Cost of an active client down by 45 EUR

What was not working

Advertising was optimised on completed applications. Many of those applications never passed verification or never funded an account, so the real cost per active client was far higher than the reported one.

What we did

1. 01Defined an active client as one that passed verification and made a first transaction.
2. 02Sent that event back to the ad platforms, so bidding optimises on it.
3. 03Cut the application steps that caused most drop off before verification.
4. 04Reported cost per active client by channel every week.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.