Deezer · B2C · music streaming app
Keep paying for install and reach ads even when they don't show direct sales
Lift tests showed a much bigger boost to sales campaigns than expected
Workedpaid-socialanalytics-attribution
What they did
Runs upper-funnel digital campaigns optimized for installs (not paying subs) or for reach and frequency, and uses incrementality tests to find the right investment level and their effect on conversion campaigns. Tests showed these campaigns lift the performance campaigns far more than expected, so investment continues despite no short-term measurable return. Brand campaigns are not judged by on/off switching because their effect is slow.
What happened
Incrementality tests confirmed upper-funnel campaigns have a much larger impact on performance campaigns than assumed; conversion campaigns only amplify existing demand.
- Stage
- scale
In their words
Sub Club by RevenueCat · Level Up Your App Marketing: Measurement, Brand-Building, and Taking Risks — Sherina Khalidi, Deezer“all the campaigns that we do that are more upper funnel, like campaigns that will optimize based on installs and not necessarily paying subs, we knew that it had an impact that was not so easy to measure on our performance campaign, but we did not imagine how much.”
“So, it's, it really confirmed the absolute necessity to keep investing on upper funnel campaigns, even though they won't have a short-term impact.”
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