97% growth in first rides without CAC growth

Carsharing service

Objective:

Increasing first rides while maintaining target efficiency metrics

Tools:

Programmatic

Objective

Ensure growth in new users and first rides while maintaining acquisition efficiency within the target CAC, with a focus on stable scaling and business KPI delivery.

Solution

Analyzed all sources for target GEO coverage.
The analysis showed that sources with geotargeting capability could cover 60% of the client’s business KPI.
Defined a KPI for sources without geotargeting: at least 50% target GEO match, and removed the sources that did not meet it.
Analyzed all placements within the remaining sources that met the 50%+ KPI and disabled inefficient ones.
Developed dedicated communication concepts for each GEO, adding USPs for target audience segments.

When testing the GEO reinforcement approach, we focused on these metrics:

Incremental month-over-month (MoM) growth after launch
Maintaining CAC within the annual KPI

Results

after 3 months of optimization

25 186 (+8.7%)

First rides in existing cities

14 550 (+97%)

First rides in new cities

Recommendations for
further work

Optimize advertising campaigns toward higher new-user inflow with lower CAC while
keeping the planned budget for the following months.

Expected result: new user growth from 8% MoM.