Introduction
Founded in 2020, Shmoody is a mobile app transforming mental health support with practical tools and an engaging user experience. With nearly 1 million installs and 50,000 paying subscribers, Shmoody offers features such as mood tracking, instant mood improvement actions, community support, and growth-oriented challenges, making mental health care accessible and enjoyable. Shmoody's rapid growth is evident, with revenue soaring from $57K in 2022 to $1.7M in 2023.
Overview
Airbridge helps Shmoody scale to over 1M installs and boost MAU by 500%
Shmoody, a transformative mental health app, achieved remarkable growth with Airbridge's MMP, scaling to over 1M installs and a 500% increase in MAU. Airbridge's unified attribution data and comprehensive tools resolved previous challenges of fragmented performance tracking across iOS, Android, and SKAN dashboards. Unified cross-platform data enabled Shmoody to streamline campaign analysis, optimize ROAS, and track organic campaign effectiveness effectively.
Challenges
Shmoody struggled with fragmented data across iOS, Android, and SKAN dashboards on previous MMPs. This disjointed view of performance made it difficult to align metrics and understand user behavior across platforms. The reliance on multiple data sources was time-consuming, costly, and led to inefficiencies in decision-making.
Monitoring funnel conversions and measuring ROAS
As a subscription-based service, Shmoody needed clear visibility into how campaigns were acquiring new users and converting them into paying customers. Maintaining a positive Return on Advertising Spend (ROAS) was crucial, but limited insights made it challenging to optimize ad spend effectively.
Tracking organic campaign conversions
Shmoody heavily relied on organic campaigns, such as social sharing, for user acquisition. However, accurately tracking conversions from these campaigns was challenging without a solution that could automatically generate a large number of tracking links. This lack of tracking risked underreporting the value of organic channels.
Solutions
Airbridge provided Shmoody with a clear, unified dashboard, resolving the fragmentation issues across iOS, Android, and SKAN data. The platform's powerful customization capabilities allowed Shmoody to consolidate all platform data into a single, cohesive view. With Airbridge’s GroupBy filters, Shmoody could easily drill down into granular data by channel, campaign, country, and touchpoint, enabling precise performance analysis.
Enhanced funnel conversion monitoring and ROAS measurement
Airbridge equipped Shmoody with granular funnel visibility, allowing them to monitor the entire subscription funnel from app installation to trial conversion and beyond. With metrics like time-to-complete and trial-to-paid conversions, Shmoody gained critical insights into their user journey. Automated cost integrations across major ad platforms provided near-real-time tracking of costs, CPI, CTR, CPC, and ROAS. This comprehensive data empowered Shmoody to optimize ad spend and focus on the highest-performing campaigns and channels, leading to more efficient marketing efforts.
Accurate tracking of organic campaign conversions
Shmoody implemented Airbridge's custom channel tracking links, automatically generated via the Create Tracking Link API whenever users shared in-app content. These links ensured that conversions from organic campaigns were accurately tracked, allowing Shmoody to monitor and optimize valuable organic user acquisition channels effectively.
Favorite feature
Shmoody values Airbridge for its unified attribution data and comprehensive tools. Previous measurement tools required constant switching between iOS, Android, and SKAN dashboards, making performance tracking challenging. Limited functionalities and unclear pricing hindered growth, but Airbridge resolved these issues by providing unified data on a single dashboard and unrestricted access to essential growth tools.
Results
Airbridge's unified attribution data, comprehensive ROAS tracking, and robust tracking link solutions for both paid and organic campaigns have empowered Shmoody to refine their marketing strategies and achieve remarkable success. These tools not only streamline campaign analysis but also enhance decision-making processes, enabling Shmoody to drive continuous growth and innovation in the mental health support landscape.
