Measurement & Optimization Case Study: True Acquisition Cost and +9% Growth Opportunity

Leading Consumer "Super App"

From Conflicting Dashboards to Confident Decisions

We reconciled attribution and built MMM to establish a true CPFO baseline—and pinpoint where efficiency-led scale would come from.

$14 vs. $7.50

True Acquisition Cost

+9%

Growth Opportunity

44%-67%

Increased Efficiency

Project Overview

A leading LATAM consumer “super-app” with 10M+ users wanted a more defensible view of marketing performance as macro pressure increased scrutiny on paid spend. We delivered an advanced Media Mix Modeling (MMM) and attribution reconciliation approach to establish a credible cost-per-first-order (CPFO) baseline, identify the most efficient growth levers, and create a repeatable measurement foundation for future planning.

The Challenge

Conflicting reporting across platforms and partners reduced confidence in “true CPFO”
Needed clarity on which channels to scale—and which drive higher-value customers
Macro environment demanded greater efficiency and profit-focused growth
Multi-market complexity made measurement and planning harder

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Our Solution

Built a triangulation framework to reconcile performance across systems
Standardized taxonomy to align measurement to real budget decisions
Developed market-specific MMMs (Robyn) to separate baseline vs incremental impact
Produced a new CPFO baseline and a channel reallocation plan tied to growth + efficiency

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