Case Study: ABA English achieves 43% increase in conversions to paying users with Adjust

Tying Desktop to Mobile to increase conversion to paying by 43%

ABA English, an online school with over 12 million users across desktop and mobile, needed to unify disparate ad-network data and better understand cross‑platform user behavior to grow active users, reduce churn, and boost conversions and LTV. Managing multiple SDKs and fragmented reports made it difficult to see which campaigns delivered valuable users or to identify the right moments to re-engage across desktop and mobile.

ABA integrated Adjust’s SDK and server‑to‑server partner modules, centralized campaign tracking, and streamed real‑time callbacks (including custom user IDs) into its BI system to map full desktop‑to‑mobile user journeys and power personalized retargeting. The unified data enabled smarter ad spend and targeting—resulting in nearly 12 million acquired users in three years, ~3M monthly active app users, a 215% increase in RPU, 143% growth in acquisition, and a 43% rise in conversions to paying users.

ABA English

Adam Jaffe

Chief Marketing Officer