Lutech
Client Overview
Lutech is a mobile app publisher and developer specializing in utility, radar, and everyday lifestyle applications.
For this campaign, the focus was on scaling user acquisition for Lutech’s hyper-local weather tracking app through NewsBreak. The main objective was to acquire new users, increase in-app purchase revenue, and build a scalable acquisition model around a 100% IAP monetization strategy.
For this campaign, the focus was on scaling user acquisition for Lutech’s hyper-local weather tracking app through NewsBreak. The main objective was to acquire new users, increase in-app purchase revenue, and build a scalable acquisition model around a 100% IAP monetization strategy.
Challenge
Scaling an IAP-based mobile app required balancing acquisition efficiency with downstream purchase value. The key challenges were:
- Maintaining efficient CPI and CPA while increasing acquisition volume
- Growing in-app purchase revenue and ROAS
- Identifying users with a higher propensity to purchase paid subscriptions
- Scaling budgets without disrupting the learning phase
- Resolving initial tracking and creative approval issues
Solution
Point2Web built a structured acquisition strategy on NewsBreak, combining conversion-based bidding, accurate tracking, continuous creative testing, and gradual scaling.
Campaign Setup & Targeting
The campaign targeted US users aged 25–65+, including homeowners, commuters, outdoor enthusiasts, and users interested in real-time weather information and localized alerts.
Optimization focused on two key conversion events:
Tracking & Measurement
Adjust was used as the MMP to track acquisition and purchase performance.
Initially, cost data was not visible in MMP reporting. The issue was resolved by connecting the NewsBreak API Access Token and adjusting reporting settings, providing a more complete view of campaign performance.
Creative Strategy
The campaign combined playable formats with vertical video ads built around recognizable weather scenarios.
Video creatives used real weather footage, voice-over narration, weather-related sound effects, and product visuals to communicate the app’s value quickly. Initial creative rejection issues related to auto-clicking playable ads were also identified and resolved.
Optimization & Scaling
The team minimized campaign changes during the learning phase to avoid disrupting optimization. While 20 conversions served as an initial learning milestone, around 60 conversions were used as the preferred benchmark for evaluating IAP campaign performance.
Once performance stabilized, budgets were increased gradually by approximately 20% per day, allowing campaigns to scale while preserving existing learning.
Campaign Setup & Targeting
The campaign targeted US users aged 25–65+, including homeowners, commuters, outdoor enthusiasts, and users interested in real-time weather information and localized alerts.
Optimization focused on two key conversion events:
- App Install
- App Purchase
Tracking & Measurement
Adjust was used as the MMP to track acquisition and purchase performance.
Initially, cost data was not visible in MMP reporting. The issue was resolved by connecting the NewsBreak API Access Token and adjusting reporting settings, providing a more complete view of campaign performance.
Creative Strategy
The campaign combined playable formats with vertical video ads built around recognizable weather scenarios.
Video creatives used real weather footage, voice-over narration, weather-related sound effects, and product visuals to communicate the app’s value quickly. Initial creative rejection issues related to auto-clicking playable ads were also identified and resolved.
Optimization & Scaling
The team minimized campaign changes during the learning phase to avoid disrupting optimization. While 20 conversions served as an initial learning milestone, around 60 conversions were used as the preferred benchmark for evaluating IAP campaign performance.
Once performance stabilized, budgets were increased gradually by approximately 20% per day, allowing campaigns to scale while preserving existing learning.
Results
After four months, the campaign showed significant improvements across acquisition and monetization:
D1 ROAS: 120%
CPC: decreased by ~70%, from $1.25 to $0.36
CTR: increased from 1.33% to 2.31%
CPA: improved from $36 to $34
Daily conversions: increased 4.5× compared with the initial testing phase
User retention: ~20% higher than on other platforms
The campaign also attracted users with a strong propensity to purchase the yearly subscription package, contributing to faster payback and stronger advertising efficiency.
Performance Impact
NewsBreak became a meaningful incremental acquisition channel within Lutech’s media mix.
Despite Google operating at approximately 3× NewsBreak’s spend, NewsBreak delivered comparable CPC, approximately 3× higher CTR, and stronger user retention. Combined with 120% D1 ROAS, these results demonstrated the channel’s ability to drive both acquisition volume and high-value users.
Key Insights
The next stage will focus on expanding creative and audience testing while scaling proven campaign structures:
Performance Impact
NewsBreak became a meaningful incremental acquisition channel within Lutech’s media mix.
Despite Google operating at approximately 3× NewsBreak’s spend, NewsBreak delivered comparable CPC, approximately 3× higher CTR, and stronger user retention. Combined with 120% D1 ROAS, these results demonstrated the channel’s ability to drive both acquisition volume and high-value users.
Key Insights
- Protecting the learning phase is essential for stable IAP campaign optimization
- CPA and ROAS campaigns can complement each other across acquisition and monetization goals
- Gradual budget increases help scale performance without disrupting campaign learning
- Optimizing toward purchase behavior helps attract higher-value users rather than focusing on installs alone
The next stage will focus on expanding creative and audience testing while scaling proven campaign structures:
- Test new UGC-style ad angles and seasonal video creatives
- Build suppression lists for existing app installers
- Introduce Lookalike Audiences based on high-engagement users and trial converters
- Continue scaling tCPA and D1 Target ROAS campaigns
- Test D7 Target ROAS and an additional lower-bid tCPA campaign
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