Yahoo! Shopping

How Yahoo! Shopping improved in-app purchases using App Purchase Optimization.

See how you can achieve similar success

See how you can acheive similar success

Yahoo! Shopping

Yahoo! Shopping (@yahoo_shopping) is an online shopping mall with a wide variety of items you can use PayPay for.

Campaign objective

Yahoo! Shopping wanted to efficiently acquire new users within their app that are likely to make purchases. The campaign was optimized for in-app purchases.

Campaign details

Yahoo! Shopping tested Twitter’s App Purchase Optimization (APO) for this campaign. 

As the subject of a beta comparison study, Yahoo! Shopping implemented installation optimization delivery under the same conditions as the APO campaign.

Comparing new purchases as the main KPI, they saw better performance using the APO in dashboard and the mobile measurement partner (MMP) data.

Yahoo! Shopping tweets



New in-app purchases CPA reduction


Improvement of ROAS


Regarding installation, new purchase CVR improved

Source: Advertiser's internal data (MMP data), 06/2022

Target audience

Twitter users that are highly likely to make in-app (first-time) purchases after installing the app

Products used

  • App purchase optimization (APO)
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