Comfy

01 — The Challenge

Comfy needed to scale app installs profitably while improving the quality of acquired users — early campaigns were driving volume but low retention and in-app purchase rates.

02 — Strategy

1. 01

   Shifted optimization from install volume to value-based bidding tied to in-app purchase events.

2. 02

   Built platform-specific creative — short-form TikTok for awareness, Meta Advantage+ App campaigns for conversion.

3. 03

   Implemented event-level tracking via the Conversions API to feed cleaner signal to the algorithms.

03 — Execution

1. 01

   Migrated campaigns to value-based optimization once enough purchase events were flowing through CAPI.

2. 02

   Ran always-on TikTok awareness campaigns feeding a Meta retargeting pool for app re-engagement.

3. 03

   Used Google App campaigns for Performance Max-driven installs across Search, YouTube and Discover.

05 — Lessons & Future Scaling

Optimizing toward purchase value instead of raw installs transformed acquisition quality — fewer, better users outperformed cheap volume.