Scaling App Growth Through Performance Marketing & User Acquisition
A flagship app-growth case connecting paid media, user-quality signals, creative testing and measurement across Android and iOS.
- Company / Product
- FoxScore
- Role
- Performance Marketing / User Acquisition Lead
- Period
- 12/2025 – 08/2026
- Context
- Sports app available on Android and iOS.
01. Challenge & Objective
Move acquisition decisions beyond CPI to registration, activation and user quality.
Allocate paid media by platform, OS and KPI.
Connect install-to-registration signals to optimization decisions.
Keep measurement reliable enough to support scaling.
02. Strategy & Approach
Three decisions shaped the acquisition system.
From acquisition to active user
- Ad Exposure
- Install
- Open
- Registration
- Activation
- Active User
03. Execution & Optimization
The operating path from campaign to decision.
Paid Media
Creative & Testing
Measurement
Data Operations
Decision signals
04. Results & Impact
Monthly FoxScore paid media operating scale
Cumulative downloads · as of 30 Jun 2026
Registered users · Jul 2026
Average DAU · 11 Jun–10 Jul 2026
Product figures are context; the paid-media, measurement and optimization scope below is my direct contribution.
Look beyond CPI to downstream product quality.
Selected project evidence
Selected evidence from this case study.
