App acquisition for BigPay in Malaysia

PHAR managed Facebook and Google Universal App Campaigns (UAC) for BigPay in Malaysia. The team compared install costs across channels, audiences and creative to guide campaign changes and budget allocation.

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40,074

PLATFORM-ATTRIBUTED INSTALLS

21%

Lower cost per install on Facebook than Google UAC

FACEBOOK AND GOOGLE UAC / 22 JANUARY TO 11 MARCH

THE BRIEF / 01

Increasing app installs while managing acquisition costs

BigPay wanted to increase app installs in Malaysia. PHAR compared performance across platforms, operating systems, audiences and creative, using cost per install (CPI) to assess acquisition efficiency.

REPORTING SCOPE / 02

MARKET / MALAYSIA

CHANNELS / FACEBOOK + GOOGLE UAC

OBJECTIVE / APP INSTALLS

PERIOD / 22 JANUARY TO 11 MARCH

These figures cover 22 January to 11 March in the campaign report. The report does not specify the year.

CAMPAIGN MANAGEMENT / 03

How the team adjusted the campaigns

PHAR reviewed install volumes and costs across audience groups and creative formats. The team paused campaigns with rising costs, increased allocation to stronger-performing audiences and consolidated Google UAC campaigns.

Platform and device comparison

The report separated Facebook and Google UAC results and compared Android with iOS to show where acquisition costs differed.

Audience and creative tests

PHAR tested audience groups and creative formats, using campaign-level results to identify which combinations delivered installs efficiently.

Budget allocation

The team allocated more budget to lookalike audiences based on install volumes and lower costs, and paused campaigns with increasing CPI.

Campaign consolidation

Google UAC campaigns were merged as part of the optimisation work. The report recorded a lower CPI after consolidation.

CHANNEL COMPARISON

21%

Lower Facebook cost per install than Google UAC, 22 January to 11 March.

RESULTS / 04

40,074 platform-attributed installs

Facebook and Google UAC reported a combined 40,074 installs during the comparison period. Facebook’s cost per install was 21% lower than Google UAC’s. These results describe this campaign window, not a general benchmark for either platform.

Measurement note: figures are platform-attributed app installs. They do not represent unique funded-card customers, revenue or lifetime value.

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