How we transformed Macrostax from a niche macro tracking App to a leading global fitness companion in just 10 months
CPA Annual Decrease of 30%
CPA Decreased by 66% In Best Performing Months
CTR Increased by 23.5%
CPC Decreased by 9%
THE CLIENT
ABOUT MACROSTAX
Macrostax is a leading macro tracking app, committed to helping over 160,000 people embark on their weight loss journey with ease and precision.
Our journey with Macrostax was all about overcoming the hurdle of scaling the account while maintaining a profitable CPA.
Over the course of our partnership, we've revamped their advertising strategy, introducing innovative solutions and witnessing remarkable growth.
Scaling while maintaining profitability was a must
TOTAL YEARLY
SUBSCRIPTIONS UP
20%
YEAR OVER YEAR
Scaling while maintaining profitability was a must
Macrostax approached Structured with a clear need: scale the account, but do it profitably. They were against giants like MyFitnessPal and were facing rising costs on major ad platforms like Meta, which made customer acquisition increasingly expensive.
The good news is they were well-established, had a solid user base, and were ready to take their digital presence to the next level. But how do you scale without sacrificing profitability? This was the challenge at hand.
What were the pain points?
The main challenge here: Boost sales and user acquisition profitably.
One of the core issues at hand were the increasing costs per click year over year on major ad platforms, making traffic acquisition expensive and conversion of that traffic into paying app users even more challenging.
So Macrostax struggled with crucial questions:
- HOW TO ATRACT NEW CUSTOMERS CONSISTENTLY?
- HOW TO ENSURE CUSTOMER LOYALTY AND REPEAT PURCHASES
- IF CURRENT UNIT ECONOMICS ARE LEADING TO SUSTAINABLE GROWTH?
Macrostax also offers both a monthly and a yearly plan, with sign ups for the yearly plan getting a 50% discount, and more cash flow received in the short term. Now, while the monthly subscribers were paying more on a year by year basis, over 50% canceled after the 1st month, so the focus was also to get more people to sign up for the yearly subscription.
How did we do it?
We crafted a non-branded whitelisting page, fitness-focused and ripe for ads. This not only provided an additional layer of credibility and trust, but also positioned Macrostax as a top choice in the macro tracking world. We introduced fresh, compelling content to capture the audience's attention. From restructuring the ad account to increasing creative volume, every step was calculated and data-driven.
To gain new users for Macrostax, our approach was designed to cut through the noise, connect with the right audience, and drive meaningful results.
Account Overview
We Inherited an Account That Had:
- Multiple overlapping campaigns
- Few creative winners
- Undefined naming structures
- Inconsistent conversion tracking methods
- lack of account structure for prospecting and retargeting
Main points to note:
Simplify and Integrate:
Avoid overcomplicating your ad account setup! You should prioritize a creative-centric approach and establish a feedback loop to understand what truly resonates with your audience. Make sure to combine various interests and Lookalike Audiences.
Leverage Specific Audience Types:
Your audience types have the capability to support ad spend, crucial for scalability. If you haven't tested them yet, it’s time to start.
Emphasize Creative Testing:
Dismiss the “but it’s not on brand” mindset, the ultimate goal is profitability. Concentrate on lots of creative testing like we did and let the data guide your decisions. Diversify across all creative formats, including single images, videos, reels, stories, etc.
Open Communication and Iteration:
Establish an open creative feedback loop, and listen and respond to the data in front of you. When a particular creative hits the mark, you should dive deep into understanding why it was successful and look at ways to replicate.
As you integrate winning creatives into your scaling campaigns, ensure that your budget allocation is also adjusted to support and maximize their impact.
The Outcome?
Macrostax is now primed for a phenomenal year ahead, even amidst a challenging market landscape.It’s worth mentioning Macrostax has proven to be an ideal partner, fully engaged and consistently innovating in both product offerings and content creation.If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!
CPA Annual Decrease of 30%
CPA Decreased by 66% In Best Performing Months
CTR Increased by 23.5%
CPC Decreased by 9%
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If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!
