By leveraging Smart+ and advanced targeting to focus on high-value users, Finanzguru strengthened TikTok's role as a reliable and cost-effective acquisition channel.
Finanzguru is a popular German utility app helping users manage their personal finances and subscriptions. With a core monetization model based on a €2.99/month subscription, the app focuses heavily on acquiring new users with the ultimate goal of converting them into paying subscribers.
While TikTok had already proven to be a driver of new user growth for Finanzguru, the app was still grappling with lower-funnel performance, especially customer lifetime value (LTV), which wasn't consistent or high enough to warrant further scaling.
Following strong early acquisition results using TikTok's Smart Performance Campaign solution, especially on iOS, Finanzguru was well-positioned to adopt the enhanced Smart+ solution.
Leveraging new AI-driven capabilities across targeting, creative generation, and campaign optimization, Smart+ offers more advanced features for fully-automated campaigns. This includes AI-powered creative tools like the Multilingual Tool and Recommended Ads that make it easier to deliver personalized ad experiences and expand into new markets faster.
The Finanzguru team began testing Smart+ on iOS using the Suggested Audience feature and 25+ age targeting in Germany to refine reach and focus on high-converting segments. Encouraged by early performance results, Finanzguru then scaled up its investment and continued optimizing Smart+ to focus on long-term growth.
The increased investment in Smart+ delivered major improvements across Finanzguru's core metrics with the utility app seeing a 34% increase in customer LTV, a 30% drop in cost per click, and a 24% reduction in CPM compared to previous campaign setups.
These results validated TikTok not just as an important user acquisition channel, but also as a viable driver of subscription-based growth - especially for advertisers focusing on lower funnel performance. By optimizing not just for installs but for high-value users, Finanzguru successfully converted short-term signups into long-term customers.
Our Smart+ campaigns have significantly enhanced our iOS performance marketing strategy. By utilizing the Audience Suggestion beta feature, we’ve seen meaningful improvements in user value and campaign efficiency. Smart+ has proven to be a powerful tool for driving both growth and cost-effectiveness.