装，单次安装成本比上一家代理低 47%。
The challenge挑战
Installs were expensive and, worse, low-quality — most users never completed their first ride. The prior agency optimized for installs, not activated users.安装成本高，更糟的是质量低——多数用户从未完成首次乘车。上一家代理优化的是安装数，而不是激活用户。
What we did我们做了什么
- 01
Re-pointed the entire account at a post-install activation event using SKAN and server-side events.借助 SKAN 与服务端事件，把整个账户的优化目标改为"安装后激活"事件。
- 02
Produced motion creative showing the first-ride experience in under six seconds.产出动态素材，用不到六秒讲清"首次乘车"体验。
- 03
Built a measurement dashboard blending MMP data with platform reporting for one source of truth.搭建度量看板，把 MMP 数据与平台报表融合为唯一真相来源。