Powered App Growth with In-App Targeting & Measurement

Driving app usage was a core priority but our client lacked the ability to target and measure app users within programmatic platforms. I led the technical enablement of in-app tracking and audience segmentation, unlocking new media capabilities that drove a 30% lift in mobile engagement and a 12% increase in app sales.

S – Situation

A global QSR brand prioritized app usage as a growth driver, but lacked the infrastructure to target and measure app users within programmatic platforms like DV360 and The Trade Desk. This limited both media efficiency and the ability to optimize for app-specific performance metrics.

T – Task

My objective was to lead the technical enablement required to support in-app targeting and measurement, unlocking new capabilities to drive mobile engagement and app sales at scale.

A – Action

I partnered with analytics and engineering teams to:

Implement SDK-based in-app tracking for event-level measurement
Integrate app data feeds into DSPs to enable user segmentation and targeting
Build audience frameworks based on app activity, lapsed users, and key behaviors
Train internal teams on activation best practices and new performance KPIs

R – Result

The initiative drove a 30% lift in mobile engagement and a 12% increase in app sales, creating a scalable foundation for future app-focused campaigns.

T – Takeaway

App growth doesn’t start with media, it starts with measurement. By enabling programmatic platforms to recognize and act on app-level behaviors, we transformed a blind spot into a high-performance channel.