Ad Operations

This startup is a mobile app company that is revolutionizing how consumers find and review CBD and related cannabis products. When the company engaged Revenue Institute, the company was acquiring downloads for $83 each and was struggling with a total of 3,000 users. The first objective was to reduce the CPD to a manageable cost and then move to more advanced attribution modeling, audience intelligence, and product analytics to improve app user quality.

While the company started out purely as a mobile app without actually selling any cannabis products (this has since changed), they still faced the same advertising policy restrictions as the rest of the industry. These restrictions caused two major issues. First, advertising accounts were constantly banned on Meta and Google Ads. In addition, because they couldn't run ads directly to their app, they didn't have any meaningful attribution or analytics capabilities.

First, Revenue Institute discovered that Jointly could create a "cleansed" splash page on a new domain that had zero references to cannabis. Sending ad traffic to an optimized landing page and then the app store proved effective and dropped download costs drastically. Furthermore, Revenue Institute developed an algorithm that connected the data between the "cleansed" landing page and Mixpanel data. It means that Jointly could test new audiences and track conversions better.

The Institute was able to overcome ad restrictions and implement new ad operations, dropping the CPD from $83 to $1.50.

A custom middleware algorithm was built to match ad audiences with Mixpanel user data, improving attribution and ad testing.

Revenue Institute was able to automate reporting on cross-platform conversions that restrict any references to cannabis to begin with.