How Sensor Tower Impacted Promova (formerly Words Booster)’s Rapid Global Growth

Challenge

Promova, a mobile language learning app serving non-native English speakers around the world, found it needed to revamp its user acquisition strategy. The team was unsatisfied with the effectiveness of its paid ads, and needed a deeper understanding of which creatives would allow them to stand out on Facebook, its most successful channel. The deprecation of data from Apple’s Identifier for Advertisers (IDFA) provided another stumbling block, interfering with their ability to find the right audience targets for their campaign.

The company’s end goal was to stand out alongside more established competitors in the Educational category, and ultimately convert curious customers into long-term subscribers. With this in mind, the Promova's team leveraged Sensor Tower metrics within App Performance Insights and App Advertising Insights to conduct a holistic analysis of the ways competitors were attracting and keeping language learners.

Solution

First, the team set out to identify relevant competitors that had experienced recent rapid growth. With this list in hand, they utilized the Top Creatives report to understand exactly which trends were driving this growth. Their analysis revealed that a rise in localized ads seemed to correlate with higher user acquisition. The team then confirmed the countries in which Promova was already gaining traction, and proceeded to launch a new campaign of 8 localized Facebook ads, targeting users in their native language to learn English. Furthermore, the team leaned on creative insights gleaned from the Sensor Tower platform to inform a new series of courses, focusing on data-backed themes that seemed likely to drive results. Promova then combined the two initiatives, running localized ads for their refreshed courses — and began seeing impressive results.

Result

With the release and promotion of its new courses, Promova jumped into the Top 10 on the App Store and the Top 20 on Google Play for Free Education Apps. New creative concepts raised projected payment rates by 10 percent, and localized audiences now make up 25 percent of subscriber revenue.

The interest has followed through to conversion as well: one new course, Business English, has experienced double the subscriber conversion rates of other courses, while others have also seen small lifts. Overall, the team continues to rely on Sensor Tower for strategic advertising insights, and is excited to embark on a new era that places mobile edutainment at the forefront of their user experience.