Case Study: Gousto achieves faster growth and improved retention with Snowplow

How Gousto is growing its subscriber base using behavioral data created with Snowplow

Gousto, a fast‑growing UK meal‑delivery subscription business, needed more powerful analytics to support rapid expansion. The company faced three core challenges: accurately measuring return on ad spend across channels, systematically improving subscriber retention, and personalizing recipe recommendations to simplify choices for customers. To address this, Gousto partnered with Snowplow for detailed behavioral and event‑level analytics.

Snowplow delivered a rich, granular data stream (campaign attribution, browsing and app behavior, transactions, deliveries and subscription duration) that fed Gousto’s retention models and personalization engine. Using Snowplow data, Gousto built and A/B‑tested predictive retention models (moving from random forests to deep learning), calculated true campaign ROI to optimize ad spend, and combined Snowplow signals with a Neo4j recipe graph to surface 5–10 highly relevant recipes per user — improving targeting, interventions, and the overall customer experience.

Gousto

Dejan Petelin

Head of Data