LoopMe, the global leader in brand performance, has announced an expansion of its PurchaseLoop solution with new cost-per-install (CPI) and cost-per-acquisition (CPA) optimisation, enabling advertisers to use audience intelligence generated by their own brand campaigns to inform lower-funnel performance advertising.

Traditional performance marketing models are being outpaced by shifting consumer behaviour and industry dynamics. Post-ATT signal loss and the movement of audiences from web to app have left marketers without the insight to know what's actually working and without a platform built to act on it, even if they did. Rising CPAs on saturated channels compound the problem. That gap persists despite incrementality being a stated focus for the majority of brand marketers - the intent is there - but neither the visibility nor the infrastructure has caught up.

The expansion of LoopMe’s PurchaseLoop solution introduces two new activation tracks to help address these concerns: Performance App, which optimises towards app installs and in-app actions, and Performance Web, which optimises towards acquisitions, leads, sign-ups and return on ad spend (ROAS). Both operate on a cost-per-thousand impressions (CPM) buying model and use advertisers’ existing measurement, allowing them to add lower-funnel objectives without adopting a new buying model or measurement stack.

PurchaseLoop already uses consumer data and AI to build audiences, optimise media, and measure advertising outcomes. The new capabilities extend this further down the funnel by combining live brand campaign intelligence, including signals showing which audiences are engaging with a brand and moving into consideration, with in-app behavioural data from LoopMe’s Chartboost SDK, which has more than 50,000 direct app integrations. These signals feed into 2,400 AI models that retrain against advertisers’ specific CPI, CPA, and post-install goals.

"PurchaseLoop was always created to help advertisers get more from the intelligence they build around their audiences," said Andy Sophocli, VP agency partnerships at 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."

Performance is measured through advertisers’ existing mobile measurement partner (MMP) or conversion tracking, with support for all major providers. This enables advertisers and agencies to evaluate campaigns against their own conversion data rather than relying solely on platform-reported metrics. Performance App can also optimise beyond the initial install towards post-install outcomes including first purchase, first order and ROAS.