The client’s mobile apps were underperforming in the App Store despite strong brand equity. Growth had plateaued, and acquisition costs were climbing. Key performance metrics like ARPU and LTV:CAC were declining, and early signs of fraudulent installs were distorting their analytics.
Key Insights & Pain Points Identified
ASO and SEO strategies were fragmented and under-optimized across platforms.
Paid acquisition campaigns were inflating downloads, but many installs were non-legitimate or poorly engaged.
Lack of unified visibility into LTV and CAC across acquisition sources.
App store listing performance wasn’t aligned with search behavior and intent signals.
Tidy Tables implemented a unified App Store Optimization (ASO) and SEO strategy tailored to platform-specific dynamics.
We built a clean measurement framework that filtered out fraudulent or low-value installs and improved attribution visibility.
Ongoing optimization sprints targeted higher-quality user acquisition and clearer LTV:CAC ratio tracking across channels.
Results & Impact:
