Airbridge’s unified cross-platform insights help Shmoody scale to over 1M app installs

COMPANY
Shmoody
INDUSTRY
Lifestyle
About
Shmoody

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. 

Summary

"By integrating Airbridge, we aimed to achieve cleaner and unified attribution data along with all-inclusive pricing. Airbridge has delivered clear, comprehensive data on the dashboard, allowing us to analyze cross-platform data between Android, iOS, and SKAN. Essential tools like dashboard granularity and cost data, which were missing from our previous providers, are all included under one clear pricing plan by Airbridge have been a game-changer for us, allowing us to scale to over 1 million installs and 500% growth in MAU.. As our CTO remarked, '...so far they're better than any other platform in every way.'" 

— Michael McSweeney, Co-Founder, Chief Product Officer

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.

"By integrating Airbridge, we aimed to achieve cleaner, unified attribution data along with all-inclusive pricing. Airbridge has delivered clear, comprehensive data on the dashboard, allowing us to analyze cross-platform data between Android, iOS, and SKAN. Essential tools like dashboard granularity and cost data, which were missing from our previous providers, are now included under one clear pricing plan by Airbridge. These features have been a game-changer for us, allowing us to scale to over 1 million installs and achieve 500% growth in MAU. As our CTO remarked, 'So far, they're better than any other platform in every way.'"
— Michael McSweeney, Co-Founder, Chief Product Officer
Challenges

1. Unifying Cross-Platform Attribution Data 

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.

2. 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.

3. 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

Unified cross-platform data with Airbridge 

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.

This sample demonstrates how Shmoody customizes the Airbridge dashboard for a unified view of all mission-critical metrics across channels, platforms, and campaigns. The data presented here is arbitrarily randomized.

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.

This sample demonstrates how Shmoody customizes the Airbridge funnel report to study how campaigns across various channels contribute towards user conversion along funnel steps. The data presented here is arbitrarily randomized.
This sample demonstrates how Shmoody customizes the Airbridge report to study how cost metrics vary across channels. The data presented here is arbitrarily randomized.

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.

This sample demonstrates how Shmoody is able to track organic social sharing performance on the Airbridge dashboard. The data presented here is arbitrarily randomized.
Final thoughts

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.

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.

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