Crypto exchange Huobi
We turned app installs into first-time depositors for one of the largest exchanges in the world.
- Platform
- iOSAndroidWeb
- Channels
- GoogleMetaTikTokProgrammatic
- Strategies
- User acquisitionRetargeting
Objective
Exchanges can buy installs all day. The hard part is getting users through KYC and into a first deposit at a cost that makes sense. Huobi needed a paid media engine built around FTD, not downloads.
The core challenges we solved
- 01
Installs that never funded
Campaigns optimised to install volume filled the top of the funnel with users who never opened a wallet, so spend looked efficient and revenue did not move.
- 02
A drop-off inside KYC
Verification sat between signup and deposit with no event tracking attached, which left the largest leak in the funnel invisible to bidding.
- 03
Creative judged on clicks
Winning ads were picked on click-through, a signal that rewarded curiosity rather than intent to fund an account.
- 04
Policy limits on every channel
Crypto inventory carries market-by-market restrictions, so scale had to come from approved placements rather than broad reach.
Our approach
- Step 01
Optimised to the deposit, not the install
Tracking and bidding were rebuilt around registration, KYC and first-time deposit events so the platforms learned against the outcome that pays.
- Server-side events for registration, KYC pass and first deposit
- Bid strategies retargeted to FTD value rather than install volume
- Deduplicated attribution across app and web signup paths
- Step 02
Ran multi-channel UA at scale
Campaigns ran across Google, Meta, TikTok and programmatic inventory in the markets where exchange advertising is permitted, with budget following verified deposits.
- Market-by-market policy review before any launch
- Budget reallocated weekly against cost per funded account
- Separate creative pools per channel and per market
- Step 03
Tested creative against deposit rate
Winners were picked on FTD quality, not click-through. Concepts that drew cheap traffic without funding accounts were cut regardless of their engagement numbers.
- Every concept measured to funded account, not to click
- Localised proof points for each priority market
- Losing creative retired on a fixed weekly cadence
Business impact and results
- First-time depositors
- 24,800First-time depositorsVerified and funded accounts
- Lower cost per FTD
- 38%Lower cost per FTDAgainst the pre-engagement baseline
- Cost per depositor
- $200Cost per depositorBlended across all channels
