They were spending heavily on paid digital advertising, primarily Facebook (As Google restricts poker-related ads). When, we started the in-app cost per conversions were much high than expected. Moreover, there wasn't any proper tracking metrics like conversion value & bifurcated conversions in-place.
We created campaigns basis the journey of a user, wherein the user was guided at every particular situation. Different sets of traffic, remarketing & conversion campaigns were created which resulted in 25% increase in-app conversion rates at 62% reduced costs. This inturn led to 20% increase in total revenue with 50% decrease in total facebook marketing expenditure.