How Highbrow Interactive Scaled Ad Spend 3× with ByteBrew

The Studio

Highbrow Interactive is a prolific India-based mobile game publisher with 40+ titles and a global reach spanning 112 countries. Their flagship app, Truck Masters: India Simulator, consistently ranks among the most downloaded simulation games in the South Asian market.

The Challenge

Highbrow was scaling paid UA on Google Ads for Truck Masters: India Simulator, but lacked the visibility into which users were actually sticking around. Without identifying high quality postback signals, Google's algorithm optimized for install volume, acquiring users who churned quickly and generated little downstream value.

The Solution

ByteBrew's all-in-one platform was equipped with everything Highbrow needed to start growing using analytics, event tracking, attribution, and MMP within a single SDK. No third party tools, multiple integrations, or data silos. The question to solve was: which in-app event was worth sending to their campaigns?

Methodology: Finding the Right Signal

Sending the right event to optimize campaign targeting is what unlocks outcomes. With ByteBrew's analytics suite, Highbrow easily reverse-engineered which early inflection points predicted long-term user quality and then relayed that exact event as their conversion signal to Google Ads.

Highbrow had one platform to measure everything without the guesswork. Every user metric from Retention and LTV to Event Cohorts and Attribution were side-by-side for their team to identify the right signals and take action effortlessly.

Here's their playbook:

Step 1: Track Engagement with Custom Events
Using ByteBrew's unlimited custom event tracking, the team gained granular insights into in-app engagement.

Step 2: Filter by Cohort to find Quality
Utilizing ByteBrew's extensive dashboard filters & breakdowns, the team segmented user cohorts based on the in-app behaviours users demonstrated to examine each cohort's D1/D7 retention and D0/D7 LTV. One early-app milestone stood out, demonstrating both sharp acceleration of both retention and LTV from users that reached that location.

Step 3: Send the Quality Signal via ByteBrew Attribution
After locating the high-quality signal with ByteBrew's analytics, Highbrow configured ByteBrew's MMP attribution to send that exact milestone as a postback conversion to Google Ads. Google's Smart Bidding could now optimize toward users who reached this quality threshold.

The Results

Users who reached the milestone quality signal dramatically outperformed the overall user base. Milestone users reached 59.14% D1 retention compared to 33.26% overall, a +78% uplift; and LTV Day 0 climbed from $0.0034 to $0.0070, a +106% uplift.

UA Spend Tripled. CPI Stayed Flat.

By sending the right conversion signals, Google's algorithm began finding users who actually engaged. Confident in user quality, Highbrow scaled spend aggressively tripling their spend at the same cost per install, but each install generating far more value.

With Smart Bidding targeting users who hit the milestone, Highbrow measured consistent uplift across every key metric in the early lifecycle. The table below summarizes retention and LTV performance.