Introducing IMVU

IMVU is a leading social metaverse app where millions of users express themselves and connect through customizable 3D avatars, virtual worlds, and live interactions. As a mobile-first platform competing in the crowded gaming and social space, IMVU needed a scalable way to acquire high-value users and prove real performance beyond traditional attribution.

CTV expansion hit a measurement gap

IMVU wanted to expand into Connected TV (CTV) to drive app installs and in-app purchases, but faced a common industry problem: Mobile Measurement Partner (MMP) attribution was undercounting CTV impact. Last-touch models failed to capture Vibe’s influence higher in the funnel, making it difficult to justify budget and measure true incremental value.

Targeted CTV campaigns with real measurement

IMVU partnered with Vibe.co to launch CTV campaigns targeting high-intent audiences at scale. To validate performance, IMVU worked with MetricWorks, an incrementality measurement platform, to move beyond last-touch attribution and measure Vibe’s true impact on downstream conversions.

MetricWorks used a Bayesian incrementality model to isolate Vibe’s contribution to D7 Purchases, the KPI identified as the strongest predictor of real revenue impact.

CTV drove more purchases than expected

Over a four-month period, MetricWorks uncovered significant hidden value from Vibe.co:

“Working with Vibe and MetricWorks gave us a clearer picture of CTV’s true impact. The incrementality insights helped us confidently scale what was already driving real business results.”
— Alex, IMVU

Conclusion

By combining Vibe.co’s CTV reach with MetricWorks’ incrementality measurement, IMVU unlocked a more accurate view of performance. The results proved what last-touch attribution missed: CTV doesn’t just assist conversions, it drives them.

For app and gaming marketers looking to scale user acquisition with confidence, Vibe.co delivers measurable, incremental growth.