30-40% reduction in user acquisition costs

Cashify is a recommerce company with headquarters in Gurgaon, India. It was founded in 2009 as a team of 3 and has grown to an organization of 2,000. The company operates as an online marketplace where users can sell their used electronic gadgets like mobile phones, tablets, smartwatches, laptops and video game consoles to professional buyers. It also deals in refurbished devices. The company vision?: Robust Sustainability. “Building a world where tech doesn’t need to cost the pocket or the planet — technology should be accessible to everyone.”

In the early days of Cashify, there was no real focus on performance marketing. But this all changed once the team realized that they needed to reach the masses “who were putting their old phones in drawers never to be used again when other people could benefit from those phones”, said Krishan Sharma, Assistant Manager – Performance Marketing at Cashify.

Over time, the Cashify team also found that they were becoming too dependant on Meta and Google and wanted to diversify and explore other affiliates. “This is when we really realized that we needed an MMP.”

The Cashify team spread their net wide when looking for an MMP but industry references, the number of partners that Singular could allow Cashify to connect to, and the cost of the platform, all led to Singular being an obvious choice.

The team also enjoyed a 1-month trial before onboarding and enjoyed the ease of use of the platform and intuitiveness of the dashboards. “Singular stood out against other MMPs and the decision to move forward with full onboarding was simple.”

Before all else, the Cashify team calls out “trust” as one of the key benefits to working with Singular. Trust in the product. Trust in the data. Trust in the team. “The support we get from Singular is excellent. Frequent follow-ups focused on different challenges we may be facing; quick responses when we reach out for help, and in some cases, instances where the Singular team has identified problems and reached out to us. It’s a full support system. Not just a product.”

We create our custom dashboards and are able to populate additional offline data sets, which is really important for to be able to optimize our campaigns. We are focused on sustainable growth and being able to look at out data so granularly, even down to city level, helps us to understand whether we’re spending money on the right model, or not, or the right city, or not. Based on the patterns we have seen with Singular, we have changed our spending drastically.

Our focus with Singular has been with linear optimization. We need to know whether we are spending on the right platforms and in the right areas. From an incremental point of view, we’ve seen a 30-40% drop in user acquisition costs. We have also been able to scale on Google since implementing Singular because of the unbiased attribution we get.

The company has also reduced their incremental tax by 30% and ther blended by between 50-60%.