Fintech · Pakistan / GCC
Pakistani fintech app: cost per active user cut by 54%
Installs were cheap but activation was terrible: only 11% of installs completed KYC.
-54%
Cost per active user
11% → 29%
Install → KYC completion
+63%
Day-30 retention
+38%
Store conversion rate
Challenge
Where they started
Campaigns optimised for installs, broken event tracking after an SDK upgrade, and store listings with no localisation.
Approach
What we actually did
- 1Rebuilt the event taxonomy and moved optimisation to a post-KYC activation event.
- 2A/B tested store listings in English and Urdu; refreshed screenshots and the first video frame.
- 3Ran a weekly creative pipeline on Meta and TikTok focused on trust and fee transparency.
- 4Simplified onboarding from 7 steps to 4 after session replay analysis.
“We stopped celebrating installs and started counting funded accounts.”
More work
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