How Informer uses campaign budgets more intelligently by targeting customers
Achieved results for Informer
From steering on trials to steering on paid subscriptions
For
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Focus on trial periods without insight into customer value
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Lots of budget for trial periods that don't convert
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No insight into campaigns that are not performing
After
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Paying customer management as a KPI
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Campaigns optimized for real value
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Better ROAS and less budget waste
Smarter marketing decisions start with better tracking
As a SaaS company, you don't just want to know how many people sign up, but more importantly, who becomes a customer. Informer discovered that their marketing was focused on the wrong KPI and engaged YesWeTrack for offline conversion tracking that focuses on paying customers.
Who is Informer
Informer is a Dutch SaaS provider of smart accounting software for entrepreneurs. Their mission: to make accounting easy with a user-friendly, automated solution. To attract new users, the marketing team invests in campaigns that promote trial periods.
The challenge
While signups grew, one key question remained unanswered: How many of those trials turned into paying customers? Without clarity on that conversion, the effectiveness of campaigns remained unclear.
The solution: All-In Tracking
YesWeTrack implemented a complete tracking solution: All-In Tracking. This setup maps the entire customer journey from click to actual paid customer. This allowed Informer to not only see which campaigns resulted in trials, but especially: which campaigns resulted in paying customers.
Thanks to these insights, the KPI was adjusted. Informer no longer focused on trial periods, but on subscriptions. And that had an immediate impact.
After several calls with excellent communication the plan was put into action. The guys from YesWeTrack kept us informed and set up an excellent tracking. Thanks guys!
The result
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From click to customer insight
All-In Tracking mapped the entire customer journey, including the crucial step from trial period to paid subscription.
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Waste discovered and advertising budget spent smarter.
Mobile traffic generated many registrations, but rarely led to paying customers. Thanks to All-In Tracking, this became visible and the algorithm no longer got a distorted picture.
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Data-driven optimization
Campaigns are now adjusted based on actual converted trials, not low-quality conversions.
