A crypto wallet app at 3.4× ROAS across MENA and SEA
A self-custody wallet needed verified signups, not installs. We rebuilt tracking around the first funded transfer and cut every source that could not produce one.
Client: Crypto wallet app (confidential)
The challenge
The app was buying installs at scale, but activation was poor: users opened the app once and never funded a wallet. Install-to-funded-transfer ratios varied wildly by source, and the team had no sub-ID visibility to tell which inventory was worth buying.
The approach
We split push and in-page push into separate campaigns per market, wired S2S postbacks to the first funded transfer, and rebuilt creative around three concrete angles: fee-free transfers, local currency support and a two-minute setup. Sources that produced installs without funding were cut within 48 hours. Creative was localised by market rather than machine-translated.
What we would do differently
No campaign is perfect. In this account we would start source-level cuts one week earlier and ship local-language creative for the second-largest GEO before scaling spend. Both would have shortened the path to the target cost per event.
The difference was tracking we could act on. We finally knew which source funded wallets and which one just delivered installs.
Let’s build your version of this.
We will map the offer to the formats and sources most likely to produce your target event.
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