Ubie reduced CPI with Datascape’s insights and TrueLink’s deep linking

Ubie Inc.’s primary goal was to increase installs of its symptom-checking app, Ubie. Initially launched as a web-based service during the COVID-19 pandemic in 2020, the app version was introduced in 2021. However, because the platform wasn’t app-exclusive, users primarily accessed it through web searches, with app adoption remaining secondary.

During the pandemic, Ubie’s monthly active users (MAU) on the web grew into the millions, but a significant portion of users remained anonymous, and were using the service without necessarily recognizing the Ubie brand. This led to a key issue—users would benefit from the service, but Ubie lacked access to critical data, such as previously searched symptoms and medical history. This limited their ability to improve service personalization and long-term engagement. Additionally, web and app behavioral data were not effectively linked, creating a gap in the user experience.

To expand service awareness and maximize app utilization, Ubie turned to TV commercials, a powerful advertising medium with extensive reach. At the same time, it was necessary to establish a robust app tracking environment and implement a web-to-app technology framework (deep-linking solution) to ensure a seamless transition for users.

Ultimately, the solution Ubie chose was Adjust. 

Ubie Inc. began airing TV commercials in May 2024 to expand service awareness and increase app installations. To measure and visualize its effectiveness, they utilized Adjust's analytics feature, Datascape. Datascape is an advanced analytics reporting tool that enables easy aggregation and visualization of all collected measurement data via the Adjust SDK. The management dashboard is designed with an intuitive UI, making it easy to operate. It consists of pre-built overview reports, which are user-friendly even for beginners, and custom reports for more complex analyses.

In particular, custom reports allow users to select the necessary data from various metrics, apply multiple filters, and create original reports. Additionally, hourly reports can be easily generated, enabling the measurement of the impact of TV commercial broadcasts and TV program features that introduce the app.

Furthermore, by utilizing Adjust's deep-linking solution, TrueLink, Ubie was able to create  seamless web-to-app user experiences. Since many users originally accessed Ubie through the web, there was no mechanism in place to transfer their web activity history to the app when guiding them to install it. With TrueLink, the content displayed to users on the web right before installation could now be carried over to the app, allowing for a personalized first-time app launch experience tailored to each user.

For users who primarily use the service via the web, the moment they open the app for the first time is crucial. By making this initial app experience smoother, Ubie hopes to reinforce the perception that Ubie is best experienced as an app.

Initially, there were challenges in becoming familiar with Adjust’s platform. However, Adjust provided in-house training sessions tailored to Ubie, rapid support, and timely information sharing, which significantly accelerated the process of setting up and optimizing the app environment.

The impact of the TV commercial campaign resulted in a big boost in engagement. During the broadcast period, branded search volume on the web saw a 300%+ increase, while searches in the app stores exceeded even that. Additionally, the cost per install (CPI) for app install campaigns, which were primarily conducted through digital marketing, was reduced by 30%, marking a major achievement.

Adjust proved to be an essential solution for measuring, visualizing, and evaluating this series of performance improvements. By fully utilizing Datascape, Ubie successfully integrated TV commercials with digital marketing, demonstrating that this combined approach effectively boosted both brand awareness and user acquisition.

The custom dashboard within Datascape also played a crucial role in streamlining internal and external reporting. It allowed for easy report sharing with team members and agencies without requiring additional resources. Even for internal stakeholders who do not regularly use Adjust, the necessary information could be easily shared.

Additionally, during post-broadcast reporting and analysis with agencies, the dashboard helped identify high-performing TV program genres and optimal airing times. The ability to customize complex pivot tables and clear visual graphs also made it easy to incorporate insights into internal reporting materials.