Fitafy - 173tech

Marketing Analytics

Unifying advertising data to cut CAC by 45%

Overview

Fitafy needed a clear, reliable picture of their advertising performance to scale efficiently.

Obstacle

Fragmented data, tracking limitations, and inconsistent ROI metrics clouded decision-making.

Outcome

A unified data model empowering smarter spend and a 45% reduction in CAC.

Background

Fitafy, a dating app for fitness enthusiasts, was scaling its digital marketing across Meta, TikTok, and Google but lacked the visibility to understand what was truly driving growth.

Post-iOS14 tracking restrictions and fragmented data across platforms left the team unsure which campaigns and creatives attracted high-value users. For a niche audience like Fitafy’s, precision in targeting and spend was crucial to sustainable acquisition.

Challenges

Low Trust: The collaboration between Fitafy and their marketing agency was hampered by misaligned metrics. For example, while the agency reported generating 14 conversations, Fitafy could only identify 10 within their internal systems. This discrepancy highlighted the need for a single source of truth to ensure all parties were working with consistent and accurate data.

Privacy Updates: The evolving landscape of data privacy, particularly changes introduced by iOS14, added a layer of complexity to Fitafy’s marketing performance. These updates created a “fuzziness” in campaign tracking, making it harder to gauge effectiveness.

Siloed Data: Google, Facebook, and TikTok data were all operating in isolation, creating significant challenges for Fitafy’s marketing efforts. While the marketing agency managing these platforms could optimise performance within each channel, they lacked visibility into how the platforms collectively contributed to the app’s success.

Solution

Customer Journey: We began by analysing the Fitafy user lifecycle, from ad engagement to app registration and retention, identifying key behavioural milestones that defined user quality and long-term value.

One Source Of Truth: To overcome the challenges of siloed data, we combined and homogenized performance data from Google, Facebook, and TikTok. This process involved deduplication and creating like-for-like comparisons across all levels, down to individual creative assets. By integrating these insights, Fitafy gained a comprehensive view of campaign effectiveness across platforms.

Data Modelling: Leveraging Fitafy’s first-party data, we built a deterministic ROI model that accounted for Apple’s App Tracking Transparency (ATT) framework. Probabilistic adjustments were introduced to model performance across users who opted out of tracking, restoring confidence in overall performance metrics.

Impact

Interactive Dashboards: We deployed dynamic dashboards consolidating Meta, TikTok, and Google data into a single interface. This gave both Fitafy and their agency real-time visibility into campaign performance, user acquisition quality, and ROI.

Smarter Channel Optimisation: Unified insights revealed that the channel driving the highest lead volume was not delivering the most valuable users. This led to a strategic reallocation of budget toward channels and creatives that drove stronger retention and engagement, shifting Fitafy’s focus from volume to value.

Scalability: Fitafy moved from fragmented, inconsistent reporting to a cohesive, data-driven marketing strategy. With unified analytics, they achieved transparency, accountability, and efficiency, reducing acquisition costs by nearly half while improving user quality across every channel.