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 conversion campaigns by targeting the most relevant audience which resulted in 50% decrease in male user & 70% decrease in female user acquisition. Also, ROI increased by 43% through in-app purchases.