Case Study: Extra.ie achieves a 113% increase in reader revenue with Marfeel

How Extra.ie increased reader revenue by 113% thanks to Marfeel’s mobile UX

Extra.ie, part of DMG Media Ireland, is an Irish news site covering News, Sport, Business and Entertainment. After losing a major organic traffic channel following a Facebook algorithm change and with 92% of traffic on mobile, Extra.ie struggled to turn scale into engagement due to limitations in their mobile UX. They engaged Marfeel to improve mobile performance and reader recirculation using solutions such as a PWA, monetized AMP, on‑page recirculation UI and a premium CDN.

Marfeel rebuilt Extra.ie’s mobile experience—adding swipeable pages, inline related articles, a sticky social bar, faster pages and optimized programmatic ad delivery—which immediately boosted engagement and monetization: +40% page views per visit, -12% bounce rate, a 113% initial increase in average revenue per user and +46% revenue per day. The site reached 3.1M users in April 2020 and saw programmatic revenue uplifts month‑to‑month (e.g., +78% to +190% in Sep–Dec), demonstrating Marfeel’s measurable impact on retention and revenue.

Extra.ie

Art Cuddy

Head of Web Development