RacketPal

The Challenge

RacketPal had a strong product and clear market potential, but was struggling to scale efficiently. Their growth was limited by a few critical issues:

Paid acquisition was too expensive, niche and unpredictable
No clear visibility into what was working across marketing channels
User lifetime value was too low compared to acquisition costs
Growth had plateaued after early traction

To attract investors and sustain long-term growth, they needed a system that could acquire users profitably, improve retention, and prove their scalability.

The Approach

Advanced Attribution Setup

Due to iOS privacy changes and the loss of IDFA, attribution for over 70% of the user base was completely unreliable. To fix this, mobile measurement partners (MMPs) were integrated to enable accurate cross-platform tracking. Statistical and probabilistic attribution models were developed to bridge visibility gaps and enable data-driven decisions.

MMP integration to track and unify user journeys
Statistical attribution models to recover insights from iOS traffic
Real-time dashboards for performance monitoring across Meta, ASA, and Google

UGC-Led Creative Strategy

Authentic community content became the core growth engine. Instead of polished studio ads, real player stories were used to boost trust and engagement.

Short video clips from users sharing their experience
Testimonial-style creatives that performed better in paid
Hundreds of UGC videos scaled both paid performance and organic sharing

Data-Driven Performance Campaigns

Paid campaigns were restructured across Google, Meta, and Apple Search Ads.

Campaigns split by use case and user intent
ROAS-optimised bidding strategies applied
Hundreds of ad variations tested weekly for winners

The Results

Massive User Growth

Scaled from zero to over 500,000 users, becoming the largest racket sports community app in the UK.

Improved Unit Economics

LTV tripled while CAC dropped by 5x, transforming the growth engine into a repeatable and scalable system.

Successful Fundraising

The improved metrics directly contributed to securing £3M in funding from institutional investors.

Key Takeaways

Attribution creates leverage.

You can't scale what you can't track. Connecting ad spend to outcomes unlocked smarter decisions.

Authenticity drives performance.

Real users, real stories, and real feedback outperformed polished brand ads across every channel.