FanDuel Exceeds First Time Deposit Goal NFL Season

Outcomes

Objective

FanDuel, a popular sports gambling marketer, came to Perform^[cb] looking to drive high-quality users to convert within their mobile app during the U.S. football season. Tracked conversions included new user sign-ups, deposits, and entering daily contests, with FanDuel’s primary KPI focused on reaching a 10% install to First Time Deposit (FTD) rate.

Approach

By utilizing its partnership with AppsFlyer to tap into exclusive ad inventory for FanDuel, Perform^[cb]’s internal media buying team was able to access a wide variety of traffic sources across major channels to test and optimize across. 

Perform^[cb] began testing placements on historically successful traffic sources, including video and in-app inventory. In order to exceed FanDuel’s KPIs during the NFL season, the team implemented strategic in-app optimizations, focusing solely on placements driving the highest-quality users. 

With the help of AppsFlyer’s Protect360 tool, the team was able to enforce an extra shield of brand safety for FanDuel, automatically shifting their ad budget away from low converting and click spamming placements.. 

Results

Just one week into the NFL season, FanDuel increased their click-to-install rate by 64% as a result of the immediate scale in conversions. Perform^[cb] not only met FanDuel’s KPIs – they exceeded them, driving a 12% FTD rate. Additionally, the team drove a 25% install to registration rate, becoming the highest driver of volume for FanDuel across all other agencies. Perform^[cb] is eager to continue scaling FanDuel’s new users and in-app engagement throughout the remainder of the NFL season and into the next year.