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

Jakdojade is a Polish app and service for planning public transport journeys. It was created in 2006 as a student project in Poznań and today operates in almost 50 cities across Poland. It lets users check bus, tram, and train routes, journey times, and real-time departures, as well as buy mobile tickets in selected cities. It works through a web browser and mobile apps on Android and iOS, offering free access to timetables and maps, while the Premium version removes ads and adds GPS navigation.

In our latest campaign, we implemented a strategic approach that made it possible to simultaneously increase both app installs and ticket sales:

• We launched campaigns with two main objectives: the first was aimed at acquiring new users and encouraging them to install the Jakdojade mobile app, while the second focused on increasing the number of ticket purchases among people who were already using the Jakdojade app.
• Thanks to precise targeting, we managed to reach the right audiences and maximize the results of both campaigns.
• Due to the protection of sensitive strategic data, we do not disclose the detailed targeting methods or the budget allocation schedule.
• This approach allowed us to achieve significantly better results on an unchanged monthly budget compared to the previous media mix, which did not make use of remarketing.

To solve the problem of a lack of effective conversion tracking and an inefficient media mix, we rebuilt the conversion tracking structure so that the campaigns would focus on actions with real business value, rather than merely on app installs:

• The previous conversion tracking setup placed too much emphasis on the number of installs.
• As a result, we redefined the conversion goals, aligning them with key business indicators (KPIs) such as ticket purchases and revenue.
• We also narrowed the campaign objectives to avoid conflicting signals in the Google Ads algorithms.
• We also introduced a clear division between campaigns aimed at acquiring new users and those focused on re-engaging existing ones, which allowed for more tailored communication and greater effectiveness.

The campaigns aimed at acquiring new users were scaled back in order to focus on greater effectiveness and better use of the budget:

• We segmented the audience based on their level of engagement and tailored the messages to user behavior, which translated into a significant increase in click-through rate (CTR) and conversions.
• This approach allowed us to generate conversions not only right after an app install, but also to re-engage users who had already installed the app but did not use it very often or actively.

To improve the quality of analytics and tracking, our efforts also focused on data integration, expanding dashboards, and improving the tracking setup:

• We implemented a data integration between Sheets and Looker, and the main Looker dashboard was expanded with new reports that enabled more detailed analysis of campaign results.
• In addition, we optimized the GA4 configuration for the Jakdojade app and website, thereby improving the tracking of transitions to the app in GTM and via UTM parameters.
• We also focused on verifying traffic sources and improving the quality of user tracking within the app itself.
• Our role focused primarily on education, reporting, and minor improvements to the GA4 and GTM configuration on the company’s lead platform, which allowed us to increase data reliability wherever possible.

In addition to the analytics improvements, we also strengthened the creative strategy by introducing new ad formats, which allowed us to increase audience engagement:

• The evolution of the brand’s creative approach translated into greater recognition and more appealing communication.
• Thanks to these efforts, we managed to increase campaign effectiveness, improve the accuracy of results tracking, and modernize the creative strategy so as to deliver the right message to the right audience.

Thanks to campaign optimization, we managed to lower the cost per conversion, while at the same time increasing the value of the tickets sold, which translated into higher advertising effectiveness.
Despite market challenges such as inflation and rising costs, we maintained high campaign effectiveness and delivered the client a higher return on investment. These results confirm that our activities were effective, well planned, and—most importantly—drove growth and ensured profitability, even in more difficult market conditions.
Here are the results we achieved during our collaboration with the client:

• Over the analyzed period, the total sales value grew by 6.02%, which confirms that the campaigns supported the sales process more effectively and generated real revenue growth.

• Conversion value grew by 47%, while costs on the client’s side fell by 7%, which shows better budget optimization and, at the same time, a higher return on investment at lower expense.
• In addition, we recorded a 28.8% drop in average Viewable CPM, which means that the cost of impressions in visible placements was lower, which may have translated into greater cost-effectiveness of the campaign.
• The cost per conversion fell by 5.83%, which further increased overall effectiveness, since each transaction was acquired at a lower cost on the client’s side than in the previous period.

• By starting remarketing activities, we managed to increase ad visibility by 253.94%, which means the messages were shown to users far more often than before. This also translated into an impressive 777.45% increase in Viewable CTR, which shows that ads positioned in highly visible placements more effectively captured audiences’ attention and increased their engagement.

Our collaboration with Jakdojade is based above all on trust and a shared strategic direction. Thanks to a performance-oriented campaign structure and improved data tracking, we managed to increase the effectiveness of our activities and uncover new opportunities for growth.

Jakdojade has maintained a strong market position for years, as confirmed by brand awareness studies. Our efforts helped strengthen this position and take campaign effectiveness to an even higher level. We are proud to be part of this journey—not one that turns a startup into a leader, but one that helps a leader become even stronger, smarter, and more effective in its marketing activities.