How did Jakdojade use strategic optimization to boost sales by 47% while simultaneously reducing costs?

About the client

Jakdojade.pl is Poland’s leading platform for planning urban and intercity public transport journeys, available both online and as a mobile app. Originally focused on city navigation, Jakdojade has expanded its coverage nationwide, now supporting over 50 cities across Poland. The app, available on both Android and iOS, offers comprehensive route planning, real-time vehicle tracking, and flexible ticket purchasing options for both short- and long-term travel.

How did .mta begin working with Jakdojade?

At the beginning of our collaboration, Jakdojade’s campaigns primarily focused on general brand awareness and acquiring new users. There was no strategic setup for retargeting existing users or highlighting specific features like ticket purchases.

We introduced more performance-oriented structures, placing emphasis on efficiency and sustained user engagement, rather than one-time installations.

Goals & challenges

We consistently aimed for incremental growth month-over-month while optimizing the return on investment in terms of ticket value within the given budget.

Efforts were focused on ensuring a seamless integration of the ticket purchasing feature while simultaneously optimizing the advertising budget to maximize the return on each ticket sold. The goal was to strike a balance between effective promotion and the budget constraints, thereby driving both user engagement and ticket sales.

Our approach emphasized flexibility, combining the client’s creative assets with our technical expertise in analytics and campaign optimization.

Additionally, carefully managing the monthly advertising budget required strategic allocation between prospecting campaigns aimed at driving installations and ticket purchases, as well as maintaining engagement with the existing audience. It was crucial to strike a balance between acquiring new users and keeping the current audience engaged. Thoughtful spending optimization was essential to achieve the best possible results.

Another challenge we faced was the lack of proper conversion and analytics tracking, as well as an inefficient media mix, which restricted campaign optimization and made accurate performance measurement difficult. Initially, all campaigns were focused solely on app installations, leading the system to prioritize volume over actual revenue generation. This approach created a one-dimensional strategy where success was measured by the number of installs rather than their impact on business growth.

Solution

In our latest campaign, we implemented a strategic approach to drive both app installations and ticket purchases, ultimately improving efficiency and maximizing sales:

• We ran App Campaigns with two main objectives: The first focused on acquiring new users and encouraging them to install the Jakdojade mobile app, while the second aimed at increasing the number of ticket purchases among users who already had the app installed.
• Through precise targeting, we effectively reached the right audiences and maximized the results of both campaigns.
• To protect sensitive strategic insights, we’re not disclosing the specific targeting methods or budget allocation timelines. However, the setup allowed us to scale performance without overexposing strategy details to competitors.
• This approach allowed us to achieve significantly better results while maintaining a consistent monthly budget compared to a media mix without remarketing efforts.

To address the lack of proper conversion tracking and an inefficient media mix, we restructured conversion tracking, ensuring that campaigns prioritized high-value actions rather than just installations:

• The previous setup focused heavily on installations.
• We redefined conversion goals to better align with business KPIs like ticket purchases and revenue.
• Campaign objectives were narrowed to avoid conflicting signals within Google Ads’ algorithms.
• That is why we introduced a clear split between new user acquisition and re-engagement to ensure tailored communication and better efficiency.

Campaigns focused on acquiring new users were intentionally scaled back to prioritize efficiency and optimize resource allocation:

• We segmented audiences by engagement level and aligned messaging to user behavior, significantly increasing click-through and conversion rates.
• This approach allowed us to drive not only conversions shortly after installation, but also to re-engage existing users who had the app installed but were no longer actively using it.

To improve analytics and tracking capabilities, we focused on data integration, dashboard enhancements, and refining tracking configurations for more accurate performance insights:

• We implemented data integration between Sheets and Looker. We expanded the main Looker dashboard with new reports, enabling a more detailed analysis of campaign performance.
• Additionally, we optimized the GA4 configuration for Jakdojade and company websites, improving the tracking of app transitions in GTM and via UTM parameters.
• We also focused on verifying traffic sources and enhancing user tracking quality within the app.
• As a result, our role primarily revolved around education, reporting, and making minor adjustments to GA4 and GTM on the company’s lead-generation platform, ensuring better data reliability where possible.

Beyond analytics improvements, we also enhanced creative strategies by introducing fresh ad formats and messaging styles, preventing ad fatigue, and improving engagement:

• The overall evolution of the brand’s creative approach helped drive greater recognition and appeal.
• Through these efforts, we successfully optimized campaign efficiency, improved tracking accuracy, and modernized creative strategies to reach the right audience with the right message.