How a measurement-layer rebuild dropped a wellness app's cost per trial 15%
A wellness app's analytics couldn't tell web conversions from app installs. We rebuilt the measurement layer — and cost per trial dropped 15%.
Put the glasses on. Untracked is a red/cyan blur — measured snaps into focus.
The challenge · Untracked
Years of spend, and a blurry answer to every question.
A consumer wellness app was running paid social with no idea what was working. Their analytics couldn't differentiate web conversions from app installs, conversion events fired on the wrong actions (page views, not signups), and reports never matched between platforms. Spend was growing; confidence in performance wasn't.
The work · Measured
The measurement layer that snapped a blurry account into focus.
Integrated a mobile measurement partner (AppsFlyer) for proper attribution from ad click → install → in-app trial start.
Connected web data to app data in a unified reporting view, so the team saw total conversions instead of arguing between sources.
Ran an executive workshop to formalize the customer journey, personas, and funnel.
Implemented cookie consent management that preserved trackable conversions instead of leaking them.
Wrote the analytics events, parameters, and triggers
then coached the dev team through implementation.
Once the measurement layer was in place, paid social produced a measurable ROAS for the first time. Cost per new trial dropped 15% year-over-year. The team finally had a single source of truth and could answer "is paid media working?" with a number, not a guess.
Multi-location operators face the same fundamental problem this app did: marketing data exists in too many places, doesn't talk to each other, and conversions can't be trusted. The technical pattern — install a measurement layer first, then optimize the channels — is identical whether the business is an app or a chain of physical locations.
Stop guessing. Start measuring.
Every location accountable, every sale with a receipt. If your paid spend is still a blur, we'll bring it into focus.
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