How We Outperformed OctaFX KPI Reaching 83% Deep Funnel Conversion

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Campaign Goals

Persona.ly worked together with OctaFX to acquire users for the OctaFX Trading App on Android.

With Persona.ly being the first ML-based and fully programmatic channel OctaFX employs, an additional goal outside of achieving the KPIs was to provide as much insight as possible regarding the process of running programmatic UA, gradually setting deeper funnel KPIs, budgeting, etc.

Results at a Glance:

83% deep funnel conversion from first deposits to trader status, significantly above the KPI

Delivering user LTV significantly above average

50% increase in account generation conversion within a month of starting campaigns

Process

When we started working together with OctaFX, we focused on gauging which post-install events to model towards gradually to eventually acquire high-value users consistently.

Together with the OctaFX team and based on their data and experience with non-programmatic channels, we’ve tested a variety of model setups and eventually saw the most traction from focusing on ‘Account Generation’, one of the first steps in the apps’ funnel, but one that correlates well with initial deposits.

Within a few weeks, our team was able to drive campaigns that doubled initial install volume while increasing the target conversion rates significantly. And within an additional couple of months, we were able to produce both early and deep funnel conversion rates that surpass the KPI and benchmarks from other UA channels.

Campaign Results

W1 – W5 Campaign Progress

Within a month of starting campaigns, the install volume per week increased x2, all the while conversion rates towards the initially targeted funnel event of Account Generation improved by 50%.

When enough sample was collected, our machine-learning models were able to classify between non-paying users, active traders, and frequent traders effectively.

As soon as we could apply it, targeting was focused on users with higher potential to become frequent traders, which lead to extremely effective acquisition, with users converting in very high rates (83%) in the deeper funnel events, and recouping 50% of their FTD cost within 30 days of installing due to a high volume of transactions in their initial weeks of usage.

“Persona.ly was our chosen partner to run ML UA campaigns to drive growth and extend reach. The fully transparent service, actionable marketing insights, professional assistance with detailed updates, and the outstanding quality of acquired users made us feel confident Persona.ly team knows what they do and can provide us with much greater results. In other words, we are very happy we found such a skilled programmatic partner to work with!”

Ruslan Dzhusupov, CPA manager @ OctaFX

About OctaFX

Founded in 2011, OctaFX is an online currency trading brokerage that leverages state-of-the art technology to help traders make the most profitable and efficient decisions. Serving millions of traders across over a hundred countries, OctaFX provides outstanding service to its traders and is regularly recognized as the best foreign exchange platform, winning multiple awards across the world.

“The OctaFX team is patient and eager to learn more about programmatic. Partners like OctaFX and their positive approach allow our DSP to truly shine, and give us a great opportunity to share our knowledge with partners, something we welcome with open ears and arms.”

Yan Reizin, Regional Manager CIS @ Persona.ly

About Persona.ly

Persona.ly is a mobile-first DSP operating worldwide. Using our proprietary bidder and machine-learning algorithms, we offer transparent, performance-driven, highly-targeted UA and retargeting solutions at scale with access to over 1.5 Million ad auctions per second. We are trusted by CoinDCX, Games24x7, Ubisoft, Tilting points and many others.

Persona.ly strives to be more than just a vendor for its partners, but a partner that helps generate actual value, growth, and broad marketing insights that can be used across channels.

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