CHALLENGE
Multipolls is a growing app that provides users with opportunities to earn supplemental income through quick, engaging polls. The app had carved out a niche in the market, attracting users interested in maximizing their spare time while generating small but reliable earnings. However, as the app’s user base expanded, the team faced challenges in scaling their acquisition strategy efficiently while maintaining profitability.
At the time we started working together, Multipolls relied heavily on a single advertising channel – Google Ads – limiting their ability to scale quickly or diversify risks.
With an ambitious goal to double revenue, the pressure to strike the right balance between scaling spend and maintaining strong ROAS became a major challenge. Additionally, the lack of advanced tracking solutions made it difficult to measure performance accurately and understand user behavior over time.
LACK OF TRACKING AND MEASUREMENT TO SCALE EFFICIENTLY
BALANCING SCALE AND PROFITABILITY TO ENSURE CONTINUOUS GROWTH
OVER-RELIANCE ON GOOGLE ADS HINDERING GROWTH OPPORTUNITIES
SOLUTIONS
IMPLEMENTED MMP FOR ACCURATE TRACKING
We successfully implemented Singular as the Mobile Measurement Partner (MMP), enabling precise tracking and comprehensive insights. This setup allowed Multipolls to better attribute user actions, analyze campaign performance, and identify key optimization opportunities. By improving visibility into their acquisition funnel, we ensured data accuracy and laid the foundation for scaling efforts with confidence.
DEEP COHORT ANALYSIS FOR PROFITABILITY
When margins were impacted, we conducted an in-depth data analysis to identify the sweet spot for scaling while maintaining profitability. This process involved analyzing user cohorts to predict long-term results, aligning conversion windows to anticipate ROI, and optimizing campaigns based on actionable insights. By understanding how cohorts performed over time, we were able to acquire higher-quality users and maximize ROAS.
DIVERSIFIED ADVERTISING ACROSS CHANNELS
To reduce reliance on Google Ads and unlock new growth, we expanded acquisition efforts into additional channels, including TikTok, Moloco, Facebook, Jampp, and Xiaomi. This diversification strategy not only scaled ad spend effectively but also reduced risk by tapping into varied audience segments. Additionally, we optimized creatives, such as implementing UGC-driven Spark Ads on TikTok, to drive engagement and improve revenue.
COMMUNICATION
STRATEGY
Our communication strategy focused on leveraging data-driven insights to optimize campaign performance while enhancing creative impact. By implementing a UGC-driven approach, particularly on TikTok with Spark Ads, we created engaging and relatable content that resonated with target audiences. This strategy extended across all channels, where we continuously tested and refined creatives to combat fatigue and maintain user interest. Combined with adjustments to attribution windows on Google Ads, this approach ensured that campaigns were aligned with profitability goals and optimized for long-term ROI.
LOCALIZED CREATIVE TESTING FOR GLOBAL SCALE
To maximize reach and performance, we implemented a robust creative testing framework across Meta and Google. By designing and localizing multiple banner variations, we tailored messaging to resonate with diverse audiences across geographies.
IMPACTFUL CHANGES
COHORT-DRIVEN OPTIMIZATION
We conducted in-depth cohort analysis to better understand user behavior over time and predict profitability. This allowed us to adjust conversion windows on Google Ads for improved optimization and to acquire higher-quality users. By aligning performance metrics with ROI goals, we were able to sustain long-term profitability while scaling ad spend effectively.
MULTI-CHANNEL EXPANSION
To reduce reliance on a single channel, we diversified user acquisition efforts by introducing TikTok, Moloco, Facebook, Jampp, and Xiaomi into the mix. This expansion unlocked new audience segments and enabled us to achieve consistent ROAS across geographies, ultimately driving significant revenue growth while minimizing risk.
CREATIVE ITERATION SUCCESS
We introduced a UGC-driven creative strategy, particularly leveraging TikTok Spark Ads, to boost engagement and performance. Iterative testing across all channels ensured that creatives resonated with target audiences, reducing fatigue and maintaining relevance. These actions directly contributed to improving ROAS, which peaked at 273% in the best-performing month.
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