GoTo: +18% in installs & -52% in CPI with Custom Product Pages [UA Case Study]

One of the last news in Meta Ads is the incorporation of the Custom Product Pages (CPP) in the apps promotional ads in iOS 15. From PICKASO, we’ve been working on it to be able to make the most out of this new feature. In this case study about GoTo, a shared mobility app, you will discover the tests we proceeded to and the results we got for ads we’ve been working on with Custom Product Pages.

UA Case Study with GoTo

The app: GoTo Global

GoTo is a shared mobility app that is available in Spain (Madrid), Israel and Germany. The app offers car sharing and rental services, wether per minutes, hours or days, and counts with a fleet of more than 500 vehicles, among them electric and alternative fuel vehicles.

Context and goal

In May 2022, GoTo got in touch with PICKASO to collaborate on their project with App Store Optimization (ASO) and User Acquisition (UA). They defined an objective global CPA that they wanted to reach, and they told us about the obstacles they were meeting in several channels (Meta Ads was one of them), preventing them to reach their goal. At PICKASO, we take challenges very seriously, so we decided to analyze all the possible improvements in this channel.

Strategy

When we received this project, we started working on Meta Ads to reduce the acquisition costs. We started testing places, audiences and visuals. The results were improving but we still believed we could get better ones. By mid-august 2022, Facebook launched the compatibility with Custom Product Pages to share specific product pages with users in the App Store, and at PICKASO we saw an opportunity to do some tests for GoTo.

First, we worked on Custom Product Pages that were in the same creative line as the published ads to preserve the relevance, and thus improve the relation between the ads the users would see on Facebook / Instagram and the product page on the App Store.

Car rental

• Instagram feed:

• Custom Product Page:

Motorbike rental

• Instagram feed:

• Custom Product Page:

Scooter rental

• Instagram feed:

• Custom Product Page:

GoTo Case Study: Results

We launched a test on Meta Ads in iOS 15 to analyze if the ads that were linked to Custom Product Pages would get better results in terms of downloads and in-app events. After a few weeks, we’ve seen the following results:

iOS campaign with Custom Product Pages

• +18% of installs
• -52% in CPI
• +4% in conversion rate to install

Even if Meta Ads specified that Custom Product Page were only for iOS15, we decided to try it in Android and the results were the following.

Android campaign with Custom Product Page

• +4% of installs
• -3% in CPI
• +2% in conversion rate to install

Conclusions

The Custom Product Pages have become a very importante piece to take into account when contemplating a new creative line. At PICKASO, we design Custom Product Pages for specific campaigns, promotional or seasonal, following the same criteria as the ads. This enables the user to contextualize the full conversion journey, from the ad visualization to when he gets to the product page, both on the App Store and on Google Play.