Virgin Mobile UAE increases installs and improves CPA efficiency with Adjust

Virgin Mobile UAE’s rapid growth required a robust attribution solution capable of cutting through fragmented reporting and accurately connecting marketing spend to downstream performance. Because acquisition spans both digital and offline channels, the team needed a single source of truth able to capture direct and assisted installs, not just last-click conversions.

The telecom vertical is inherently retention-driven, with recurring payments, churn considerations, and long-term value shaping acquisition strategy. Short-term metrics alone were insufficient; the team needed deeper visibility into user journeys, especially influenced installs, to understand which channels were meaningfully contributing to growth.

They also required stronger segmentation capabilities to re-engage drop-offs and improve CVR across high-priority campaigns. Without a unified framework, budget allocation risked becoming inefficient and misaligned.

Virgin Mobile UAE partnered with Adjust to build a holistic measurement and optimization framework powered by Attribution, Assists, Audiences, the Fraud Prevention Suite, and QR Bulk Generation. Adjust became their single source of truth, integrating cost data, real-time reporting, and raw data access directly into BI and analytics systems.

With Assists, the team gained visibility into telecom’s multi-touch journeys, revealing the essential role of upper-funnel channels previously undervalued under last-click attribution. Audiences enabled precise segmentation, including iOS cohorts and drop-off groups, leading to stronger re-engagement, higher CVR, and reduced CPA. QR Bulk Generation connected offline activations, such as events and in-store initiatives, to measurable digital journeys, ensuring every touchpoint was captured.

Over time, Virgin Mobile UAE expanded its use of Adjust to include fraud prevention, cohort analysis, cost aggregation, and custom goal tracking. This evolution enabled a shift from basic install measurement to long-term, value-based optimization.

By working with Adjust, Virgin Mobile UAE achieved clear, measurable improvements across acquisition efficiency, campaign performance, and cost control. “Real-time insights and transparent attribution empowered the team to scale high-performing activity while confidently reducing waste across channels.

Key results include: 

• +25% ROI on key campaigns 
• 30% reduction in wasted spend via fraud prevention
• +44% uplift in direct and assisted installs
• +57% improvement in iOS installs
• 59% QoQ improvement in CPA on Facebook ASC
• 37% QoQ improvement in CPA on PMax