Sarucrew operates in one of Japan's most distinctive mobile categories: the online trading-card marketplace, where collectors buy, open, and trade cards through the app. It's a high-intent, high-consideration vertical, and one where an install is only as valuable as the purchase that succeeds it. That shaped the mandate: RZR's primary goal was to acquire high-quality new users — specifically first-time purchasers — and to drive long-term retention and in-app spending, prioritizing users with strong lifetime-value potential rather than installs alone, with performance measured against three KPIs: first-purchase CAC, D1 ROAS, and D7 ROAS.

The bar rose again a few months in, when the client removed view-through attribution (VTA) from the campaign entirely. VTA had been part of the attribution model initially, but was later dropped completely and performance held regardless. RZR maintained results without it, demonstrating the strength of the campaign beyond attribution-assisted numbers.