How Octa Scaled iOS User Acquisition with SplitMetrics Acquire and AppsFlyer • SplitMetrics

Octa is a leading online broker offering access to CFD trading on forex and cryptocurrencies, along with a wide range of financial instruments across global markets.

Challenge

As an international CFD trading app, Octa sought to attract iOS users with higher lifetime value (LTV) through Apple Ads. The platform has been a key acquisition channel for the company for several reasons:

iOS users tend to have higher LTV compared to other platforms. They are more motivated to engage and convert compared to audiences reached via other advertising platforms.
Measuring Apple Ads performance alongside other iOS channels through a mobile measurement partner (MMP) enables a more unified view of user acquisition, allowing for more accurate and efficient optimization.

As Octa scaled its Apple Ads campaigns, the team needed advanced tools to unlock deeper insights, improve automation, and strengthen competitive analysis:

Octa sought more granular ways to analyze trends, optimize bidding, and measure keyword effectiveness across multiple campaigns.
Managing a growing portfolio of Apple Ads campaigns across multiple markets required a more efficient, data-driven workflow. Octa was looking for a solution that could automate routine optimizations and support smarter decision-making at scale.
To refine their strategy, the team aimed to track Share of Voice (SOV) and identify new keyword opportunities more precisely.
For improved attribution and performance measurement, Octa also needed a centralized solution to consolidate Apple Ads analytics and drive data-informed decisions.

The team used pivot tables to analyze Apple Ads performance, aggregating data from multiple sources, including their MMP AppsFlyer and the Apple Ads dashboard. This included keyword activations, install trends, cost per install (CPI), first-time deposits (FTDs), and other key metrics. While this approach provided meaningful insights, it required switching between their mobile measurement partner AppsFlyer and the Apple Ads dashboard — a process that the team aimed to streamline.

Solution

The company implemented SplitMetrics Acquire to streamline the management and optimization of Apple Ads campaigns while leveraging AppsFlyer for accurate marketing measurement and performance analytics. With a direct integration between the two platforms, all critical Apple Ads data is centralized in SplitMetrics Acquire, eliminating the need to toggle between multiple tools and significantly improving workflow efficiency.

AppsFlyer remains Octa’s primary source of iOS measurement analytics, particularly for SKAN dashboard analysis and evaluating paid-to-organic correlations, while their Apple Ads campaign management is now fully streamlined through SplitMetrics Acquire.

With SplitMetrics Acquire, the team is able to:

Use custom dashboards to monitor campaign performance in real time.
Automate campaign management with auto-rules, minimizing manual effort.
Analyze competitors’ SOV and ad variations based on custom product pages, using the Market Intelligence feature in SplitMetrics Acquire.
Identify top-performing keywords through the Keyword Discovery tool in SplitMetrics Acquire.
Make data-driven decisions to optimize spend on Apple Ads.

Our collaboration with the SplitMetrics Acquire team has been exceptional. They provide comprehensive support, addressing all our requests during sprint calls, assisting with market analysis, and curating materials for our campaign launches. Our dedicated account manager is deeply involved in our processes, ensuring we never miss critical insights.
Beyond campaign management, our package includes valuable additions like ASO support and custom product page ideas and creation by SplitMetrics’ professional services team, which significantly enhances our workflow. The team’s expertise and proactive approach make them a truly valuable partner in our growth strategy.
Octa’s User Acquisition Team

With AppsFlyer, the team is able to:

Use SKAN dashboards to assess performance on privacy-focused networks and optimize iOS campaigns accordingly.
Measure paid-to-organic correlations, to better understand the relationship between acquisition sources
Boost iOS user acquisition with accurate, cross-channel attribution, including deterministic sources like Apple Ads and real-time performance insights.
Scale remarketing activity efficiently by creating relevant audiences and running incrementality experiments.
Prevent fraud and ensure data integrity, leading to more reliable performance analytics.
Centralize measurement across all channels, making campaign evaluation and optimization more efficient.

We have been working with AppsFlyer for over six years, and our experience has been consistently positive. The platform continues to evolve while maintaining its high standards, and we appreciate being invited to participate in beta programs for new features.

AppsFlyer provides a powerful and reliable attribution solution, allowing us to accurately assess the contribution of each channel, set customized attribution windows for different partners, and effectively monitor fraud activity. Their team is highly supportive, always ready to help us navigate complex technical aspects, share the latest updates, and provide valuable benchmarks.
Octa’s User Acquisition Team

Results

The integration of SplitMetrics Acquire and AppsFlyer enabled better automation, deeper insights, and more strategic decision-making, leading to measurable success:

4X increase in traders from Apple Ads (YoY in 2023).
40% growth in traders in 2024, despite rising competition.
Improved efficiency in campaign management and optimization.
Stronger brand protection and better keyword performance through continuous monitoring.
Seamless campaign analysis with all key insights centralized in one platform.

By combining advanced campaign management for Apple Ads with comprehensive iOS measurement and SKAN reporting, the Octa team achieved a holistic view of user acquisition. This unified approach brought together deterministic performance data and insights from probabilistic sources, enabling more efficient campaign optimization and smarter decision-making across iOS.