Case Study: Gradeup achieves a 10% increase in ROAS with AppsFlyer

Gradeup boosts return on app spend (ROAS) by 10% with AppsFlyer and Affle solutions

GradeUp, an India-based online exam-prep platform with over 30 million registered users, needed to lower CPIs, boost in‑app engagement (especially video views) and improve lifetime value to drive sustainable growth in a competitive edtech market. To gain granular visibility across the UA funnel, GradeUp partnered with AppsFlyer as its measurement partner (using AppsFlyer’s attribution, server-to-server events APIs and postback capabilities) alongside Affle for media activation.

AppsFlyer’s Overview and Cohort reports and server-to-server postbacks fed Affle’s MAAS platform to enable precision targeting, event-based optimization and remarketing by Site ID and campaign. Leveraging AppsFlyer-driven insights, GradeUp increased 5‑minute video engagement to above the industry gold standard, lifted overall video engagement by 15%, and scaled high-revenue sources on Affle to achieve a 10% increase in ROAS.

GradeUp

Dhruv Kumar

Senior Manager Performance Marketing