Case Study: Leading Financial Firm achieves 62% lower CPA and 53% narrower targeting with Equifax AudienceInsights and Digital Targeting

Surpassing online cost per acquisition (CPA) goals with financial and economic-based audience targeting

A leading financial services firm promoting a subscription-based personal finance tool was running display ads targeted primarily by age and saw an initial CPA of $50 that matched past campaigns. The company wanted to reduce wasted spend and lower CPA by finding more qualified prospects beyond simple demographic targeting.

Using AudienceInsights and proprietary financial and economic measures (including estimated household income and Economic Cohorts), the firm placed pixels, analyzed subscribers, and identified a target income range ($77k–$187k) and key cohort clusters. It then used Digital Targeting Segments, remarketing and lookalikes, and six weeks of optimization to focus delivery and creative; the campaign narrowed the audience by over 53% and cut CPA by 62%, to $19.30.