Centralising Meta, TikTok & Google Data
Overview
Fitafy needed clarity on advertising performance.
Obstacle
Incomplete data, siloed sources and fuzzy ROI.
Outcome
Granular campaign performance in automated reports.
Background
Fitafy, a fitness-focused dating app, faced significant challenges in gaining clarity on their marketing performance as they sought to scale their digital spend. The reduced tracking visibility caused by iOS14 updates complicated their ability to identify which campaigns and creatives were driving high-quality user acquisition. For an app targeting a niche audience of fitness enthusiasts, ensuring that their marketing efforts reached the right users was critical…
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 examining the customer journey and the typical usage patterns within the Fitafy app. Through heuristic analysis, we identified the common lifecycles of users, mapping their behaviours and interactions over time.
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 first-party data, we developed a model to calculate deterministic marketing ROI while accounting for the complexities introduced by Apple’s App Tracking Transparency (ATT) framework. We extrapolated probabilistic outcomes that factored in ATT consent rates and other variables.
The Proof Is In The Numbers...
12
45%
6
Implementation
Interactive Dashboards: Our centralised marketing performance dashboard offered Fitafy a single source of truth, consolidating insights from all channels.
Channel Optimisation: These insights revealed a critical realisation: the platform generating the most leads wasn’t necessarily delivering high-value, long-retention users. This shift in perspective allowed Fitafy to focus on channels that drove sustainable growth and long-term value and saw major changes in budget allocation.
