Cleo AI

The Objective 

Cleo AI, an AI-powered financial assistant app, leverages artificial intelligence to make financial management enjoyable and effortless for users. The brand was looking for ways to optimise the impact of their TikTok campaigns, enhance data-driven decision-making, and gain comprehensive insights into the factors driving their results, and luckily for them, our new Self-Attributing Network (SAN) can do just that. 

The Solution 

To gain more precise insights into what drove app installs and improve the measurement of TikTok app campaigns, Cleo AI worked with TikTok Measurement Marketing Partner, AppsFlyer, to transition to the new TikTok Self-Attributing Network (SAN). A newly developed, separate Mobile Measurement Partner (MMP) network, SAN gives advertisers better visibility into TikTok’s true contribution to app performance campaign outcomes. This means that conversions can be more accurately recognised by TikTok – and reported in TikTok Ads Manager – without any impact on existing analysis. For Cleo AI, this shift eliminated the constraints of their previous solution, which depended on a Mobile Measurement Partner (MMP) that could only attribute installs to the last touched ad.

The Results 

After Cleo AI transitioned to TikTok Self-Attributing Network (SAN), the brand saw a more accurate picture of what drove results, and the true contribution of their TikTok app campaigns, seeing a 34% increase in conversion rate and a 46% reduction in cost per action.

Following this transition, Cleo AI now possesses a more precise understanding of TikTok’s impact on their business, allowing them to track all touchpoints that contribute to conversions. Moreover, the brand can customise attribution windows directly within TikTok Ads Manager and harness more effective performance solutions for upcoming campaigns.