SUCCESS STORIES - From Data Gaps To Profitability: How A Leading Dating App Scaled Spend by 212% While Maintaining ROAS - REPLUG - Full-Service Mobile App Marketing Agency

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Dating

VILUU

From Data Gaps To Profitability: Scaling Acquisition By 212% While Having Positive ROAS

show me the results

212 %

INCREASE IN AD SPEND

250 %

GROWTH IN PAYING USERS

166 %

INCREASE IN ROAS

CHALLENGE

Challenge

Our team worked with a fast-growing dating app in Germany that connects people based on shared interests and compatibility.

Unlike mainstream dating platforms, this leading dating app focuses on meaningful interactions, attracting a dedicated but niche user base. However, despite strong product potential, the team faced significant challenges in scaling user acquisition while maintaining profitability.

Before partnering with us, they lacked an MMP (Mobile Measurement Partner), making it difficult to track campaign performance accurately and optimize for long-term value.

Additionally, frequent ad disapprovals due to the sensitive nature of dating-related ads created a bottleneck in scaling efforts. The lack of trust in data reliability led to hesitancy in increasing budgets, limiting the ability to scale efficiently. Finally, scaling on Android while maintaining ROAS was a major challenge, as early attempts resulted in unstable profitability.

Competing in a highly saturated category

NO RELIABLE TRACKING SYSTEM

ADS DISAPPROVALS & COMPLIANCE ISSUES

SET UP SKADNETWORK (SKAN)

SCALING WITHOUT ROAS TRADE-OFFS

SOLUTIONS

Implemented mmp for accurate tracking

IMPLEMENTED MMP FOR ACCURATE TRACKING

We integrated AppsFlyer as the MMP, providing the app with precise attribution, performance insights, and confidence in data accuracy. This allowed for more data-driven decision-making, optimizing campaigns based on real performance trends rather than assumptions.

Retention-optimized creative testing

STREAMLINED AD APPROVALS & COMPLIANCE

By leveraging our close relationships with ad platforms like Meta and TikTok, we worked directly with compliance teams to improve approval rates and ensure smooth campaign execution. This proactive approach minimized disruptions, allowing our client to scale more predictably.

Channels & creative expansion

CHANNELS & CREATIVE EXPANSION

We implemented an omnichannel approach, scaling UA across Google, TikTok, Meta, Snapchat, Moloco, Xiaomi, and Twitter. To maximize impact, we continuously produced UGC, static banners, and animated creatives, ensuring fresh, high-performing assets across all placements.

COMMUNICATION
STRATEGY

Our communication strategy revolved around a full-funnel approach, combining precise audience targeting with continuous creative iteration. By producing a mix of UGC-driven ads, static banners, and animations, we were able to keep engagement high and mitigate creative fatigue. Additionally, retargeting strategies focused on both activation and retention, ensuring that users converted efficiently and remained engaged long after acquisition.

IMPACTFUL CHANGES

Data-driven creative optimization

DATA-DRIVEN CREATIVE OPTIMIZATION

Leveraged AI-powered analytics and creative scoring methodologies to identify top-performing ad elements, enabling a data-driven approach to iteration and optimization. This resulted in more efficient scaling of winning creatives and reduced cost per acquisition.

Systematic channel testing

SYSTEMATIC CHANNEL TESTING

Established a structured testing framework to evaluate new channels, measuring performance through controlled experiments. This allowed for quick identification of high-potential platforms, ensuring efficient scaling across Google, TikTok, Meta, Snapchat, Moloco, Xiaomi, and Twitter.

Iterative testing methodology

ITERATIVE TESTING METHODOLOGY

Designed a continuous testing loop, systematically evaluating targeting parameters, bidding strategies, and creative variations. This included A/B and multivariate testing across different audience segments, ensuring data-driven decisions that maximized ROAS and reduced inefficiencies.