The Company
One of India’s largest government exam preparation company headquartered in Bangalore. Oliveboard has two other large portfolios alongside, one being practice mock and the other being Skholar. Has over 9 million users across 28 states and 2000 cities & towns across India.
The Challenge
The entire analytics ecosystem was not giving the right data making it impossible to optimize and sustain revenues from Google and Facebook ads. Costs were extremely high, with ad spends over 30+ lakhs a month and a very low ROAS of 1.36X. From Google Analytics to firebase and their MMPs were not giving the right data, and the discrepancy was over 25%.
Solutions
- Restructuring Google ads and reimplementing conversion goals across all existing and new campaigns
- Implementing Google tag manager to manage all tracking tools and triggers across both the web app and mobile app
- Revamping the entire Google firebase and MMP (mixpanel) ecosystem to match the correct numbers
- INR 30 Lakh Google ad budget structuring and strategies
- Identifying web structure issues and resolving them
- Keyword, bidding, and attribution strategy across all campaigns
- Helping the team track revenues across analytics tools for better attribution between revenues, campaigns and keywords
Outcomes
2.7
X
ROAS increased from 1.36X to almost 2.7X in under 2 months across campaigns
35
₹
TCPA per sign up reduced from INR 84 to INR 53 in month 2 and INR 35 in month 3
8.3
X
Reduced cost per install from INR 24 to as low as INR 8.3 without dropping install quality
3
K