Maximizing affiliate offerings and boosting ROAS with AppsFlyer

Background

Launched in 2018, Steady is a powerful platform that helps local communities find jobs, increase their income, and plan for a financially stable future. 

Not only do they provide their users with free, quality job listings in their area, but they also help ensure every hour worked generates as much income as possible. Hosting over 2 million active members, Steady is a vital resource for part-time and gig workers – job types prominent now, more than ever before. 

Steady’s business model leverages affiliate offerings called income boosters – offers and services – their users may find beneficial, such as student loan consolidation or low-interest banking options. The more income boosters a user engages with, the more they are compensated (and the more valuable that user becomes).

Challenge

Optimizing for the highest user engagement possible was the mobile team’s top priority. 

To accomplish this, they needed the data insights and tools to understand not only the events in the user journey that led to the highest engagement, but also a way to tie customer LTV back to those events. Only then would they have a full picture of their campaign performance. 

However, before the team could focus on optimizing for engagement and customer LTV they needed a higher volume of downloads. Following, the team cast a wide net across a diverse array of ad networks which meant they were maximizing the number of downloads-per-dollar, but they weren’t able to understand their true return on ad spend (ROAS).

Solution

Accurate, unbiased attribution data from AppsFlyer illuminated the most engaging and valuable events in their users’ journeys. 

The team could optimize their ad network ecosystem without fear of paying too much for low-quality installs and, most importantly, the team could calculate ROAS doubling down on the highest-producing, most cost-effective ad networks and affiliate partners. 

Understanding every touchpoint along the user journey also provided the team with a single source of truth from which they could make data-driven decisions with confidence. One centralized dashboard and easy-to-export, granular reporting meant the team could see all of their data in one place and easily compare performance at all levels, including channel, ad type, group, and ad unit. 

Additionally, with over 8,000 partner integrations at their fingertips, the Steady team knew that if they wanted to build it, AppsFlyer could support it.

Patrick Tang, Senior Growth Manager at Steady echoed this sentiment exclaiming:

“AppsFlyer is a key pillar of our marketing tech stack. Their team listens and adapts their solution to meet our specific use case. Their 8,000+ integrated partners were a game changer for us.”

Results

Steady’s lean UA team was able to scale at the rate of a much larger team. 

Beyond the time saved and the peace of mind knowing their data was accurate, the team realized an 88% increase in downloads and a 340% increase in revenue year over year. 

Looking ahead, the Steady team has an exciting future as they continue to grow their martech stack and evolve their UA strategy. 

Incrementality testing is on the short list of innovation as they shift some of their paid budget to remarketing campaigns. They also plan to delve into the world of TV advertising as well as out of home campaigns that can be incorporated into their AppsFlyer attribution dashboard. Lastly, they may also work with hybrid channels such as digital billboards as a stepping stone to ultimately become an omnichannel marketing shop.

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