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Vplay saw a 57% increase in installs at a 31% lower CPI with ICM

October 2026

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A gamer wearing headphones playing on a smartphone in a car alongside Vplay mobile game screens and an App Store card.

Challenge

Vplay wanted to find more high-value iOS players. However, privacy changes on iOS made it harder to measure which ads actually led to game installs. These measurement blind spots made it difficult to understand their performance and confidently scale their iOS strategy.

Approach

Vplay solved these measurement gaps in two steps:

  • Implemented on-device conversion measurement using event data: They updated to the latest Google Analytics for Firebase SDK. This allowed them to securely capture the installs they were previously missing, giving them a much more accurate picture of their ad performance.
  • Set up ICM: They updated their AppsFlyer SDK and turned on advanced data sharing to bring these recovered installs right into their reports. This gave them a clear, near real-time look at their results directly inside their AppsFlyer dashboard, making it much easier to adjust their ads and improve their campaigns’ return on investment.

Impact

With more accurate reporting, Vplay saw a 57% boost in installs and a 31% drop in cost-per-install - giving them the clear proof they needed to scale their campaigns successfully.

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