Driving Sustainable Growth in the Rewards Space
Fetch, one of America’s leading rewards apps, has built a strong reputation by turning everyday shopping into rewarding experiences. As the app matured, the key business goal shifted to scaling new sign-ups at a stable and predictable cost while nurturing users toward long-term engagement and lifetime value (LTV).
By partnering with Appier, Fetch adopted a data-driven approach that combined CPA-based scaling, real-time weighted CVR, and agentic incrementality powered by Media-Mix Modeling (MMM). The results were clear:
- 135% increase in sign-ups (Jun–Aug 2025)
- Guaranteed CPA for every sign-up
- Sustainable growth cycle through incrementality optimization
Scale 135%+ Sign-Ups with Optimized CPA and Real-Time Weighted CVR
Fetch’s growth started with a two-phase model. In the first phase, Appier country model gathered low-cost training data to set bidding baselines. In the second phase, a customized CPA model scaled sign-ups while keeping costs stable.
The model leveraged a wide range of input signals—such as OS version, uninstall behavior, install time, and days since install—while excluding same-day active users in real time to avoid wasted impressions. Bidding was further optimized through controls like priority, price, pacing, frequency, and timing signals (e.g., install time or view-to-install interval).
To enhance efficiency, real-time weighted CVR adjusted bid strength based on user status. For example, two distinct user profiles were treated differently:
- Just installed, not opened on D1 → Weighted CVR = 1.5x → Higher bids to quickly convert into sign-ups
- Dormant uninstalled users → Weighted CVR = 0.8x → Lower-cost touchpoints to re-engage without overspending
This approach ensured cost efficiency while sustaining volume at scale.
Agentic Incrementality: Real-Time Creative x Inventory optimization with Media-Mix Modeling
Scaling volume was only part of the challenge; Fetch also needed to ensure growth was truly incremental. To solve this, Appier applied Agentic Incrementality powered by Google’s Meridian Media-Mix Modeling (MMM).
Rather than relying on traditional pause-and-holdout tests, MMM continuously measured the causal effectiveness of each creative × inventory combination against whole-site sign-ups. This allowed campaigns to:
- Allocate spend to creative x inventory combination proven to drive incremental sign-ups
- Dynamically test and iterate in real time to sustain ROI
With this always-on approach, Fetch avoided wasted spend, eliminated the cost of holdouts, and optimized incrementality as part of its live campaign strategy.
Best Practice: Creative Optimization that Matches User Profile
The real breakthrough came when Agentic Incrementality and weighted CVR were combined. By layering both approaches, Fetch uncovered a best practice:
- Video ads worked best for new installers, using lively in-app experiences to encourage sign-ups.
- Low-cost banner ads effectively engaged dormant users, sustaining touchpoints and driving re-installs with clear value hooks.
This insight shows that aligning creative format with user profile maximizes both efficiency and incrementality—turning optimization into a continuous cycle.
Future Forward: Sustained Growth with Predictable ROI
With Appier's data-driven approach, Fetch has achieved stable, predictable sign-up growth while optimizing campaigns in real-time. By leveraging incrementality testing and continuous optimization, Fetch ensures sustainable growth at a low CPA.
As Abby Patton, Associate Director of Performance Marketing at Fetch, says:“Appier has helped us scale sign-ups at a stable cost. Their real-time insights and incremental ROI strategy have driven a 135% increase in sign-ups, ensuring long-term growth and real business value.”
