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Habit Tracker is a productivity app designed to help users build consistent routines and improve their well-being. Despite a strong product experience, the team struggled with high acquisition costs and low early retention. SBC Performance was brought in to revamp the media strategy across TikTok, Meta, and Apple Search Ads with a focus on user quality, creative experimentation, and measurable growth.
PRODUCT
PLATFORMS
INDUSTRY
SERVICE TYPE
challenge
The client needed a scalable acquisition setup that could deliver consistent results across platforms, from lowering acquisition costs to improving lead or install quality.
Previous campaigns often lacked targeting depth, used outdated creatives, or weren’t aligned with clear funnel stages and business goals. To solve this, we redefined campaign architecture, focused on value-led messaging, improved creative testing velocity, and built a tracking system tailored to real business metrics — from CAC to ROAS or ARR.
Working Process
Every step of our process is driven by data, built for testing, and optimized for performance.
Free Audit
We review your current campaigns, product visibility, and search gaps to build a stronger structure for growth.
FAST LAUNCH
No delays — we activate your campaigns instantly through our agency-level in-house ad accounts.
Optimization
We manage daily A/B tests, budget pacing, and bid strategy — always focused on your KPIs.
Reporting
We track what really matters: user value over time, not just the first click. Integrated with Firebase, AppsFlyer, or Adjust.
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WHAT WE DID
To help Habit Tracker scale efficiently in a competitive wellness market, we developed and executed a full-funnel performance marketing strategy focused on cost-effective acquisition and long-term retention.
We started with deep research
Our team analyzed behavioral patterns of high-retention users and benchmarked top-performing creative strategies across the productivity and wellness category. These insights shaped both creative direction and targeting logic.
80+ custom creatives across platforms
We produced a high volume of assets tailored for TikTok, Meta, and Apple Search Ads — including playables, motion graphics, and onboarding-focused videos. Each asset was optimized for its platform’s dynamics and audience behavior.
Full-funnel campaigns for acquisition and re-engagement
We structured campaigns to reach cold, warm, and returning users — aligning messaging with funnel stages to improve conversion rates and lifetime value. Cold users saw value-led angles, while re-engagement flows focused on in-app benefits and habit completion.
Apple Search Ads restructuring
We optimized ASA to capture branded and high-intent search terms. The restructured campaigns increased visibility for high-value queries while reducing cost per action.
Advanced audience segmentation
Custom segments were built based on in-app behavior, creative response, and retention cohorts. This enabled better creative-persona matching and higher downstream retention.
Real-time dashboards for smarter decisions
To keep performance visible and actionable, we built client-facing dashboards tracking CPI, D1/D7 retention, and creative breakdowns. These insights supported weekly iteration and fast decision-making.
RESULTS:
✅ CPI decreased by 54% through creative testing and better targeting;
✅ D7 Retention improved by 38% thanks to refined messaging and user flow alignment;
✅ The app was featured on the App Store in the Lifestyle category, increasing organic traffic and credibility;
With a strategic mix of creative experimentation, precise targeting, and platform-specific execution, Habit Tracker not only reduced acquisition costs but also achieved significantly higher retention. The campaign laid a scalable foundation for sustainable growth and proved that performance marketing done right drives both short-term gains and long-term brand value.
Case Studies
See how strategic media buying and creative execution helped our clients overcome challenges and unlock measurable growth.
EdTech AI Tutor
Launched a multi-platform user acquisition strategy for an AI-powered learning app, driving 100K installs in 6 weeks with a $0.88 CPI and Top 10 rankings in 4 countries as our final result.
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Fintech App
Scaled a personal finance app across US, UK, and Canada with cross-platform campaigns, reducing CPI from $7 to $2.71 and generating 250K installs in 3 months.
Let’s work together
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