LoseIt Taps Singular’s Unified Product To Expose A Complete View of Users – From Acquisition Through Engagement

By Gadi Eliashiv August 18, 2017

We’re excited to announce that Lose It!, one of the world’s most popular health and wellness apps, has partnered with Singular to strengthen its marketing attribution and analytics.

The Lose It! team will leverage all aspects of the unified analytics solution resulting from the recent merger of Singular and Apsalar. With this fully integrated offering, Lose It! will be able to connect, measure, and optimize its acquisition and lifecycle marketing data across paid and organic sources from a single platform.

“We didn’t want to work with multiple vendors to get the data we need,” says Eliza Jonathan, Growth Manager at Lose It!. “Singular’s unified product lets us retrieve and measure as much information as possible to discover the KPIs that are most valuable for our app. Now we can optimize towards these KPIs across every part of our app’s growth funnel – from acquisition to engagement through premium upgrade.”

Their Story
Lose It! was founded in 2008 to help real people achieve real weight loss by delivering an easy, personalized, app-based program. Since then, Lose It! has attracted more than 30 million downloads, and has consistently been ranked among the top apps in the Apple app store’s fitness and wellness category, and for good reason: Lose It! has helped its members lose over 50 million pounds.

Their Goals
In choosing a marketing analytics platform, the Lose It! team had several goals in mind:

  • Integrate analytics across all marketing channels
    “It’s essential for us to see beyond front-end acquisition data and expose what our users do further down funnel, so marketing can be optimized for downstream activity.”
  • Reduce reporting bottlenecks & operational overhead
    “Manual collection and analysis of marketing data in Excel wasn’t sustainable as it took hours to collate. In searching for a way to automate the process, we didn’t want to work with multiple vendors to get the attribution and analytics data we needed.”
  • Reduce reliance on Engineering
    “When onboarding a new channel, mapping events to our data warehouse required the help of engineers, which prevented us from easily testing and setting up analytics for new channels.”
  • Access deeper analytics
    “Network dashboards and internal reports weren’t meeting our analytics needs. In some cases, segmentation by date, ad group and cohort was limited. Or, we could only see conversions by campaign, not the sum of conversions by Geo or across the entire channel.”

Their Solution
After integrating Singular, the Lose It! team is already seeing the value of centralizing its acquisition and attribution data, with Singular’s powerful analytics tools layered on top.

Lose It! connected its ad channels and lifecycle management tools to Singular, giving Lose It! the ability to see if users coming from a specific channel or campaign are highly engaged with the app and are taking high-value actions. “The value of Singular is not just the users we obtain, but also what we learn about those users through other marketing channels like in-app messaging and email marketing,” says Jonathan.

Insights are derived from highly accurate and flexible ROI and CPA data, which the team can analyze on a channel, campaign, creative and publisher-level.

While platform integrations with new ad channels previously required assistance from engineering, now integrations are streamlined. “When I set up a new advertising channel, I can go into Singular and select which events I want to map to that channel on my own, without engineering help.”

“Singular will make it really easy to test and optimize new channels and see an apples-to-apples comparison between channels all in one place.”

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