A health and fitness app was acquiring installs but struggling to convert free trials into paying subscribers. TikTok was generating volume but installs were low quality. Meta campaigns were optimizing for installs rather than downstream subscription events, resulting in bloated spend against users who churned immediately.

Shifted optimization targets on both Meta and TikTok from install events to trial-start and subscription purchase events. Rebuilt audience segmentation to focus on users with higher likelihood of converting. Worked with the internal team on landing page and onboarding flow improvements to reduce drop-off between install and trial activation. Introduced TikTok creative frameworks built around native content formats that matched the platform's organic style. Trial-to-subscription conversion rate improved materially within the first two months.