Case Study: Grindr increases ad revenue and engagement without spamming users with Upland Localytics Inbox

Localytics helps Grindr increase app revenue without spamming its users

Grindr, the world’s largest social networking app for gay, bi, curious and queer men, wanted to introduce advertising without degrading its highly valued user experience. The team needed a format that let users interact with and revisit ad content, while allowing precise targeting so ads would feel relevant rather than intrusive.

Grindr implemented Localytics Inbox, a dedicated in‑app inbox for personalized, targeted messages and A/B testing. The approach drove strong engagement and revenue: a U.S. alcohol campaign to ~700K users saw a 51% open rate, 1.7% CTR and 3.2% conversion, while a global apparel campaign to 2.5M users delivered a 52% open rate, 68% re‑open rate, 9.45% CTR, 23% email registrations and a 0.5% conversion—along with the insight that static inbox messages outperformed animated ones by 35%.

Grindr

Peter Sloterdyk

Vice President, Marketing