Drive app installs in Android phones in the whole population, across India.

Younger generation would be easier to convert, and within that group, males would be more likely to download the app.

• Five-year age bands created, starting from 18-25, 25-30 and so on for both males/females.
• Retargeting of people who clicked on the ad but did not download.
• Optimisation based on the segments that converted best on a cost per

1 lakh app installs in 2 weeks.