Duolingo · B2C · language learning app
Count ad complaints per million users and compare them to other complaints
Missing-course complaints were 3x ad complaints; ads launched
Workedanalytics-attributioncustomer-support
What they did
Before deciding to launch ads in 2016, quantified complaints and negative reviews about ads per million DAU and compared them to complaints about other topics (e.g. a missing language course), alongside neutral retention in A/B tests.
What happened
Complaints about a missing course were about 3x ad complaints, which gave confidence to launch ads.
- Stage
- 2016
In their words
Sub Club by RevenueCat · Why Your Free Users Are Your Real Growth Engine – Cem Kansu, Duolingo CPO“And when you looked at our community's complaint volume, if you quantify that, for example, per a million DAUs, how many ad complaints are there or add negative reviews, however you want to count that, versus other topics?”
Related topics
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