App Growth & MMP Optimization

The Challenge

Entering a highly competitive automotive marketplace, Liberty Carz faced the classic "chicken-and-egg" problem of a dual-sided market. We needed to aggressively acquire B2C app users without exceeding a strict $4 CPI, while simultaneously securing a critical mass of B2B auto merchants to provide inventory.

The Solution

I executed a data-centric performance marketing strategy, relying heavily on Mobile Measurement Partner (MMP) architecture to attribute, track, and optimize full-funnel app events rather than just top-of-funnel clicks.

Execution

• SDK & Tracking Infrastructure: Directed the integration of AppsFlyer (MMP), Facebook SDK, and Google Ads SDK to ensure deterministic attribution, post-install event tracking, and fraud prevention.
• Campaign Optimization: Managed a $50k-$100k/month budget, continuously optimizing Google App Campaigns and Facebook App Install ads using deep-link routing and localized creative testing to combat ad fatigue.
• Supply-Side Growth: Launched a parallel B2B acquisition funnel utilizing LinkedIn outreach and localized partnership initiatives to capture merchant supply.

The Impact

The rigorous SDK setup allowed algorithmic bidding to find the highest-LTV users cheaply. We successfully scaled the user base to 200,000+ app installs while fiercely defending our $4 CPI target. Concurrently, the B2B efforts secured over 550 auto merchants, providing the necessary inventory liquidity for the marketplace to thrive.