Lifestyle

Adjust supports Fabulous to optimize marketing spend for sustainable success

Learn how lifestyle app Fabulous improved SKAN campaigns and adopted the next-generation triangulation approach with incrementality and MMM.

Confidently transitioned to SKAN

United next-gen measurement and attribution

Forecast campaign ROI with MMM and incrementality

Background

Fabulous is a comprehensive app designed to help users build and maintain healthy habits, improve their well-being, and achieve goals. Starting as a habit tracker, it has evolved into a platform offering daily routines, a planner, and strategies for deep focus and mental health support. Users can engage with a global community, practice gratitude, and listen to coaching sessions. With premium features like personalized coaching and advanced mental health programs, Fabulous integrates scientifically proven methods to foster sustainable routines and a successful, balanced life.

Region

Europe

Founded

2014

Vertical

Lifestyle

The challenge

Fabulous faced the complex task of navigating changing market conditions, particularly with evolving privacy regulations and the integration of SKAdNetwork (SKAN). The team needed to adapt quickly to the new SKAN framework, despite the numerous uncertainties surrounding it. Additionally, Fabulous aimed to ensure their marketing spend was both efficient and effective, rather than just increasing expenditure.

The solution

To tackle these challenges, Fabulous partnered with mobile measurement partner (MMP) Adjust for essential support. Adjust facilitated the transition to SKAN with its Conversion Hub, a smart, easy-to-use solution powered by machine-trained models to map and configure conversion value setups specific to an app.

“What has been important is navigating through changing market conditions. Especially with privacy conditions, it’s been helpful to have an attribution partner navigating these things. Our role is not, ‘Spend, spend spend,’ but, ‘Can we spend efficiently?’”

Filippo de Rose

CMO, Fabulous

Additionally, Adjust onboarded the team with media mix modeling (MMM) and incrementality, helping Fabulous effectively analyze and optimize its marketing strategies. Adjust's next-generation approach includes incrementality testing through InSight, which measures the true impact of marketing initiatives against baseline performance.

As part of the Adjust Recommend pillar, MMM provides a statistical analysis that forecasts the influence of marketing efforts on ROI. These tools, combined with traditional attribution, create a comprehensive measurement suite that allows Fabulous to make informed short-term, mid-term, and long-term strategic decisions.

“With Adjust, we’ve always had a very good relationship–very open, transparent. They’re always going to bat for us and respond rapidly.”

Filippo de Rose

CMO, Fabulous

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