At the moment that matters most,
make it personal.
The same link. Now, a different experience for every user.
Where deep links once provided a destination,
CUE brings context about the person arriving.
One link can open an experience tailored to each user.
One ad, a first experience for each user.
The first few minutes after install matter
What happens next starts here.
Retention, purchases, and lifetime value begin in these first few minutes.
The journey of 1,000 new users
The users who stay through these first minutes
go on to drive most of your retention, purchases, and lifetime value.
That is when personalization can have
its greatest impact.
77%
Day 1 churn
Greatest
Personalization impact
2–5K KRW
Cost per install
The problem: your app does not know the user yet
Before your app can learn who they are,
most users have already left.
With no in-app activity yet, your app knows almost nothing about this user.
1,000 users
New users acquired through paid ads
100 users (10%)
Users left by the time in-app signals start to accumulate
0 events
In-app events available for this user at first open
The bridge that made this moment possible
For a long time, the only bridge
was the deep link.
It connected the ad a user saw to a screen inside your app.
It was the personalization available at that moment.
That was the role of the deep link.
Before the app: the ad
A user has just responded to this ad.
Deep Link
The only bridge
Inside the app: the destination
The matching product page opens directly.
This bridge made the first experience flow from the ad into the app.
But that bridge had a limit
A deep link can only
take you so far.
One link, one page.
Even if 100 different people click it, they all see the same first screen.
You also need to decide which link opens which screen
and configure that mapping in advance for every campaign.
100 different users, one shared ad
Same deep link
Same first screen
One screen, whoever arrives
Every user is different.
Their likelihood to buy, interests, and risk of leaving all vary.
Yet at first open, your app cannot see those differences.
A deep link does not tell it who the user is.
Miss these first minutes, and
nine out of ten users never return.
Personalization needs to reach the moment when it can matter most.
Your app needs to understand the user from the very first open.
A new approach: Airbridge CUE
When a user opens your app,
their context is already there.
Same link, different experiences. Personalization starts at first open.
100 different users, one shared ad
CUE
At first open, CUE gives your app context about the user:
where they came from and what they are likely to do next.
Your app can use that context to respond differently to each user.
From the page they land on to the screen they see and the CRM message they receive.
What can you do with Airbridge CUE?
Four fields, one at a time.
Four fields in one response. Here is how your app and marketing stack can use each one.
User ID
The key to identifying the same user across your marketing tools.
How to use it
- •Sync user attributes in Braze or Firebase using this ID
- •Tag GA4 or Amplitude sessions with user_id
- •Use it as an audience matching key on ad platforms
Last ad
The ad the user responded to before opening the app, including its channel, campaign, and creative.
How to use it
- •Carry the ad experience onto the home screen: a sale ad leads to a sale collection
- •Keep the advertised brand in the first row of the feed
- •Tailor CRM copy to the ad creative
3-day purchase likelihood
How likely a user is to purchase within the next three days, in high, medium, and low tiers.
How to use it
- •High: lead with a premium offer
- •Medium: keep a first-purchase coupon banner visible
- •Low: start with a free trial or a lower-priced offer
3-day churn likelihood
How likely a user is to leave the app within the next three days, in the same three tiers.
How to use it
- •High: trigger a reminder push the next morning
- •High churn and purchase likelihood: use a purchase recovery sequence
- •Low: reduce ad remarketing spend
How can CUE estimate purchase and churn likelihood before a user has done anything in your app?
How can CUE understand users at first open?
Users arrive with context.
Before opening your app, users have already left clues about themselves.
The channel, the creative, how often they saw it, and the time from click to install.
These signals accumulate before the first app open.
CUE reads these signals and brings their context into your app at first open.
Two examples show how these signals can distinguish users.
Example 1: ad exposure frequency
4×
User A’s day-7 purchase rate is 4× User B’s.
Exposure patterns alone can reveal different levels of intent.
Example 2: time from click to install
3×+
User C’s day-7 purchase rate is over 3× User D’s.
Time from click to install can reveal a difference in intent.
Hundreds of signals like these accumulate across ad channels.
Until now, we have mostly seen them in yesterday’s reports.
CUE brings them into the app at today’s first open.
What can your app do with that context?
Here are four examples.
What does this come down to?
It starts with how you segment your users.
Build segments using the four fields CUE provides.
Go granular with a hundred segments, or start with three or four broad groups.
CUE gives you a way to personalize from the first open.
Create the different experiences a static deep link could not provide.
Broad segments
Three or four broad segments keep rules simple and experiments quick.
Granular segments
Dozens or hundreds of detailed segments enable more precise personalization.
Put the context to work.
Four ways to use CUE.
Use the fields CUE provides to give each segment a different experience.
Here are four examples.
Make the home screen a sale landing page.
First screen
Adapt the paywall to each player.
High purchase likelihood
Lead with a premium offer.
High churn risk
Start with rewarded ads.
Skip onboarding. Go straight to the show in the ad.
Skip onboarding
Skip onboarding and play the first episode of the show from the ad.
Skip onboarding
Skip onboarding and play the first episode of the show from the ad.
Bring users back beyond the app.
Braze sequence
Segment: sale visitors at risk of churn
Channel: push → inbox
Timing: the next morning
Where else can you use it?
Different apps, the same opportunity.
Across categories, users make important decisions in the first few minutes.
Here are a few ways to respond.
Ecommerce
Open with the sale catalog, feature the advertised brand, and show a buy-now CTA
Food delivery
Send a reminder 30 minutes before the dinner rush and apply the advertised coupon
Fintech
Open a simplified home screen, start with a free assessment, and schedule a next-morning reminder
Gaming
Feature the season pass right after the tutorial and prioritize a premium starter pack
OTT
Skip onboarding, play episode one of the advertised season, and show a premium subscription CTA
Beauty
Fill the first home-screen view with the brand’s new arrivals
Health & fitness
Invite new users to a 30-day challenge at first open to encourage retention
Travel
Feature Jeju deals on the home screen and recommend short-trip booking options
The context can work beyond your app, too.
The same response can flow through your marketing stack.
Where can this context go?
Call once, use it across your stack.
One response can inform actions across your marketing stack.
GET /v1/context
Context API
One response
In your app
First-screen routing
CRM
Segments and push
Analytics
Session properties
Advertising
Retargeting audiences
The next chapter is on its way.
Soon, you will be able to leave the rules to CUE.
Today, you decide which experience to show each user.
Next, you will provide the options, and CUE will learn how to choose between them.
Before
Deep link
One predefined page for each link.
Today
Airbridge CUE
Design your own routing rules using four fields.
Up next
Auto Experiment
You will define the options; learning will find the rules.
Auto Experiment preview
You will define the options
No manual rules, conditions, or routing code
Causal ML
CUE will learn to choose
CUE will select an option for each user
Without writing the rules, you will be able to personalize.
Marketers will be able to focus on the results.
Causal ML will evaluate outcomes, and reinforcement learning will use those results to inform the next decision.
Contact
Be among the first to explore CUE.
Take the next step beyond static deep links.
Give every user an experience that fits.
Already using Airbridge? One setup guide walks you through the integration.
Talk to our teamWe will get back to you within two business days.