Real Challenges
Smarter Solutions
Real growth stories

Explore real campaign challenges, optimization decisions and verified outcomes across industries.

All
Fintech
Gaming
Entertainment

When acquisition volume and user value pull in different directions.

Geography: India · Inventory: In-app + DSP

Objective — Drive users who make a first deposit and trade after KYC.

Some sources delivered stronger trading activity but fewer first deposits, while others delivered more first deposits with weaker trading activity. The challenge was not simply to maximize installs, it was to find a balance between the two KPIs.

SOURCE A

→ Strong trading
→ Lower deposits

SOURCE B

→ Strong deposits
→ Lower trading

Performance was optimized at the sub-source level, rebalancing sources based on performance across both KPIs rather than either one in isolation.

231,486

Installs

23%

Install → Account Opening

3.8%

P360

The cheapest acquisition event isn’t always the most valuable one. Performance needs to be evaluated further down the funnel when the business outcome sits beyond the install.

The highest-volume source isn't automatically the strongest source.

Geography: India · Inventory: In-app + DSP + DMP

Objective — Drive account openings while maintaining downstream trading activity.

Some sources generated strong trading activity with fewer account openings, while others generated more account openings with comparatively weaker trading activity, two outcomes the campaign needed to achieve simultaneously.

Sub-source optimization identified the right balance between account-opening volume and downstream trading quality, illustrating why optimization cannot rely on a single top-line KPI.

695,803

Installs

21%

Install → Account Opening

49%

D7 Retention

The strongest source isn’t necessarily the one with the highest conversion volume, it’s the one that contributes to the business outcome the campaign is actually trying to create.

The first conversion isn't always the final measure of success.

Geography: India · Inventory: In-app + DSP + DMP

Objective — Drive maximum users through OTP registration.

Registration was the immediate event, but the intended user journey extended beyond it, the campaign needed to balance registration volume with downstream user quality.

Performance was evaluated beyond the initial install and optimized at the sub-source level to identify stronger-performing sources with downstream quality in mind.

139,883

Installs

55%

Install → Registration

24%

Install → Account Opening

The event you optimize for shapes the users you acquire. Acquisition should be connected to the meaningful actions that follow it.

Finding the right inventory for a tightly validated campaign.

Geography: UK + Canada · Inventory: In-app + DSP + OEM + CTV

Objective — Drive first-deposit users through a first-deposit acquisition campaign.

The campaign carried strict validation requirements, meaning multiple in-app and programmatic inventory sources needed to be tested before a suitable mix could be identified.

Sources were evaluated across multiple inventory environments like in-app, programmatic, OEM and CTV, before scaling behind the combination that met validation requirements while continuing to deliver first-deposit users.

≈58,400

Installs

1.3%

Install → First Deposit

When validation requirements are strict, the right inventory mix matters more than the size of any single source. Testing across environments before scaling protects campaign quality.

Registration-led acquisition with downstream first-deposit activity.

Geography: UK · Inventory: In-app + DSP + OEM + CTV

Objective — Drive registrations that progress through eKYC toward a first-time deposit.

Registration alone was an incomplete signal, the campaign needed to be judged on how many registered users went on to clear eKYC and make a first-time deposit.

Performance was tracked past registration and into the eKYC and deposit stages, with budget shifted toward sources that carried users furthest down that path.

≈61,750

Installs

1.7%

Install → First-Time Deposit

A registration is a milestone, not an outcome. Following the journey through eKYC to deposit reveals which sources actually deliver committed users.

Balancing first-deposit users with ongoing gaming activity.

Geography: UK · Inventory: In-app + DSP + CTV + OEM

Objective — Drive first-deposit users while sustaining ongoing gaming activity.

Sources that delivered first-deposit users at scale didn’t always sustain gaming activity afterward, requiring the campaign to be evaluated on more than the deposit event alone.

Sub-source optimization balanced first-deposit users against continued gaming activity, supported by additional manual reporting to inform scaling decisions.

≈59,600

Installs

1.1%

Install → First Deposit

A first deposit is a strong signal, but not the whole picture. Manual reporting alongside automated tracking helped confirm which sources kept users active after the deposit.

First-deposit acquisition in a new market.

Geography: United States · Inventory: In-app + DSP + OEM + CTV

Objective — Drive first-time deposits through a first-deposit acquisition campaign.

Entering a market at scale meant identifying which sources could deliver first-time depositing users reliably across a much larger volume of installs.

Performance was tracked from install through to first-time deposit across in-app, programmatic, OEM and CTV inventory, with spend concentrated behind the sources showing the clearest path to deposit.

≈62,300

Installs

1.5%

Install → First-Time Deposit

Higher install volume doesn’t automatically translate into a proportionally higher deposit rate. Scale and quality need to be evaluated together, especially in a new market.

First-deposit acquisition after eKYC.

Geography: UK · Inventory: In-app + DSP + OEM + CTV

Objective — Drive first-time deposits following successful eKYC completion.

Because subsequent deposit activity wasn’t available in real time through the attribution setup, later-stage performance had to be evaluated using offline CRM data rather than live event tracking.

First-time deposit performance was optimized in real time, while offline CRM data was used to cross-check downstream deposit behaviour and inform which sources to scale.

≈60,850

Installs

1.8%

Install → First-Time Deposit

Not every downstream signal arrives in real time. Combining attribution data with offline CRM data can fill the gaps that live tracking alone can’t cover.

Scaling reach without losing sight of trial conversions.

Geography: India · Inventory: In-app + programmatic

Objective — Drive high-intent OTT users from acquisition through to free-trial conversion.

The campaign required significant top-of-funnel scale, but installs alone were not the measure of success. The challenge was to reach a large audience while continuing to drive users further down the funnel toward trial conversion.

The campaign was built for scale across high-volume inventory, while performance was evaluated beyond the install. Attribution data was used to track the journey from clicks and installs through to trial conversion, allowing the campaign to balance reach with downstream intent.

141,075

Installs

0.86%

Click → Install

18%

Free Trial → Subscription

Scale and quality do not have to be treated as separate goals. A high-volume acquisition strategy becomes more valuable when the journey beyond the install is measured and optimized.

Turning targeted acquisition into high-intent trial activity.

Geography: India · Inventory: In-app + programmatic

Objective — Acquire highly relevant OTT users and drive them toward trial initiation.

The campaign needed to prioritize audience relevance and conversion efficiency rather than simply maximize acquisition volume. The key challenge was identifying traffic that could move efficiently from click and install into meaningful trial activity

Creative targeting and source-level performance were evaluated against downstream trial activity. The campaign focused on identifying high-performing audience and inventory combinations and directing scale toward sources demonstrating stronger click-to-install efficiency and deeper funnel engagement.

63,075

Installs

20%

Install → Free Trial

16%

Free Trial → Subscription

More traffic does not necessarily mean better performance. When the objective is meaningful conversion, audience relevance and traffic quality can matter more than raw acquisition volume.

When acquisition volume and user value pull in different directions.

Geography: India · Inventory: In-app + DSP

Objective — Drive users who make a first deposit and trade after KYC.

SOURCE A

→ Strong trading
→ Lower deposits

SOURCE B

→ Strong deposits
→ Lower trading

Performance was optimized at the sub-source level, rebalancing sources based on performance across both KPIs rather than either one in isolation.

231,486

Installs

23%

Install → Account Openin

3.8%

P360

The cheapest acquisition event isn’t always the most valuable one. Performance needs to be evaluated further down the funnel when the business outcome sits beyond the install.

The highest-volume source isn't automatically the strongest source.

Geography: India · Inventory: In-app + DSP + DMP

Objective — Drive account openings while maintaining downstream trading activity.

Sub-source optimization identified the right balance between account-opening volume and downstream trading quality, illustrating why optimization cannot rely on a single top-line KPI.

695,803

Account Installs

21%

Install → Account Opening

49%

D7 Retention

The strongest source isn’t necessarily the one with the highest conversion volume, it’s the one that contributes to the business outcome the campaign is actually trying to create.

The first conversion isn't always the final measure of success.

Geography: India · Inventory: In-app + DSP + DMP

Objective — Drive maximum users through OTP registration.

Registration was the immediate event, but the intended user journey extended beyond it, the campaign needed to balance registration volume with downstream user quality.

Performance was evaluated beyond the initial install and optimized at the sub-source level to identify stronger-performing sources with downstream quality in mind.

139,883

New Installs

55%

Install → Registration

24%

Install → Account Opening

The event you optimize for shapes the users you acquire. Acquisition should be connected to the meaningful actions that follow it.

Finding the right inventory for a tightly validated campaign.

Geography: UK + Canada · Inventory: In-app + DSP + OEM + CTV

Objective — Drive first-deposit users through a first-deposit acquisition campaign.

The campaign carried strict validation requirements, meaning multiple in-app and programmatic inventory sources needed to be tested before a suitable mix could be identified.

≈58,400

Installs

1.3%

Install → First Deposit

When validation requirements are strict, the right inventory mix matters more than the size of any single source. Testing across environments before scaling protects campaign quality.

Registration-led acquisition with downstream first-deposit activity.

Geography: UK · Inventory: In-app + DSP + OEM + CTV

Objective — Drive registrations that progress through eKYC toward a first-time deposit.

Registration alone was an incomplete signal, the campaign needed to be judged on how many registered users went on to clear eKYC and make a first-time deposit.

Performance was tracked past registration and into the eKYC and deposit stages, with budget shifted toward sources that carried users furthest down that path.

≈61,750

Installs

1.7%

Install → First-Time Deposit

A registration is a milestone, not an outcome. Following the journey through eKYC to deposit reveals which sources actually deliver committed users.

Balancing first-deposit users with ongoing gaming activity.

Geography: UK · Inventory: In-app + DSP + CTV + OEM

Objective — Drive first-deposit users while sustaining ongoing gaming activity.

Sources that delivered first-deposit users at scale didn’t always sustain gaming activity afterward, requiring the campaign to be evaluated on more than the deposit event alone.

Sub-source optimization balanced first-deposit users against continued gaming activity, supported by additional manual reporting to inform scaling decisions.

≈59,600

Installs

1.1%

Install → First Deposit

A first deposit is a strong signal, but not the whole picture. Manual reporting alongside automated tracking helped confirm which sources kept users active after the deposit.

First-deposit acquisition in a new market.

Geography: United States · Inventory: In-app + DSP + OEM + CTV

Objective — Drive first-time deposits through a first-deposit acquisition campaign.

Entering a market at scale meant identifying which sources could deliver first-time depositing users reliably across a much larger volume of installs.

Performance was tracked from install through to first-time deposit across in-app, programmatic, OEM and CTV inventory, with spend concentrated behind the sources showing the clearest path to deposit.

≈62,300

Installs

1.5%

Install → First-Time Deposit

Higher install volume doesn’t automatically translate into a proportionally higher deposit rate. Scale and quality need to be evaluated together, especially in a new market.

First-deposit acquisition after eKYC.

Geography: UK · Inventory: In-app + DSP + OEM + CTV

Objective — Drive first-time deposits following successful eKYC completion.

Because subsequent deposit activity wasn’t available in real time through the attribution setup, later-stage performance had to be evaluated using offline CRM data rather than live event tracking.

First-time deposit performance was optimized in real time, while offline CRM data was used to cross-check downstream deposit behaviour and inform which sources to scale.

≈60,850

Installs

1.8%

Install → First-Time Deposit

Not every downstream signal arrives in real time. Combining attribution data with offline CRM data can fill the gaps that live tracking alone can’t cover.

Scaling reach without losing sight of trial conversions.

Geography: India · Inventory: In-app + programmatic

Objective — Drive high-intent OTT users from acquisition through to free-trial conversion.

141,075

Installs

0.86%

Click → Install

18%

Free Trial → Subscription

Scale and quality do not have to be treated as separate goals. A high-volume acquisition strategy becomes more valuable when the journey beyond the install is measured and optimized.

Turning targeted acquisition into high-intent trial activity.

Geography: India · Inventory: In-app + programmatic

Objective — Acquire highly relevant OTT users and drive them toward trial initiation.

63,075

Installs

20%

Install → Free Trial

16%

Free Trial → Subscription

More traffic does not necessarily mean better performance. When the objective is meaningful conversion, audience relevance and traffic quality can matter more than raw acquisition volume.

Have a growth challenge worth solving?

Tell us what you’re trying to move.

Real Challenges Smarter Solutions Real growth stories

When acquisition volume and user value pull in different directions.

SOURCE A

SOURCE B

231,486

23%

3.8%

The highest-volume source isn't automatically the strongest source.

695,803

21%

49%

The first conversion isn't always the final measure of success.

139,883

55%

24%

Finding the right inventory for a tightly validated campaign.

≈58,400

1.3%

Registration-led acquisition with downstream first-deposit activity.

≈61,750

1.7%

Balancing first-deposit users with ongoing gaming activity.

≈59,600

1.1%

First-deposit acquisition in a new market.

≈62,300

1.5%

First-deposit acquisition after eKYC.

≈60,850

1.8%

Scaling reach without losing sight of trial conversions.

141,075

0.86%

18%

Turning targeted acquisition into high-intent trial activity.

63,075

20%

16%

When acquisition volume and user value pull in different directions.

SOURCE A

SOURCE B

231,486

23%

3.8%

The highest-volume source isn't automatically the strongest source.

695,803

21%

49%

The first conversion isn't always the final measure of success.

139,883

55%

24%

Finding the right inventory for a tightly validated campaign.

≈58,400

1.3%

Registration-led acquisition with downstream first-deposit activity.

≈61,750

1.7%

Balancing first-deposit users with ongoing gaming activity.

≈59,600

1.1%

First-deposit acquisition in a new market.

≈62,300

1.5%

First-deposit acquisition after eKYC.

≈60,850

1.8%

Scaling reach without losing sight of trial conversions.

141,075

0.86%

18%

Turning targeted acquisition into high-intent trial activity.

63,075

20%

16%

Have a growth challenge worth solving?

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Real Challenges
Smarter Solutions
Real growth stories