The Challenge
- Scale acquisition in Brazil during PIX’s rollout without spiking CAC
- Launch in Argentina, Colombia, Mexico & Chile with country-specific LTV targets
- Implement a performance strategy with centralized measurement and multi-model attribution
- Migrate to a robust MMP integrated with their CRM to maintain tight control
Our Solution
We rolled out a four-pillar playbook to accelerate growth while staying efficient:
1. Data Architecture & Attribution
- Swapped Kochava for Singular after a side-by-side analysis
- Mapped critical events and trained AstroPay’s BI team on setup
2. Media Diversification
- Blended web & mobile channels: Google Ads, Meta, TikTok, Apple Ads, Yahoo, Taboola, Criteo & DV360
- Balanced spend across iOS, Android & Web to offset auction inflation and boost incremental lift
3. LTV-Based Optimization
- Linked bidding models to high-value events (FTD, card usage, crypto buys)
- Taught algorithms to chase profitable users, not just raw download numbers
4. Smart Regional Scaling
- Rolled out country launches sequentially, rapidly tracking CAC/LTV ratios
- Pushed investment where economics worked and paused or dialed back where needed
Key Results
- Brazil: Quality users doubled while CAC stayed aligned to LTV—even amid PIX’s major tech shift
- New Markets: Argentina surpassed 50,000 users in 6 months; Colombia, Mexico & Chile hit sustainable CAC with clear investment roadmaps
- Investment Velocity: Monthly budgets grew multiple times over without efficiency loss, thanks to centralized attribution and value-based event optimization
Conclusion
AstroPay’s LATAM case proves that a data-first, value-focused performance strategy can turn regional expansion into a scalable growth engine. Boomit guided their shift from volume-driven acquisition to profitability-driven growth—backed by solid data architecture, trained teams, and country-tailored execution.
