We optimized for installs for six months. Our CPI looked great—$1.80 in a category averaging $3.50. Then we finally looked at revenue, and my heart sank. We'd acquired 200,000 users. Total revenue from them: $4,200.
The algorithms had found us exactly what we asked for: people who would install the app. Not people who would open it. Not people who would pay. Just installers.
The day we switched to optimizing for post-install events, everything changed. CPI went up. But so did revenue—by 11x.
Understanding Post-Install Events
Post-install events track what users do after downloading your app. These events feed data to attribution platforms and ad networks, enabling optimization beyond the install.
Event Types
- Standard events: Registration, purchase, level complete
- Custom events: App-specific actions you define
- Revenue events: Purchases with value attached
🎯 Event Impact
Campaigns optimized to post-install events typically see 20-40% better ROAS than install-optimized campaigns, because platforms find users more likely to convert.
Choosing Optimization Events
Selection Criteria
- Volume: Minimum 50/day for platform learning
- Timing: Within 24-48 hours of install
- Predictive: Correlates with downstream value
- Actionable: User-initiated, not passive
Event Hierarchy
- Revenue event (purchase, subscription)
- High-intent action (add to cart, start trial)
- Engagement event (complete level, view content)
- Activation event (registration, tutorial)
Event Implementation
MMP Integration
- Define events in your MMP dashboard
- Implement SDK tracking in app
- Map events to ad network requirements
- Test event firing before launch
"A single misconfigured event can waste thousands in ad spend by optimizing to the wrong signal. Always QA your event implementation."
Data Quality
- Include relevant event parameters
- Attach revenue values accurately
- Use consistent event naming
- Monitor for implementation issues
Funnel Analysis
Key Metrics
- Install-to-event rate: % completing each event
- Time-to-event: How quickly users convert
- Event-to-revenue: Downstream monetization
- Drop-off points: Where users abandon
Optimization Actions
- Identify and fix funnel friction
- A/B test onboarding flows
- Personalize based on source
- Re-engage at drop-off points
Optimize for Real Results
ClicksFlyer supports post-install event optimization to help you acquire users who convert.
Learn MorePlatform-Specific Tips
- Meta: Use App Event Optimization (AEO)
- Google: Set up tCPA with conversion events
- TikTok: Complete Events integration
- Apple: Leverage SKAN conversion values
Post-install optimization is essential for profitable user acquisition. Invest time in proper event setup, and you'll give algorithms the data they need to find your most valuable users.