Grab

Thailand · Consideration · Q2

App install performance

X / Twitter · GrabFood · paid on app clicks · 5 April – 30 June 2026

The quarter

Spend
$44,503
Impressions
113M
App installs
46,963

$0.95 each

Cost per link click
$0.17

268,230 clicks

Spend is the four Consideration campaigns only: TW09 $14,550 + TW08 $10,869 + TW13 $9,798 + TW12 $9,286 = $44,503. The other four lines in the export (Nonthaburi, GrabMart, uni students) are not in this total.

The four campaigns

Same objective (app install), same pay method (app clicks). iOS turned clicks into installs. Android bought cheap clicks that did not install.

  • TW13 · GF Consideration 2026 · iOS

    Expired

    Worked
    Spend
    $9,798
    Impressions
    21M
    App installs
    19,389
    Cost per link click
    $0.26

    Best campaign. Paid $0.26 per click and more than half of those clicks became an install. Lowest cost per install in the set ($0.51). 51.8% of clicks installed.

  • TW09 · GF Consideration NTW · iOS

    Active · on until 31 Aug

    Worked
    Spend
    $14,550
    Impressions
    33M
    App installs
    26,728
    Cost per link click
    $0.24

    The scale campaign. Most installs (26,728) at almost the same cost as TW13 ($0.54). Still on until 31 August — protect this one. 43.5% of clicks installed.

  • TW12 · GF Consideration 2026 · Android

    Expired

    Mixed
    Spend
    $9,286
    Impressions
    30M
    App installs
    705
    Cost per link click
    $0.10

    Cheapest clicks in the book ($0.10) and the most clicks (94,852). That is what they pay for. But almost none of those clicks became an install (705). 0.7% of clicks installed.

  • TW08 · GF Consideration NTW · Android

    Active · on until 31 Aug

    Did not work
    Spend
    $10,869
    Impressions
    29M
    App installs
    141
    Cost per link click
    $0.15

    Clicks were cheap ($0.15) but only 141 installs from $10.9k. Cost per install is $77. This campaign is still on. It is not delivering the objective. 0.2% of clicks installed.

What to do next

  1. 1

    Keep the iOS campaigns

    TW09 is live and working. Rebuild TW13 the same way. These two delivered 46,117 of the 46,963 installs.

  2. 2

    Stop judging Android on cheap clicks

    TW08 and TW12 won the bidding metric (as low as $0.10 a click) and lost the objective. If the goal is installs, TW08 should not keep spending as it is.

  3. 3

    Refresh ads on the live flights

    TW08 and TW09 run until 31 August. Frequency is already high. New Thai ads before any extra budget.