Canonical: https://www.strataigize.com/case-studies/pet-health-app-cut-costs/ Description: Switching to in-app-registration optimization and global targeting cut a pet app's cost per result 80%, at 830+ registrations and $1.47 each. Published: 2025-11-25T00:00:00.000Z Modified: 2026-08-30T00:00:00.000Z [← Case Studies](https://www.strataigize.com/case-studies/) Pet Health App # How a Pet App Reduced Costs & Gained High-Intent Users Switching to in-app-registration optimization and global targeting cut a pet app's cost per result 80%, at 830+ registrations and $1.47 each. [Get results like these →](https://www.strataigize.com/audit/) 830+ In-app registrations \-80% Cost per result $1.47 Cost per registration By [**Ian McGavin**](https://www.strataigize.com/about/team/ian/), Co-Founder & CMO · Published November 25, 2025 · Updated August 30, 2026 ## English-Only Targeting Was Making Every User Expensive The client wanted ads running only in English-speaking countries, on the theory that narrower targeting buys better users. It brought in steady installs. It also cost more per user than we would normally expect for a subscription app. Because we were still optimizing for installs, Meta had limited signals to find people who would actually engage, and without in-app event tracking, we couldn’t guide the algorithm toward more valuable actions. Creative testing was also still in early stages. As their trusted [Meta Ads agency](https://www.strataigize.com/services/paid-advertising/meta-ads/), we moved forward with the client’s initial approach and monitored everything closely, gathering enough data to make informed, collaborative decisions about future optimization. Optimize_→_Expand_→_Refine ## We Changed What We Asked Meta to Optimize For Once the early data confirmed what the narrow targeting was costing, we rebuilt the account into a structure that could scale. Our [Meta app-growth overview](https://www.strataigize.com/partnerships/meta/) explains how creative testing and event measurement fit together in that work. ### 1\. Switched optimization to in-app registration We moved the optimization target from installs to in-app registration, a far stronger signal of user value. This gave Meta higher-quality conversion data and improved downstream performance. Ask a platform for the cheapest install and it will find you exactly that: the cheapest install, from whoever is easiest to reach. After achieving exceptional registration volume at an efficient cost, we advanced optimization toward trial starts. Despite Black Friday season driving up auction prices, trial-start performance stayed strong and cost-efficient, signaling high user intent and healthy scaling potential. ### 2\. Expanded targeting to worldwide We broadened reach to global targeting, giving the algorithm the widest possible auction to work in. Narrow geography feels like quality control. In practice it raises what you pay for every result, because there are fewer people in the auction and you are bidding against everyone else who wants the same ones. ### 3\. Introduced new creative concepts We deployed a batch of new creatives, including user-generated content (UGC) style videos, research-based creatives, metaphoric ad copy, and simple, high-contrast mobile-native designs. By optimizing for in-app registrations, improving [paid ads](https://www.strataigize.com/services/paid-advertising/), and strengthening the signals Meta needed, our [user acquisition](https://www.strataigize.com/services/mobile-app-marketing/user-acquisition/) worked far more efficiently and delivered users genuinely interested in the app. ## 838 Registrations at $1.47 Each After restructuring the campaigns, performance improved dramatically. - **838 in-app registrations** at just **$1.47 each** - **134 trial starts** - **1,527 installs** for the app-install campaign alone - **Over 2.3M impressions** and **970K+ completed events** Once the new strategy went live, Meta’s delivery quickly stabilized and scaled more efficiently. The campaigns started attracting people who genuinely engaged: completing registrations, starting trials, and using the product. Cost efficiency improved across every stage of the funnel as Meta received better optimization signals. The expanded creative library played a major role too. New formats and styles pushed click-through rate (CTR) up while cost per thousand impressions (CPM) came down, which is the combination that lets you spend more without paying more per user. What started as a campaign chasing install volume became a system built for long-term, subscription-driven growth. > “The difference was night and day. Once the team shifted us to in-app event optimization and expanded our targeting strategy, our costs dropped dramatically and the quality of users improved immediately. We’re finally seeing the kind of results we hoped for.” > > Di M., Pet Health App ## Where to Start If Your Costs Won’t Come Down Two changes did most of the work here. We asked Meta to optimize for an in-app registration, and we let it go and find that registration anywhere in the world. Fresh creative made both land harder. Acquisition costs fell, the people arriving were the ones worth having, and the whole thing stayed collaborative with a client who had good reasons for their original position. That is roughly the order we would try it in on any subscription app. As a leading [app growth agency](https://www.strataigize.com/services/mobile-app-marketing/), Strataigize specializes in helping great products get the visibility they deserve. If your install numbers look healthy and your registration numbers do not, [book a marketing audit](https://www.strataigize.com/audit/) and we’ll show you where the signal is breaking down. Author **Ian McGavin**, Co-founded Strataigize in 2022. Mobile app growth, paywall/ASO optimization, and AI-search visibility. Next step Where is your growth leaking? The Growth Diagnostic benchmarks your funnel in six questions. [Run the diagnostic →](https://www.strataigize.com/tools/growth-diagnostic/) ## More case studies [4000+ Installs in one monthHow We Cut CPI to $1.10 and Drove 4K+ Installs in 30 DaysPet Health App](https://www.strataigize.com/case-studies/4000-app-installs-pet-app/)[200 Trial starts in 10 days, up from 1-2 a dayHow Google Ads Optimization Revived a Stagnant Security AppMobile Security App](https://www.strataigize.com/case-studies/google-ads-optimization-security-app/)[+882% App installs882% More Installs at 64% Lower CPI with Meta AdsPodz Family Organizer App](https://www.strataigize.com/case-studies/more-installs-lower-cpi-meta-ads/) ## Want results like _these?_ Book a free 30-minute consultation. No pitch until you see the value. [Book a growth audit →](https://www.strataigize.com/audit/) [Rated **5.0** on Clutch](https://clutch.co/profile/strataigize-marketing)