Lamsa: a closed-loop acquisition funnel that grew paid subscribers 188% in 6 months
Lamsa, a kids' EdTech app, needed paid subscriber growth across iOS and Android that didn't just chase installs, it needed users who converted to paid subscriptions at a sustainable cost, across a 77 AED product.
Growth needed to compound, not just spike on ad spend
Top-of-funnel installs are easy to buy and easy to lose. The brief was paid subscriber growth that held up after the ad spend stopped, which meant building a funnel that got smarter about who to retarget, not just who to reach first.
A closed loop: Meta acquisition feeding GA4 behavior, feeding retargeting & lookalikes
Engineered a closed-loop funnel: Meta-driven top-of-funnel campaigns sent users to owned landing pages, GA4 tracked on-site behavior and activated it into first-party audiences, which then fed back into Meta and Google Ads as retargeting and lookalike segments. In parallel, owned ASO across the iOS App Store and Google Play, iterative testing of icons, titles, and keyword sets, backed by Apple Search Ads, plus expanded distribution through third-party Android APK marketplaces for restricted-Play-Store markets.
188% subscriber growth, 5.96M clicks, AED 0.28 cost-per-conversion
