Wasabi
Subscription & AI AppsAbout Wasabi
Wasabi is a viral party game app powered by an AI host, built to turn hangouts into fast, interactive social experiences for friends and groups. The app features 10+ game modes and new content added monthly, helping keep gameplay fresh and encouraging repeat play. Early traction has been strong, with around 10K App Store ratings and a 4.7-star average.
To scale that momentum, Wasabi uses TikTok as a core growth channel, combining organic content with paid ads to drive new-user acquisition.
Challenges
As Wasabi scaled user acquisition through TikTok, the team needed a clearer way to understand which campaigns were actually driving profit. Here were their several challenges during this journey:
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Limited visibility beyond TikTok CPC: Previously, Wasabi mainly relied on CPC from the TikTok dashboard, which gave only a top-level view of performance. The team lacked visibility into:
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What users did after install
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Which campaigns led to conversion
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Which campaigns contributed to revenue
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Difficulty identifying high-performing creatives: Wasabi ran multiple TikTok video ads at once, and different videos led users into different in-app journeys. Without creative-level attribution, the team could not clearly see:
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Which videos drove the best conversion rates
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Which creatives brought in higher-value users
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Which ad concepts should be scaled
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Uncertainty around profitability: The core goal was to make sure every dollar spent on TikTok returned profit. But without accurate attribution and monetization tracking, it was difficult to:
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Prove campaign profitability
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optimize spend confidently
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connect ad performance to actual business outcomes
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Solutions
Full-funnel attribution beyond click metrics
Airbridge helped Wasabi move beyond CPC by making the full post-install journey visible. Instead of relying on top-level TikTok dashboard metrics, the team could evaluate performance through an independent, unified view of ad spend, attributed revenue, and in-app behavior. That gave Wasabi a clearer understanding of which campaigns and creatives were driving real business impact, not just low-cost traffic.
For Wasabi, that meant finally being able to connect acquisition to monetization. Airbridge gave the team visibility into what users did after install, which videos led to stronger conversion paths, and which campaigns were actually generating profitable users. This was especially valuable in a TikTok-heavy strategy where different creatives drove very different user journeys.
Airbridge also strengthened campaign optimization by feeding attributed install and in-app event data back into the ecosystem. Postbacks are particularly important for channels like TikTok when optimizing for action-based or value-based outcomes, because those models depend on post-install signals to improve targeting and bidding. For Wasabi, this made performance measurement more reliable and optimization more commercially meaningful.
Creative-level measurement on TikTok
Because Wasabi’s acquisition strategy depends heavily on TikTok videos, creative-level insight was critical. Airbridge enabled the team to track CPI and conversion performance at the individual video level, making it easier to compare creatives and identify which ones were bringing in higher-quality users. This also helped Wasabi understand how different ad messages influenced user behavior inside the app, since each creative often led users into a different path and a different likelihood of converting.
“Our CSM team at Airbridge went above and beyond to help us with TikTok setup and even troubleshoot a measurement issue.”
- Gordon Sun, CEO at TapTap Entertainment
Monetization-based optimization
Airbridge helped Wasabi connect campaign performance directly to revenue, giving the team a clearer view of which TikTok creatives were driving not just installs, but meaningful monetization outcomes. Instead of treating all acquired users the same, Wasabi could see how different videos influenced conversion paths, paywall behavior, and the likelihood of landing in higher-value monetization tiers. That level of visibility made it easier to distinguish between creatives that generated volume and creatives that generated value.
These insights allowed Wasabi to optimize beyond media buying alone. The team used performance data from its strongest paid ads to refine onboarding and in-app flows, aligning the product experience more closely with the expectations and intent that each creative sets before install. As a result, Wasabi was able to improve the quality of traffic moving through the paywall, strengthen conversion efficiency, and make product decisions with a clearer revenue lens.
The impact was immediate and measurable. By optimizing flows around the behavior driven by top-performing ads, Wasabi achieved a 2x improvement in paywall conversion and doubled its monthly revenue run rate. Rather than using installs as the endpoint, the team turned monetization data into a practical lever for both acquisition and product growth.
Results
With Airbridge, Wasabi transformed how it evaluates and optimizes performance on TikTok, shifting from surface-level metrics to a clear understanding of how each creative drives real business outcomes. By leveraging video-level attribution and connecting acquisition data directly to monetization, the team was able to refine both its ad strategy and in-app experience based on what actually converts.
This led to a 2x increase in paywall conversion, as Wasabi optimized onboarding and user flows around the behavior driven by its top-performing creatives. At the same time, monthly revenue run rate also doubled, driven by stronger alignment between user intent from ads and the in-app experience.
Overall, Wasabi highlighted Airbridge’s accuracy and cost efficiency as key advantages. The team would strongly recommend this to other apps looking to connect creative performance with real revenue impact, especially those relying heavily on TikTok for growth.
