Zapier, a leader in workflow automation, sought to optimize its customer acquisition strategy by improving ad performance. Using Churney’s predictive optimization models, Zapier shifted its bidding strategy to prioritize behaviors historically linked to long-term customer success, Zapier shifted its bidding strategy towards long-term value customers, achieving a remarkable 190% improvement in ROAS compared to its previous approach.
Challenge
Traditional bidding and optimization strategies depend on early conversion data, typically within the first seven days, to guide ad networks. However, customers acquired through Zapier’s Meta campaigns generated too few meaningful events within this window, limiting the network’s ability to learn and optimize effectively. As a result, Zapier faced challenges in improving acquisition performance while ensuring campaign stability.
Solution
Zapier faced challenges scaling on Meta due to limited meaningful conversion signals for the platform to learn from. Optimizing for early actions, like trials, led to an influx of users who didn’t always translate into long-term value, making it harder to maximize campaign efficiency and profitability.
Churney addressed this by identifying early behavioral patterns that historically correlate with long-term customer engagement. Rather than sending every conversion event to Meta, Churney shared a refined set of signals based on patterns associated with stronger long-term performance. At the same time, it carefully balanced quality with volume, ensuring there were enough high-value signals for Meta to learn effectively.
With this approach, Zapier was able to improve Meta’s learning and optimization by providing better-aligned signals, enabling campaigns to scale efficiently toward higher-value outcomes.
Results
Zapier tested Churney’s pLTV Event Optimization, and the results were transformative. Churney delivered twice as many new customers along with a 190% increase in ROAS.
Why It Worked
Conclusion
Churney’s predictive optimization solution enabled Zapier to break free from the limitations of early revenue-based bidding, unlocking significant growth in ROAS at scale. This case study demonstrates the power of pLTV-based optimization, proving that predicting long-term customer value leads to smarter ad spend and sustainable growth.
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