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Parent Lab
Scaling across the funnel in the midst of ATT changes
Overview:
Parent Lab is an app that provides evidence-based solutions for everyday parenting challenges. It helps parents connect and grow with their children through insightful, research-based content.
The Challenge:
Parent Lab had run some tests on their acquisition mix after hitting clear product market fit. They were however seeing very high and unsustainable CPAs that were impeding their ability to scale.
This was also when Apple’s App Tracking Transparency framework dropped like a bombshell over the mobile marketing industry – throwing tracking and optimization into disarray across the ecosystem.
Parent Lab brought in RocketShip HQ to first get their CPAs and efficiencies in line, so that they could scale their acquisition spending, while navigating and mitigating the impact of App Tracking Transparency changes.
“Rocketship HQ has been a great partner as we grow our digital acquisition in the midst of so much uncertainty around App Tracking Transparency. By implementing smart targeting and constantly testing and optimizing creative & messaging, we have been able to scale our spend and reach best-in-class efficiency metrics. Improving efficiency while significantly increasing spend almost never happens, yet here we are.”
Bill De Groot Chief Marketing Officer (CMO) at Parent Lab
Chief Marketing Officer (CMO) at Parent Lab
The Approach:
RocketShip HQ started by addressing the impact of the iOS14 changes by setting up a SKAdNetwork conversion value schema – and setting up reporting processes that helped measure the performance of the campaigns in the absence of granular data.
RocketShip HQ then set up a process for creative testing by implementing their problem-solution framework that highlighted some of the key challenges faced by parents such as picky eating, kids not doing well at school, kids being disobedient etc.
The ads also showed the different aspects of parent-child relationships that handled different emotions such as happy parenting, stressed new parents, stay-at-home dads, kids bullied at school, etc.
These immediately led to significant improvements in cost per install and registrations.
Noticing a dropoff between install and trial, RocketShip HQ analyzed ParentLab’s onboarding flow and recommended product changes to make the user journey seamless. This change led to an instant improvement in the cost per trial, which reduced by 4x in the coming weeks.
This reduction in cost per trial helped the Parent Lab team open up spending, enabling them to scale spend by 3x, in the face of tracking challenges with iOS.
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