Simply · B2C · creative hobby learning apps
Switch off app ads in one country and web ads in another to spot overlap
Showed where apps and channels cannibalized each other; no numbers
Workedanalytics-attributionexperimentation
What they did
Mid-2025 test: turned off app campaigns in one geo and web-to-app campaigns in another, then watched organic traffic and interactions between apps and between iOS/Android versions of the same app to identify cannibalization. Goal is enough truth in CAC modeling to decide where to put the next dollar, not perfect attribution.
What happened
Able to pin down where cannibalization did or did not happen.
In their words
Sub Club by RevenueCat · How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply“we turned off app campaigns on a certain geo. We turned off web campaigns on another geo and we started seeing what happens to the organic traffic”
“So, it's not about perfect attribution, but it's about enough understanding of where you want to put your next dollar when you spend.”
Related topics
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