Case Study: IsCool Entertainment achieves more profitable user acquisition and higher ROAS with Adjust

Using ad revenue data to grow user acquisition

IsCool Entertainment, a Paris-based mobile games publisher best known for Garden of Words (over 25 million installs), relies on ad monetization for roughly 70% of its revenue. Their challenge was that ad networks report aggregated revenue, so IsCool couldn’t attribute ad earnings to individual users or marketing channels and therefore couldn’t accurately measure ROAS or true user LTV.

By combining MoPub’s impression-level revenue data with Adjust’s user-level reporting, IsCool tied ad revenue directly to the campaign that acquired each user and compared it to acquisition cost. This enabled precise ROAS and LTV calculations, letting them pause low-ROI campaigns, reallocate budget to higher-quality sources, and improve global profit margins.

IsCool Entertainment

Hadrien des Rotours

Chief Executive Officer