Istanbul, Turkey-based technology company Codeway develops AI-based mobile applications across a variety of categories. Codeway’s apps have been downloaded over 125 million times, and the company has over 1 million active subscribers.

The challenge

Seeking broader adoption of its AI-powered mobile apps, Codeway invests in performance marketing across multiple channels. However, like many app-based advertisers, the company struggled to accurately evaluate channel effectiveness amid evolving data availability challenges. Apple’s iOS privacy changes in particular hindered Codeway’s ability to gain comprehensive performance insights for iOS users.

This challenge was further complicated by Codeway’s diverse marketing investments, which require accurate channel-level measurement to guide strategic decisions. To address these obstacles, Codeway collaborated with Meta’s Marketing Science team and Meta Business Partner Analytic Edge to develop new approaches to measuring channel performance.

The solution

Codeway worked closely with Meta and Analytic Edge to adopt Analytic Edge’s next generation marketing mix model (MMM) solution, which allows for automated data ingestion for faster updates. MMM uses statistical analysis to capture the impact of investments across channels, making it a good approach for Codeway to achieve channel-level understanding.

Codeway was able to receive new model results on a weekly basis—leading to faster, more effective decision making. Those results quantified the contribution of each marketing channel in driving new subscribers to Codeway’s apps. Following the success of this approach, Analytic Edge built a second model to examine the halo effect of various channels where Codeway invests on other channels. This provided even deeper insights into the interplay of different media and their collective impact on new subscribers.

The impact

Following Codeway’s adoption of MMM, the company identified several key insights:

  • Meta was one of the top contributing channels to Codeway’s primary goal of driving new subscribers, accounting for 31% of the new subscribers driven by media.
  • When accounting for the halo effect of Meta on other channels, the contribution of Meta to the total number of new subscribers increased by 44%. This was primarily driven by a reevaluation of channel performance in the MMM study. The analysis also showed that cost per subscription for Meta decreased by 30%.
  • The MMM study revealed that a prominent user acquisition channel’s performance was largely driven by other channels, with a substantial 80% of conversions being driven by other paid channels including Meta. Discovering this insight helped Codeway better evaluate each channel’s performance and led to increased investment in Meta.

This effort triggered a new discussion on how Codeway could further understand the halo impact of its investments, leading the company to begin leveraging Meta Conversion Lift studies.

“By leveraging an automated MMM solution from Analytic Edge, we were better able to quickly and efficiently capture and act on the impact of our marketing investments. This effort also led us to realize the outsized impact Meta has in driving new subscribers to our apps.”
– Nazlı Dağdelen, Performance Marketing Manager at Codeway