App install ads returned a 5:1 ROAS. Customers who installed the app visited 71% more often, and monthly spend rose from $22 to $38.
The challenge
The chain was launching mobile order ahead and needed loyalty app sign-ups from people who would actually use it.
The first gap was sign-ups for a launch. The goal was loyalty app sign-ups for the mobile order ahead launch.
A second challenge was the best prospects were invisible. Frequent coffee drinkers who were not yet in the chain's data could not be reached by the brand.
The solution
Build a behavioral audience: finding frequent coffee drinkers by where they go. Adentro (formerly Zenreach) built an audience of people who had visited a coffee shop more than 4 times in the last 90 days. The audience came from Adentro's network, so it reached people otherwise invisible to the brand.
Activate paid audiences: app install ads to that audience. Adentro served app install ads to these frequent visitors to drive loyalty sign-ups.
Foot Traffic Analytics: tracking what installers did next. Adentro measured visit frequency for each customer who installed the app. It compared visits and spend before and after install.
Why the combination mattered
Affinity Network identified frequent coffee-shop visitors outside the brand's existing file; paid app-install ads reached them; and Foot Traffic Analytics tracked before-and-after visits. That observational comparison does not on its own establish that installation caused higher spend.
The results
- 5:1 ROAS: revenue from installers was 5x the cost to acquire them
- 71% increase in visits post-install
- $22 to $38 average monthly spend per installer