Lifestyle

Case Study: Adjust x GaneshaSpeaks

Learn how Adjust helped Indian astrology app GaneshaSpeaks increase its marketing efficiency by 15%, return on ad spend by 25%, and budget efficiency by 20%.

Increased overall marketing efficiency by 15%

Improved budget efficiency by 20%

About GaneshaSpeaks

Indian astrology app GaneshaSpeaks was crafted to streamline what they considered a scattered, directionless astrology and horoscope market. Since its launch in 2003, the app has introduced an impressive portfolio of features. High-quality, expert astrologers offer personalized guidance in addition to regular forecasts on politics, money, sports, stock markets, and more. GaneshaSpeaks even boasts live chat functionality, engaging users and connecting them with hand-picked, skilled astrologers.

The challenge

GaneshaSpeaks needed granular attribution to provide a detailed view of its Google and Facebook campaigns. Specifically, the astrology app was seeking reliable, clean data. Without this, the team could not facilitate an effective, data-backed strategy to reduce campaigns with negative return on investment (ROI) and boost and scale those with positive ROI.

“Attribution is the key to user acquisition as it ensures that money is spent on campaigns with strong ROI. Because app user behavior is very complex, a mobile measurement platform is required to measure and compile all events so that our marketing team can draw conclusions.”

Hemang Arunbhai Pandit

Founder, MD, and CEO, GaneshaSpeaks

The solution

Leveraging Adjust’s comprehensive tech stack, GaneshaSpeaks was able to focus on 90-day ROI data by ad group level to effectively optimize advertising campaigns. With user acquisition in check, the team turned to uninstall data to measure retention campaign performance.

"Adjust’s data allows us to experiment at a rapid pace and make data-based decisions. This opens up many opportunities to acquire new customers from varied sources."

Hemang Arunbhai Pandit

Founder, MD, and CEO, GaneshaSpeaks

With its initial attribution needs addressed, the team has turned its focus to iOS attribution within the limitations of Apple’s SKAdNetwork (SKAN). The team leverages Adjust’s next-gen measurement solution Conversion Hub for tracking and attribution via SKAN, and can refer to the SKAN dashboard in Datascape for fast and actionable visualizations of these data points. This ensures GaneshaSpeaks is able to gather enough campaign data from iOS devices to make strategic iOS marketing and optimization decisions.

“The education, training, and support from Adjust are phenomenal. An almost immediate response time from Adjust experts helps us navigate the products with ease and quickens the decision-making process at our end.”

Hemang Arunbhai Pandit

Founder, MD, and CEO, GaneshaSpeaks

The results

With the help of Adjust, GaneshaSpeaks has been able to:

GaneshaSpeaks continues to expand in India’s app market, working on new digital-first offerings in the wellness vertical.

"Adjust actively helps us avoid wastage of our acquisition budgets, which in turn can be redeployed into the campaigns that are working. This is an absolute delight for our growth team."

Hemang Arunbhai Pandit

Founder, MD, and CEO, GaneshaSpeaks

Keep reading