Customer stories

Singular Helps Postmates Decrease Cost Per Buyer By 80% With Unified Marketing Analytics & Advanced Creative Optimization

By Saadi Muslu September 28, 2018
  • 80% Decrease in Cost Per Buyer
  • 60% Decrease in Cost Per Registration
  • 2X Increase in CVR

With Singular, we can collect every data point from every partner and measure results in a multitude of ways — by platform, by partner, by creative. There are always useful things to be learned about your business that can help you grow.

Patrick Witham, Director of User Acquisition at Postmates

Their Story

When Postmates needed to aggressively scale its user acquisition efforts, the on-demand food and delivery app armed its UA managers with Singular to execute marketing analytics driven paid marketing. The result: Postmates drove large volumes of loyal users while decreasing its cost per new buyer by efficiently optimizing and allocating budget towards its highest-performing campaigns and creatives.

Their Solution

As a two-sided marketplace connecting consumers to deliveries, Postmates leverages Singular for insights on both new driver and new consumer acquisition. After connecting its sources to Singular, Postmates was able to automatically clean and connect its cost data with attributed event data to expose its KPIs in real-time including Cost Per New Driver and Cost Per New Buyer.

Singular gives Postmates a quick snapshot of UA efforts on a daily basis, with new users cohorted by D1, D3, D7, D14 and D30. With Singular’s flexible reporting, Postmates visualizes CPA performance over time at any dimension for quick and effective decision-making on campaign strategy and optimizations.

Postmates also uses Singular to improve its creative strategy: “Singular’s Creative Tagging is very useful. Postmates delivers tons of food, and analyzing which food(s) that get users to install and eventually order off of is very insightful.” By segmenting creatives by theme, Postmates found that name brands like Chipotle and Boba Tea drove strong results, helping the team increase the conversion rate of its creatives by 2X.

Creative Optimization
Using Singular’s Creative Optimization tools, Postmates exposed performance metrics by creative “theme”, determining that name brands drove above-average results. (The above data is fictitious.)

Their Results

“Our ability to track in-app metrics has gotten infinitely better,” says Witham. “Postmates saw a lot of successes early on in the delivery space and grew rapidly, but app analytics were not integrated. Now, with Singular, we can collect every data point from every partner and measure results in a multitude of ways — by platform, by partner, by creative. There are always useful things to be learned about your business that can help you grow. Start with the big picture and then go small.”

With Singular, Postmates was able to:

  • Reduce Cost Per New Buyer by 80%
  • Reduce Cost Per Registration by 60%
  • Increase CVR by 2X

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