Installing the app is easy. The hard part is the first deposit.
A multi-currency account fintech with an investment product. A campaign can deliver cheap installs and produce no customers at all, because the value only exists after sign-up, identity verification and the first money in.
The business context
App acquisition does not end at the install. The plan only holds if measurement follows the user to the event that produces revenue, and that means an MMP connected before the first real spent.
MMP before media
Install, sign-up, verification and deposit mapped in AppsFlyer, with postbacks returned to Meta and Google. Without that the campaign optimizes toward the wrong event.
Two promises compete
Transparent FX and dollar investing attract different audiences. Putting both in one asset drops the sign-up rate.
KYC loses three in ten
Identity verification is the largest drop-off after sign-up, and no media optimization fixes that on its own.
The campaign optimizes for deposits, not installs
Until weekly deposit volume can sustain learning, optimization runs on completed sign-ups and moves up an event as soon as volume allows.
iOS launches with SKAdNetwork on from creation
An iOS app campaign created without SKAdNetwork attribution breaks measurement with no fix afterward. That check happens on day zero.
Media plan
Goal for the cycle: 1,737 first deposits over 90 days at up to R$104 each, moving R$2.57M in deposit volume. Each stage enters with its own CPI and sign-up rate, because a deeper audience converts better.
| Stage | Role in acquisition | Spend | CPI | Installs | Sign-up | Deposits |
|---|---|---|---|---|---|---|
| Discovery | Introduces the multi-currency account to people new to the category | R$72,000 | R$9.80 | 7,347 | 34% | 454 |
| Consideration | Explains FX, fees and yield to people who have already compared options | R$57,600 | R$12.40 | 4,645 | 46% | 577 |
| Conversion | Re-engages people who installed and stopped before sign-up or KYC | R$50,400 | R$16.20 | 3,111 | 58% | 706 |
| Cycle total | R$180,000 | R$11.92 | 15,103 | 42.6% | 1,737 | |
| Scenario | Assumption that changes | Sign-ups | Verified | Deposits | Cost per deposit |
|---|---|---|---|---|---|
| Conservative | KYC approves 62% and deposits land at 32% | 6,439 | 3,992 | 1,277 | R$140.96 |
| Base case | Rates measured over the app’s 30-day pilot | 6,439 | 4,572 | 1,737 | R$103.63 |
| Optimistic | Onboarding removes KYC steps and approval rises to 78% | 6,439 | 5,022 | 2,210 | R$81.45 |
All three scenarios carry the same number of sign-ups. The R$60 spread in cost per deposit sits entirely inside the product rather than in media, which is why the onboarding team joins the biweekly review.
Creative brief
One promise per asset. In fintech, an ad that tries to explain the whole product delivers curious installs and sign-ups that never complete.
- Audience
- Ages 25 to 44, interested in international travel and shopping abroad
- Format
- 9:16 video, 15s · Reels, Stories and Shorts
- Specs
- 1080×1920, app screen recorded in real use, no 3D mockup
- Hypothesis
- Showing the conversion happen on screen beats stating the rate
Reais, dollars and euros in one account, at the rate you see on screen.
No maintenance fee and no surprise on the statement.
- Audience
- People who installed in the last 21 days and never finished sign-up
- Format
- 4:5 carousel, 4 cards · Feed
- Specs
- 1080×1350, numeric comparison with figures updated from a spreadsheet
- Hypothesis
- The comparison against a traditional card is what moves people who already understand the category
US$1,000 on a traditional card becomes R$5,940. On Aurelo, R$5,612.
The gap is the tax and the spread you never see at checkout.
- Audience
- Sign-up started and KYC unfinished in the last 7 days
- Format
- 9:16 and 1:1 static · deep link to the exact step
- Specs
- 1080×1920, deep link opens on the verification selfie rather than the app home
- Hypothesis
- The KYC drop-off is friction rather than intent, and the deep link removes the step of finding the screen again
Your account is one selfie away from approval.
Two minutes now and FX is available to you today.
- Audience
- Verified accounts with no deposit for more than 5 days
- Format
- 9:16 video, 10s, with simulated yield on screen
- Specs
- 1080×1920, yield figure from an editable field, with the quote date visible
- Hypothesis
- Showing what the minimum earns breaks the belief that dollar investing takes a lot of money
US$50 is enough to put your money in dollars.
No lock-up period and no entry fee.
| Stage | Cut-off metric | Floor | Reading window |
|---|---|---|---|
| Discovery | Install rate per click | 18% | After 40K impressions |
| Consideration | Installs that complete sign-up | 40% | After 300 installs |
| Conversion | Cost per first deposit | R$120 | After 30 attributed deposits |
Delivery dashboard
Day 47 of 90. The dashboard opens on deposits, the event that pays for the operation, and keeps installs and sign-ups as routing indicators.
| Campaign | Stage | Spend | Installs | Sign-ups | Deposits | Cost/deposit |
|---|---|---|---|---|---|---|
| Incomplete sign-up recovery | Conversion | R$21,400 | 1,312 | 892 | 412 | R$51.94 |
| Lookalike of existing depositors | Conversion | R$16,200 | 1,043 | 604 | 246 | R$65.85 |
| FX with no surprises | Consideration | R$19,800 | 1,598 | 735 | 138 | R$143.48 |
| Fee comparison | Consideration | R$12,600 | 1,021 | 470 | 68 | R$185.29 |
| Global account in 60 seconds | Discovery | R$17,200 | 1,756 | 597 | 42 | R$409.52 |
| Creator partnerships | Discovery | R$9,200 | 1,484 | 303 | 28 | R$328.57 |
| Running total through day 47 | R$96,400 | 8,214 | 3,601 | 934 | R$103.21 | |
The read this week
- Conversion carries the cycle, and that is expected. Recovery and the depositor lookalike take 39% of the budget and produce 70% of deposits. What limits that front is the size of the base discovery feeds it, which is why upper funnel cannot be cut entirely.
- Creator partnerships deliver cheap installs that never become accounts. R$6.20 CPI, the best on the account, with only 20% sign-up completion against a 44% average. This is the textbook curious install.
- KYC improved after the onboarding change. Approval rose from 68% to 73.4% in week 5, when verification started accepting a digital driver’s license. That change alone accounts for 41 additional deposits in the cycle.
- Decision taken to the client: cut 60% of the creator budget, keep the rest as a format test, and put the savings into scaling incomplete-KYC recovery, which currently holds the largest backlog.