About Paycell

Paycell is Turkcell's digital wallet and payments app, giving millions of users a fast, secure way to pay, transfer money, and complete everyday financial actions across Turkey. As a high-growth fintech brand, Paycell measures success not by raw installs but by meaningful in-app actions, registrations, QR payments, and repeat engagement.

The Challenge

Paycell needed to scale user acquisition aggressively without diluting quality. The goal was clear: bring in more users who actually transact, not just users who install and churn. That required a campaign structure capable of growing volume and improving post-install conversion at the same time.

The Solution

Based on Paycell's growth objectives and engagement-focused KPIs, AppSamurai tailored a DSP-driven user acquisition strategy designed to attract users with a higher likelihood of completing meaningful in-app actions.

Advanced Audience Segmentation

AppSamurai made specific user segments more targetable by leveraging behavioral and contextual signals, enabling more precise delivery to users with high engagement potential.

Campaign Diversification

Multiple campaign setups were activated to address different user intents and stages of the funnel, increasing reach while maintaining performance efficiency.

Creative Variations & Alternative Use Cases

A diversified creative strategy was implemented, allowing different value propositions, features, and in-app use cases (campaigns, payments, rewards) to be tested and scaled.

Retargeting Campaign Structure

In addition to new user acquisition, retargeting campaigns were designed to re-engage users, encouraging repeat logins, campaign exploration, and participation in key in-app actions.

Always-On DSP Optimization

Continuous optimization across AppSamurai's DSP ensured sustained performance while adapting to user behavior in real time.

The Results

The DSP-led, always-on strategy delivered strong performance across Paycell's key engagement metrics. Beyond the headline numbers, the campaigns drove a 44% increase in install-to-register conversion, showing that Paycell wasn't just acquiring more users, but better ones, a strong signal that the always-on, DSP-led setup was delivering quality at scale.