Case Study: Duolingo achieves agile, data-driven user acquisition and higher retention with Adjust

How Duolingo worked with Adjust and found an opportunity to be more agile

Duolingo, a mobile-first language-learning leader with hundreds of millions of users, faced a fragmented user-acquisition process and limited attribution insight. Without a clear UA strategy or reliable event data, the team needed a measurement partner to centralize datasets, improve accuracy, and enable data-driven campaign optimization—so they selected Adjust.

By adopting Adjust as their single source of truth—and using Adjust Measure, the Fraud Prevention Suite, and hands‑on CSM support—Duolingo unified reporting, trained engineers, and gained granular visibility into KPIs like day‑7 retention and long‑term LTV. The result: drastically improved retention and LTV measurement, cleaner datasets that exposed and cut poor-performing channels (saving media spend), stronger partner relationships, and greater agility to test and scale acquisition channels.

Duolingo

Arthur Jun

Head of Performance Marketing & Media