Case Study: Monzo achieves over 50% reduction in CPA and rapid user activation with Adjust

Breaking out of brick and mortar banking with mobile first solutions

Monzo, an app-only bank, needed to rapidly acquire quality users who would activate prepaid cards, refer the app, and transition to full checking accounts. While running multiple Facebook campaigns, the marketing team lacked the granular analytics to identify which creatives and audience segments produced the most engaged, long-term users.

Implementing Adjust’s SDK and deep Facebook integration let Monzo attribute installs, sessions and events to specific campaigns, use callbacks for richer campaign metadata, and analyze cohorts to compare long-term engagement. With rapid testing and optimization (for example, creatives showing in-depth app reporting drove higher activation), Monzo grew its active user base in 2016 and cut cost-per-acquisition by more than 50% by stopping low-value campaigns and scaling the winners.

Monzo

Tristan Thomas

Head of Marketing