Simple: Intermittent Fasting, known as Simple, is a subscription-based intermittent fasting app for weight loss and healthy living and is ranked #30 in Health & Fitness on iOS.
Read how Ivan Semin, VP Marketing at Simple App, activated ironSource’s ROAS optimizer to increase ROAS 185% and IPM 3x.
Looking to drive growth as a subscription app
“Our goal at Simple is to become the number one nutrition app in the world. To do that, we knew we needed a tool that would help us scale our installs and find users who would stick around for the long term.
The team at ironSource put in a lot of work to understand our needs at Simple and would always advise us on new opportunities to scale up. In comparison to other types of apps, subscription apps have unique LTVs - which is why we usually optimize our user acquisition campaigns towards CPA. However, looking for a way to help us improve our campaign performance, the ironSource team recommended we try optimizing towards ROAS instead, using their ROAS optimizer.
Increasing scale while maintaining quality traffic with the ROAS optimizer
At this point, we were willing to see what would happen taking a different approach to measuring growth, so our team at Simple activated the ironSource ROAS optimizer. ironSource explained that this tool would help us scale installs with quality traffic all while automating the bidding process - taking away the all-too time-consuming task of manually updating bids. This was critical for me.
ironSource worked diligently with me to get the best results out of the tool. First, we worked together to set the optimal ROAS goal as well as upload the creatives we thought would drive the best results. Then when my first campaign ran with the ROAS optimizer, ironSource carefully monitored the performance trends, making sure we had the right balance between quality and scale. Seeing strong success, we started to go all in on the optimizer.
Improving our D7 ROAS 185%
Soon, we saw that within just a month of activating the ROAS optimizer, we improved Simple’s D7 ROAS by 185%. In addition to the increase in ROAS, we also saw a steady climb in installs - bringing us one step closer to our goal of being the number one nutrition app in the world.
ironSource also built an interactive end card for us which, when paired with any of Simple’s video creatives, drove high performance every time. Testing this creative against the static end cards, we found that the interactive end cards improved our IPM by 3x.
"By switching to ROAS and activating the ironSource ROAS optimizer, we were really able to scale up our campaigns, acquire quality users, and save time on the more manual parts of user acquisition."
- Ivan Semin, VP Marketing at Simple App
Running marketing for a subscription app, it was excellent finding success optimizing towards ROAS. By switching to ROAS and activating the ironSource ROAS optimizer, we were really able to scale up our campaigns, acquire quality users, and save time on the more manual parts of user acquisition. It’s been great working with the ironSource team, and we know that together we’ll reach our goal of becoming the number one nutrition app.
