LoopMe extends PurchaseLoop into CPI & CPA optimisation

LoopMe has expanded its PurchaseLoop product with cost-per-install and cost-per-acquisition optimisation, extending its advertising tools into lower-funnel campaign measurement.

The update adds two activation tracks: Performance App and Performance Web. LoopMe says the app product is designed to optimise for app installs and in-app actions, while the web product targets acquisitions, leads, sign-ups and return on ad spend.

Both products run on a cost-per-thousand-impressions buying model and use an advertiser's existing measurement setup. Brands and agencies can therefore add lower-funnel objectives without changing their buying model or replacing current measurement tools.

LoopMe is aiming to address a long-running problem for advertisers seeking to connect brand activity with direct business results. Marketers have had weaker visibility into campaign effectiveness as data signals have become harder to access and audiences have shifted from the web to apps.

The expanded PurchaseLoop product uses signals from live brand campaigns alongside in-app behavioural data. Those signals include indicators of which audiences are engaging with a brand and moving into consideration.

LoopMe says the in-app data comes from its Chartboost SDK, which has more than 50,000 direct app integrations. Those inputs are fed into 2,400 AI models that retrain against each advertiser's cost-per-install, cost-per-acquisition and post-install targets.

Brand to conversion

The broader aim is to let advertisers use insights generated during brand campaigns to inform later-stage performance advertising. That reflects growing pressure on marketing teams to show how upper-funnel activity contributes to sales, sign-ups and other measurable outcomes.

PurchaseLoop already uses consumer data and AI to build audiences, optimise media and measure outcomes. The new additions extend that model into conversion-focused activity by linking audience intelligence from brand campaigns with lower-funnel buying and measurement.

Campaign performance can be assessed through an advertiser's existing mobile measurement partner or conversion tracking provider, with support for major providers. This lets agencies and advertisers judge campaigns against their own conversion data rather than relying only on figures reported by advertising platforms.

Performance App can also optimise for actions that take place after an install, including a first purchase, a first order and return on ad spend.

The expansion comes as advertisers face rising acquisition costs in crowded digital channels. At the same time, brands are trying to preserve useful audience signals in an environment where privacy changes and platform restrictions have reduced the amount of trackable data available to marketers.

Existing customers

LoopMe says the latest changes are intended to benefit both current and new users of its platform. Existing customers can draw on audience understanding built through previous campaigns, while new customers can add to that intelligence as campaigns run.

Andy Sophocli outlined how the company sees the product working across the marketing funnel.

"PurchaseLoop was always created to help advertisers get more from the intelligence they build around their audiences," said Andy Sophocli, VP Agency Partnerships, LoopMe. "By extending into CPI and CPA optimisation, we're connecting that intelligence to lower-funnel outcomes and giving advertisers a more joined-up way to manage brand and performance. For existing customers, there's an immediate advantage because that audience understanding already exists; for new customers, it becomes richer with every campaign."

LoopMe was founded in 2012 and is headquartered in the UK, with offices across North America, Europe and Asia-Pacific.