In-App Events Optimization for Re-engagement of Installed and Existing Users via Google DV360

Client Overview

AngelOne (formerly Angel Broking) is one of India’s largest retail stockbroking platforms, serving over 24 million registered clients with access to equities, commodities, derivatives, mutual funds, and IPO subscriptions. The company’s mobile-first trading app accounts for the vast majority of transactions, making in-app engagement a direct revenue driver. Despite strong user acquisition over preceding quarters, AngelOne’s analytics team identified a growing segment of dormant accounts – users who had installed the app and completed KYC verification but stopped trading within 60 days. A second segment of previously active traders had reduced their monthly transaction frequency by more than 70%. Reactivating both groups became a top priority for the growth marketing team heading into Q4 2025.

Campaign Objective

The campaign aimed to re-engage two distinct user segments through in-app events optimization (AEO), a programmatic approach that optimizes ad delivery toward users most likely to complete specific post-click actions inside the app rather than stopping at the install or click level. For AngelOne, the target in-app events were account funding (first deposit after reactivation) and trade execution (completing at least one buy or sell order). Optimizing these downstream actions meant the campaign’s bidding logic prioritized users with the highest predicted probability of returning to active trading status.

Alongside direct reactivation, the campaign sought to increase awareness of AngelOne’s recently launched product features among lapsed users. New additions included zero-brokerage delivery trades, an AI-powered stock screener, and expanded F&O analytics tools. Exposing dormant users to these feature updates addressed a common re-engagement barrier: the assumption that the platform had not changed since their last session. Feature-focused creatives would reframe AngelOne as a meaningfully improved product worth revisiting.

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Audience & Targeting

Two user segments formed the campaign’s targeting backbone. The dormant installer segment comprised users who had downloaded the AngelOne app, completed full KYC verification, but never funded their account or executed a trade. These users represented a significant sunk acquisition cost with zero lifetime revenue. AngelOne’s mobile measurement partner (MMP) data fed this segment directly into DV360, creating a custom audience of approximately 3.2 million device IDs.

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Platform & Channels

Media ran across a curated set of finance, news, and lifestyle apps popular among India’s retail investor demographic. Contextual targeting layered on top, restricting delivery to content environments covering stock markets, personal finance, mutual funds, and economic news. Brand safety filters excluded gaming apps and entertainment content to maintain alignment with AngelOne’s positioning as a serious trading platform.

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Creative and Formats

Each segment received tailored messaging. Dormant users saw creatives focused on reducing activation friction, highlighting easy funding via UPI, instant deposits, and limited-time incentives like zero brokerage on the first 30 trades. A secondary set promoted AngelOne’s AI stock screener as a reason to return, addressing earlier concerns around platform complexity.

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Geo-Focus

India served as the sole market for this campaign. Media weight distributed across the country’s top 40 cities by demat account density, with additional allocation to tier-two cities where AngelOne’s user base had grown fastest during prior acquisition campaigns. State-level bid adjustments reflected regional trading patterns: Gujarat, Maharashtra, and Rajasthan received elevated spend based on historically higher reactivation rates observed in AngelOne’s internal cohort data.