Hysab Kytab

The Challenge

This personal finance app had something most apps struggle to build: genuine user retention. People who downloaded it actually used it. But growth was slow. The risk in scaling app downloads is attracting low-quality installs — users who download and immediately churn. The goal was to scale without breaking what was already working.

Our Approach

### Strategy: Attract Users Who Look Like Your Best Users

**Retention-profile targeting**

Used existing high-retention user data to build lookalike audiences on Meta and Google, ensuring new users matched the behavioural profile of users who stuck around.

**Multi-format creative testing**

Animations, video walkthroughs, and static creatives tested across Facebook, Instagram, and Google to find what drove highest-quality installs in Pakistan.

**Platform-specific creative**

Different creative approaches for each platform, respecting the native content formats and user mindsets of each.

**Engagement retargeting**

Re-engaging users who installed but hadn't completed onboarding, reducing drop-off in the early activation funnel.

Results

| Metric | Value |

|--------|-------|

| Total Downloads | 500,000+ |

| User Retention | High |

| Platforms Active | 3 |

> 500,000+ downloads while maintaining a high retention ratio — proving that volume and quality are not mutually exclusive in mobile app marketing.