MarketingAnalyticsTechnology & SaaS
Scaling an accounting app to 2.2 million new users at a falling install cost
Digital bookkeeping for Bangladesh’s small businesses, competing for installs against far larger consumer apps.
Client
TallyKhata
Year
2021
Headline result
2.2M new users, −30% CPI
The brief
Grow installs fast enough to establish category leadership among small-business owners, while acquisition costs across the app market were climbing.
What we did
Push scale and efficiency at the same time through Google Ads app campaigns, using install quality signals rather than raw install volume to steer the buy.
- Google Ads app install campaigns at national scale
- Creative iteration against install-to-activation, not install alone
- Continuous cost-per-install optimisation as volume grew
The results
- 2.2M — new users
- −30% — cost per install
What we took from it
Install volume and install cost usually move against each other. They only move together when the campaign is optimising on what happens after the install.
Delivered by a member of Northlane’s founding team.
Next case
Rebuilding funnel, pricing and acquisition for a global SaaS product
Full-funnel growth across Bangladesh and international markets for a subscription security product.
Marketing
Analytics
3× revenue