Work / My11Circle
Fantasy SportsPerformance
45,036 completed registrations from 193,784 installs
193,784 installs from 142.2M clicks converting into 45,036 registrations and 8,458 day-zero purchases — a 23.2% install-to-registration rate.
193,784
Installs
45,036
Completed registrations
8,458
Day-zero purchases
The challenge
The real constraint isn't the install, it's the day-zero window — a user who installs during a match and doesn't deposit before it ends has, in practice, churned.
The approach
Optimised against day-zero purchase specifically, forcing the buy toward sources whose users were already in a match-day mindset. 23.2% of installs completed registration, and 8,458 purchased inside the day-zero window.
What we did
01Optimise to day zeroaf_purchase_d0 used as the target event, not a multi-day attribution window.
02Buy match-day intentSupply weighted toward sources delivering users already in a match-day context.
03Hold 23.2% to registrationInstall-to-registration rate tracked as the primary funnel-health check.
04Cut slow convertersSources whose users registered late or never purchased same-day were dropped.
