Ofsayt Mobile App Case Study: User Acquisition & Retention Growth in Turkey

Ofsayt is a Turkish mobile app created for passionate football fans. It provides live scores, tournament tables, and bookmaker odds (without betting functionality, in line with local regulations). The audience is niche, highly engaged, and most importantly seasonal: user activity peaks during match weeks and drops in the summer off-season.

Mobihunter was brought on board to run user acquisition campaigns on a CPA (registration) model. The challenge was to not only bring scale but also to ensure strong quality, measured by D1 and D7 retention.

We entered the Turkish market in May, just as the football season was winding down. Despite the timing, it was crucial to gather early data. Google Ads immediately emerged as the most promising channel, driving 3,297 installs and converting 380 registrations with a D7 retention of 14.5%.

TikTok, by contrast, struggled: while its short videos attracted over 500 installs, only a fraction converted into quality users, and 7D retention collapsed to 3.2%. Mintegral was tested on a very small budget and did not deliver meaningful results.

This first month confirmed the strength of Google Search campaigns for this vertical. At the same time, it showed us that TikTok was not a natural fit for a utility-style app aimed at football fans, where intent-driven traffic works far better than entertainment-driven reach.

In June, we doubled down on learning. Alongside Google, we continued testing alternatives to find incremental volume ahead of the summer break.

The results were mixed: 8,352 installs and 693 registrations, but 7D retention averaged just 9%. TikTok also failed to improve, so we gradually phased it out.

Although June did not deliver the strongest quality, it gave us invaluable insight. We identified what wasn’t working, documented retention issues, and prepared to overhaul the campaign structure for the new football season.

July is the quietest month in football: with no matches being played, user activity naturally drops. Instead of chasing volume, we scaled down spend and focused on preparation.

During this time, our team rebuilt the Google Ads campaign structure, clustering by league and club-related search queries. Creative development was streamlined — on Google we relied on intent-heavy queries and prepared banners emphasizing live scores and league tables.

The numbers reflected the seasonal trough: just 92 installs and 10 registrations. But this was by design. The real value of July was setting the stage for a powerful relaunch once football returned.

When the new season kicked off in mid-August, we relaunched campaigns with our updated strategy. The impact was immediate:

• August: 9,371 installs, 893 registrations, D1 retention 26.9%, D7 retention 18.3%. Google was the workhorse, driving 5,200+ installs and delivering over 21% D7 retention.
• September (first week): 2,942 installs, 229 registrations, and 15.5% D7 retention — consistent with the August improvements.

The client was highly satisfied with the results. Based on the strong relaunch, they agreed to increase CPA payouts by 25%, enabling us to push for even greater scale. The September target was set at 1,000+ registrations, with a focus on maintaining the improved retention.

Ofsayt is a case study in how seasonality can define a campaign strategy. By using the off-season months for experimentation and preparation, Mobihunter was able to relaunch with precision and deliver the results the client expected.

• Retention improved 5× after campaign restructuring (from ~3% to ~15%).
• Google Ads proved to be the cornerstone channel, driving both registrations and quality.
• Positive performance and trust led the client to raise CPA rates and expand cooperation.

With a strong foundation set, Ofsayt now heads into the football season with the user base and retention profile needed to succeed.