What we measured, and what changed.

01 / client

An Australian taxi company

More calls, at less than half the cost, by telling Google which callers paid.

A taxi company paying for search advertising that produced phone calls, with no way of knowing which calls became rides and which were wrong numbers, competitors, or people asking the time.

+27%

more booking callsclient

−56%

lower cost per callclient

$2.10

average cost per clickaustralia

02 / our own app

Zip VPN

Our own app, measured the way we would measure yours.

A free VPN serving around 20,000 users a day, paid for by ads, with no clear answer to the questions that mattered: which locations people actually wanted, where a session ended, and how the ads were being met.

20,000

users a dayour app

300,000

events a dayour app

20%

of users come backour app

03 / our own app

Ludo Arena

Meta advertising for our own game, judged on what players do after the install.

A multiplayer game with 30,000 players a day, acquiring more through Facebook and Instagram advertising, where an install is the cheapest thing to buy and the least useful thing to count.

$0.03

cost per installmeta ads

1.2M

events a dayour app

30,000

players a dayour app