Snoop

The objective

High-quality app installs that drive deeper engagement

Snoop, a UK-based personal finance app, set out to grow its user base by acquiring high-quality users; those who not only install the app, but go on to connect their bank accounts using Open Banking and engage with core features like budgeting, bill monitoring, and credit scores.

While install volume mattered, Snoop optimised campaigns toward a deeper conversion event: a user’s first successful bank account connection, which signals meaningful activation. Performance was measured through in-app event CPA (Cost Per Acquisition) and retention benchmarks across channels, with TikTok held to the same standard.

With a focus on App Promotion and iOS growth, Snoop had to navigate the challenges of SKAdNetwork attribution and delayed event postbacks, which made campaign optimisation more complex. Creative variety and freshness were essential, and the brand managed both content production and media buying in-house, without agency support.

The solution

Smart+ automation meets Spark Ads at speed

To overcome measurement delays and creative delivery hurdles, Snoop leaned into Spark Ads, partnering directly with a core group of TikTok creators. The Spark process allowed creators to publish content natively, while Snoop used their post IDs to run ads quickly and easily under the creators’ handles, preserving authenticity and boosting performance.

When TikTok launched Smart+, Snoop was among the first to adopt the new campaign format. By switching from standard manual campaigns to Smart+, the brand unlocked fully automated delivery and optimization: solving the problem of slow creative uptake and delayed postback data. Smart+ ensured that top-performing assets were prioritised in real time, removing the guesswork from manual trimming or replacements.

This automation empowered Snoop to test new creator content with ease, opening the door to scale via TikTok One for ongoing asset generation, fueling Smart+ with a fresh pipeline of high-performing videos.

The results

Better installs, lower CPA, and scalable creative growth

After moving to Smart+, Snoop achieved a 40% reduction in Cost Per Install, but more critically, the CPA for their key in-app conversion event dropped by 62%. The shift to automated, intent-optimised delivery unlocked a new level of efficiency while allowing for rapid testing and integration of diverse creator content. Today, Snoop continues to scale their Smart+ strategy with confidence, combining strong performance with increased creative agility.