Rayline — Halving retargeting CPA for a mobile commerce app

Challenge

Rayline's mobile app was the primary retention surface — 70% of repeat orders happened in-app — but paid acquisition had eroded since iOS SKAN changes broke their conversion-attribution stack.

Purchase CPA sat at $14 against a $9 target. Their growth team had cut spend three times trying to protect the payback window, and each cut deepened the install drop. They needed a rebuild, not another optimisation pass.

Approach

• Meta Advantage+ App Campaigns wired to the server-side CAPI
• ASO refresh with in-store A/B tests on icon + first screenshot (CVR +38%)
• Creative pipeline refreshed weekly; winners scaled at 2× daily budget
• SKAN conversion-value schema rebuilt around purchase-value tiers instead of generic event counts
• Retargeting layer split: app-installers vs add-to-cart abandoners vs repeat-buyer reactivation
• Lookalike audiences refreshed weekly off the rolling 30-day high-value cohort

What we shipped

• A new SKAN conversion schema with 6 purchase-value tiers, deployed via the CAPI gateway
• 32 ASO assets tested in-store across 3 markets (US, UK, DE) over 90 days
• 24 weekly Meta creative iterations — every winner had a clear hook, format, and offer signature documented for reuse
• A retention-loop dashboard showing CPA, CVR, and D30 ROAS in one screen for the leadership team

Results

Purchase CPA halved to $6.80, ahead of the $9 target.

Store CVR lifted 38% on the App Store and 32% on Google Play after the icon + first-screenshot A/B test concluded.

D30 ROAS recovered to 2.4× within the first cycle, then stabilised at 2.6× by month three. Rayline's leadership now has a single dashboard tied to live MMP data — no more PDF report cycles.