Most mobility apps face the same problem: installs don’t always translate into revenue. A user might download the app but never complete that crucial first ride.
One mobility app came to REPLUG with exactly this challenge: tens of thousands of installs across Tier-1 and emerging markets, but conversion rates into first rides had dropped to 14.2%. The question was clear: how do we turn installs into real rides?
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TL;DR
- Shifted optimization from CPI → CPA (first ride events).
- Activated OEM native placements (search bar, smart folders, browser).
- Ran creative refresh cycles with localized messaging.
- Re-engaged dormant users with personalized campaigns.
- Results: first-ride completions up 2.5x, conversion rate from 14.2% → 21.3%.
The Challenge: When Installs Don’t Equal Growth
The app’s campaigns were already live across traditional channels like Google and Meta. Installs weren’t the issue. The real problem? Very few users converted into their first paid ride.
As Supriya Sukumaran, REPLUG’s OEM Ads Manager, explained:
“Clients often celebrate big install numbers. But if those installs don’t generate real ROI, growth stalls. In this case, installs were high, but conversions into first rides were far too low.”
The challenge wasn’t visibility. It was conversion from app download → first ride.
The Strategy: Event-Based Growth with OEM Ads
1. Shifting the KPI from Installs to Rides
The team quickly pivoted from optimizing for CPI to optimizing for CPA (first ride completions).
“Installs weren’t the concern. The real goal was to convert dormant users who had already installed but never booked a ride. That’s where shifting to CPA made sense.”
From day one, we optimized toward converting existing installs into paying riders.
2. Activating OEM Native Placements
Instead of fighting fatigue on mainstream channels, the campaigns tapped into OEM inventory:
- Search bar suggestions (ads when users typed queries).
- Smart Folders on-device, surfacing the app icon natively.
- In-browser placements, blending into everyday phone usage.
Clients were skeptical at first, assuming OEM meant preloads.
“We had to educate them. OEM is not just about preloads. It’s about native placements inside the phone ecosystem. Once they saw the screenshots and early results, they understood the potential.”
When people hear OEM, they think preloads. But it’s more than that. When you position ads within the device environment itself, the app reaches audiences untouched by traditional ads.
3. Localized Creative Refreshes
Creatives were refreshed with local language and direct messages:
- “Book your ride now”
- “Quick rides at your fingertips”
- “Affordable fares today”
Messages tied to immediacy and affordability performed best compared to generic promises like “verified riders.”
4. Re-engagement of Dormant Users
The team also reactivated users who had installed but never taken a ride. Personalized creatives nudged them back into the funnel.
“Don’t ignore dormant installs. You’ve already paid for them. With OEM, we could retarget those users at the right time and turn them into paying customers.”
5. Market Focus
Budgets were directed toward markets with high ride density, where the probability of conversion was strongest.
OEM placements worked well here because of user intent and lower competition.
“On traditional media channels, users are bombarded with ads. On OEM, ads feel like part of the phone experience. And when you only advertise on the Play Store or App Store, you miss huge user bases from Xiaomi, Huawei, or Lenovo. That’s an unexplored market waiting to be reached.”
Results: Installs Became Rides
The shift in strategy paid off:
- 2.5x uplift in first-ride completions.
- Significantly lower CPI compared to traditional UA.
- Conversion rate recovered from 14.2% → 21.3%.
- Tens of thousands of new first riders delivered.
- Millions in transacted revenue attributed to the campaign.
And most importantly:
“The client trusted the process, and OEM became more than just an experiment. It turned into a sustainable growth channel.”
Key Insights for Mobility Apps
- Shift focus from installs to events. Installs don’t equal revenue; optimize for first ride or your main business event.
- Educate stakeholders on OEM. It’s not only preloads — native placements give you reach without ad fatigue.
- Localization wins. Quick, affordable ride messages outperformed generic value statements.
- Don’t neglect dormant users. Retarget those who installed but never converted — you’ve already paid for them.
- Diversify budgets. Treat OEM as a strategic channel, not a side experiment.
FAQ
1. Why did OEM work better than traditional UA in this case?
OEM placements blend into the device experience. They don’t trigger ad fatigue like Meta or Google, and they reach untapped Android audiences across Xiaomi, Huawei, Lenovo, and others.
2. What’s the biggest mistake mobility apps make with OEM ads?
Chasing installs instead of solving for events. Without focusing on first rides, even large install numbers can be meaningless.
3. How do you handle skepticism from clients about OEM ads?
Education is key. We show that OEM isn’t just about preloads: it’s about diverse, high-intent native placements inside the phone ecosystem.
4. Can OEM campaigns also support engagement, not just acquisition?
Yes. OEM allows re-engagement of dormant users who installed but never converted, making it a dual solution for acquisition and retention.
Final Thought
This case shows that OEM isn’t a “nice-to-have”. It’s a strategic channel that can turn installs into measurable events. By shifting to CPA, localizing creatives, and using native placements, we transformed an install-heavy campaign into a ride-heavy growth story.
👉 Wondering if your app is leaving installs unconverted? Let REPLUG’s OEM team design a roadmap for you.
