Instead of relying solely on attribution, Playrix wanted to understand the causal impact of their advertising spend. For Playrix, typical last-touch attribution metrics were inadequate because the last interaction receives 100% of the credit, and other touchpoints are ignored. Given today's complex world of app measurement, Playrix sought a solution that gave them more insights into their media dollars' real value in growing their business.

Playrix conducted conversion lift testing with Moloco aiming to reveal the causal impact of Moloco's campaigns on their marketing outcomes that would not have otherwise occurred. Conversion lift tests measure conversions between users who've seen an ad (the test group) versus users who have not (the control group).

The test was conducted for Playrix's US and EU install campaigns. The agreed-upon method was to use 20% of campaign traffic for the control group (users who would not see an ad) by implementing ghost bidding: a type of conversion lift testing that Moloco provides where we only bid (run the campaign as usual) for the test group and not bid (don't run the campaign) for the control group. Once the test series was completed, the test showed the Moloco Ads delivered a significant incremental lift in conversions.