Work / Airtel Payments Bank
FintechPerformance
A 171× conversion-rate gap found inside one account
Two near-identically named channels, wildly different economics: the main offer converted at 0.0085% across 4.3M clicks, ShareIt converted at 1.45% — 171× better — from just 10,842.
1.448%
ShareIt channel CR
171×
Gap vs. main channel
523
Total conversions
The challenge
Viewed as one blended line, the account delivered 4.3M clicks and 523 conversions — unremarkable. Viewed correctly, one channel did almost all the work per click while another consumed almost all the volume.
The approach
Splitting the two offers apart made it impossible to miss: ShareIt drove 30% of total conversions from just 0.25% of clicks. That reframed the account from fixing a weak rate to scaling the integrated placement.
What we did
01Split the offersTwo near-identically named channels separated so their economics could be read independently.
02Quantify the gap0.008482% against 1.448072% — a 171× difference hidden inside one blended line.
03Re-frame the questionFocus moved from fixing the weak channel to scaling the integrated placement.
04Report per channelConversion tracked per offer so the 30%-of-conversions-from-0.25%-of-clicks reality stayed visible.
