Creative Performance Analysis | April-May 2026
CREATIVE ANALYSISWhich messaging themes are actually driving bookings and quality in-app behavior, vs. which are just collecting clicks/impressions? This report identifies the messaging axes worth scaling and the ones that should be paused, enabling data-driven budget reallocation.
Purchase 4, Cart 4, InApp CV/Install 3,350%. The most efficient messaging axis relative to ¥185K spend.
Purchase 3, InApp CV 198, budget ¥483K. CTR 4.3% with strong engagement, but cost per Purchase is higher.
Total ¥1.13M spent with 0 Purchases. CTR is high (3-5%) but does not translate to in-app behavior.
X-axis: Engagement quality = InApp ContentView / Install rate (how much users engage in-app after install)
Y-axis: Conversion outcome = Purchase + Cart count (actual bookings and cart additions)
Top-right (Winner): High quality & high CV — scale target
Top-left: CV exists but install quality is unmeasurable (low install count)
Bottom-right: High quality but not converting
Bottom-left (No Effect): No effect — pause candidate
Purchase 4 | Cart 4 | InApp 3,350% | Cost ¥185K
Ueno: Bar Hopping in Old Tokyo — Pur 3, Cart 3, InApp 3,850%, Cost ¥32K
BEST CREATIVE
Bar Hopping Ads_cut 1 — Pur 1, Cart 1, InApp 2,400%, Cost ¥110K
Purchase 3 | Cart 4 | InApp 521% | Cost ¥483K
Secret Tokyo Rin 2 - HP — Pur 2, Cart 4, InApp 983%, Cost ¥118K
Shinjuku Backstreets — Pur 1, InApp 2,050%, Cost ¥258K
Purchase 2 | Cart 1 | InApp 388% | CTR 6.4% | CPC ¥18
Asakusa Food Sample — Pur 2, InApp 388%, Cost ¥205K
Highest CTR & lowest CPC. Continue testing with more samples.
Purchase 1 (WEB Conv) | Cart 2 | InApp 182% | Install 246 | Cost ¥316K
Primary creative for APP_INSTALLS campaigns. Highest install volume but not converting to Purchases.
CPI ¥352-394 is efficient, but InApp rate of 182% is less than 1/10th of winning axes.
| Messaging Axis | Cost | Purchase | InApp% | CTR | Verdict |
|---|---|---|---|---|---|
| Kyoto | ¥542,000 | 0 | 125% | 4.9% | STOP |
| Shibuya | ¥400,000 | 0 | 467% | 5.5% | STOP |
| Kawagoe | ¥185,000 | 0 | 0% | 4.1% | STOP |
| Ueno (area) | ¥111,000 | 0 | 67% | 4.7% | STOP |
| Total | ¥1,238,000 | 0 | High CTR but zero conversions — "click collectors" | ||
High in-app engagement AND confirmed purchases. Scale these.
| Creative | Pur | Cart | InApp% | Cost | CPC | Messaging Axis |
|---|---|---|---|---|---|---|
| Ueno: Bar Hopping in Old Tokyo | 3 | 3 | 3,850% | ¥32,462 | ¥77 | Nightlife |
| Bar Hopping Ads_cut 1 | 1 | 1 | 2,400% | ¥110,205 | ¥100 | Nightlife |
| Secret Tokyo Rin 2 - HP | 2 | 4 | 983% | ¥117,739 | ¥294 | Local & Backstreet |
| Shinjuku Backstreets Walking Tour | 1 | 0 | 2,050% | ¥257,911 | ¥31 | Local & Backstreet |
| August tokyo tour ad - HP | 1 | 2 | 540% | ¥194,940 | ¥229 | General |
Confirmed conversions but lower in-app engagement. Optimize and monitor.
| Creative | Pur | Cart | InApp% | Cost | CPC | Messaging Axis |
|---|---|---|---|---|---|---|
| Asakusa Food Sample & Shopping | 2 | 1 | 388% | ¥205,109 | ¥17 | Asakusa Area |
| Omakase Tokyo | 1 | 0 | 2,200% | ¥59,709 | ¥41 | Omakase Plan |
| Yanaka Walking Tour (Creative 2) | 1 | 1 | 130% | ¥39,701 | ¥107 | Yanaka Area |
Driving installs efficiently but not converting to bookings. Campaign objective issue.
| Creative | Install | InApp% | Search | CPI | Messaging Axis |
|---|---|---|---|---|---|
| August Tokyo Tour Ad (iOS) | 108 | 138% | 97 | ¥352 | General |
| August tokyo tour ad (Android) | 98 | 154% | 88 | ¥394 | General |
| Yanaka Tour Ad (Creative 2) | 52 | 119% | 49 | ¥507 | Yanaka Area |
| Secret Tokyo Rin 2 | 12 | 50% | 8 | ¥379 | Local & Backstreet |
| Creative | Cost | CTR | InApp% | Pur | Messaging Axis |
|---|---|---|---|---|---|
| Kyoto_ENG | ¥536,309 | 4.9% | 125% | 0 | Kyoto |
| Shibuya_IMP | ¥390,502 | 5.6% | 467% | 0 | Shibuya |
| KAWAGOE_CV | ¥185,294 | 4.1% | 0% | 0 | Kawagoe |
| UENO_CV | ¥110,962 | 4.7% | 67% | 0 | Ueno |
| Total | ¥1,223,067 | All creatives: Purchase 0 — immediate pause recommended | |||
Comparing how the same creative performs dramatically differently depending on campaign objective (APP_INSTALLS vs OUTCOME_SALES).
| Campaign Objective | InApp% | Purchase | Cart | Cost | Install |
|---|---|---|---|---|---|
| OUTCOME_SALES (via Website) | 983% | 2 | 4 | ¥118K | — |
| APP_INSTALLS | 50% | 0 | 0 | ¥4.5K | 12 |
InApp engagement gap: 19.7x (983% vs 50%)
| Campaign Objective | InApp% | Purchase | Cart | Cost | Install |
|---|---|---|---|---|---|
| OUTCOME_SALES (via Website) | 540% | 1 | 2 | ¥195K | — |
| APP_INSTALLS | 138-154% | 0 | 0 | ¥77K | 206 |
InApp engagement gap: 3.5-3.9x (540% vs 138-154%)
Even with the same creative, users acquired via OUTCOME_SALES (Web → Install) show 3-20x higher in-app engagement. This reconfirms the previous report's finding: "Web-routed installs are 7x higher quality than direct installs."
The issue is not the creative — it's the campaign objective (funnel design).
OUTCOME_SALES campaigns route users through the website first, so they understand the tour content before installing. In contrast, APP_INSTALLS sends users directly to the app store without sufficient information, resulting in shallow in-app behavior. The funnel design (web-first routing) is the key to user quality.
| Hypothesis | Status | Evidence | Next Action |
|---|---|---|---|
| Bar Hopping messaging drives bookings | ✓ Verified | Purchase 4 (#1 across all axes), InApp 3,350% | Increase budget. Scale LP × creative production (Phase 3) |
| Secret Tokyo / Backstreet is TOMOGO!'s strength | ✓ Verified | Purchase 3, InApp 521%, CTR 4.3% | Continue with Rin 2 HP as primary. Create new variations |
| Asakusa food experiences resonate | 🔄 Promising | Purchase 2, CTR 6.4% (highest), CPC ¥18 (lowest) | Continue testing with larger sample size |
| Area-name-only messaging is weak | ✓ Verified (NG) | Kyoto/Shibuya/Kawagoe/Ueno: total ¥1.24M, Purchase 0 | Pause, or pivot to Area + Experience combinations |
| August Tokyo is a versatile creative | ✗ Denied | Highest install volume but only Purchase 1. Low InApp rate | Keep for APP_INSTALLS; replace with S-Tier for OUTCOME_SALES |
| Omakase Plan captures high-value users | 🔄 Promising | Purchase 1, InApp 2,200%. Tour price ¥27,277 (highest) | Insufficient sample. Increase budget to validate |
Pause targets:
Kyoto_ENG (¥536K) + Shibuya_IMP (¥400K) + KAWAGOE_CV (¥185K) + UENO_CV (¥111K) = ¥1.23M/month freed
Reallocate to:
Ueno Bar Hopping / Secret Tokyo Rin 2 HP / Bar Hopping Ads / Asakusa Food
1st: Bar Hopping (Ueno / Shinjuku / Asakusa) → LP + 3 new creatives
2nd: Secret Tokyo → expand to new areas (Koenji / Shimokitazawa, etc.)
3rd: Omakase Plan → target high-value users
August Tokyo drives volume but has low InApp rate. Create APP_INSTALLS versions of S-Tier creatives (Ueno Bar Hopping, etc.) and test.
Hypothesis: Creatives with specific experience messaging will drive better post-install behavior.
| # | Action | Impact | Priority |
|---|---|---|---|
| 1 | Immediately pause 4 Tier C creatives | ¥1.23M/mo freed | P0 |
| 2 | Concentrate budget on Ueno Bar Hopping / Secret Tokyo Rin 2 HP | Expected Purchase increase | P0 |
| 3 | Produce Bar Hopping LP + 3 new creatives | — | P1 |
| 4 | Test Secret Tokyo in new areas (Koenji / Shimokitazawa) | — | P1 |
| 5 | Create & test APP_INSTALLS versions of S-Tier creatives | — | P2 |
| 6 | Increase Omakase Plan budget for validation | — | P2 |