Switching to ROAS Campaigns Lifts D7 Revenue for Walbi
About
Walbi
Walbi is an AI-driven cryptocurrency exchange designed to provide traders with tools for smarter and data-driven decision-making.
Challenges
Walbi app generates revenue from "closed deal" (trade commission) events. Its in-app event campaigns with Moloco were optimized for deposits, and revenue data wasn’t passed in the MMP postbacks, limiting campaign optimization. Walbi UA team assumed only big tech platforms could optimize for ROAS, while app growth partners could only optimize for in-app events.
Solution
Moloco recommended testing a ROAS optimization campaign optimized to closed deal revenue events. As part of the test, Walbi passed revenue data in MMP postbacks to train Moloco’s ROAS models. Together, we ran a controlled test in Brazil and India, comparing Walbi’s existing app event-optimized campaign to the ROAS-optimized campaign targeting closed deal revenue, while holding all other variables, including budgets and creatives, constant.
Results
ROAS campaigns optimized to trade commissions outperformed CPA campaigns on D7 revenue and profit in both markets. Walbi now sees Moloco as a key partner for acquiring high‑value users. Looking forward, Walbi is moving its entire app portfolio to ROAS optimization campaigns.
- Increased D7 trade commission revenue by 13% in Brazil and 24% in India
- Increased profit by 43% in Brazil and 45% in India
- Increased budget with Moloco by 30%
“Moloco proved that they could optimize for ROAS like the big walled gardens. After passing revenue in our MMP postbacks, we ran a test comparing ROAS campaigns optimized to trade commissions against our in-app event campaigns. We saw double-digit gains in D7 revenue and profit, so we leaned in and raised budgets.”
— Marketing Department at Walbi
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