Server-side tracking connected web visits to app revenue. Dozens of creative tests produced five standout winners, while budget increases followed profitability targets. Paid advertising grew the business 4× and made the US its top region.
Louis Phillips on 4× growth and building predictable revenue.
INTVL’s gamified running app had a strong organic audience and a creator founder, but viral reach did not produce predictable revenue. The team had tried running ads internally and wanted a more dependable way to turn content into customers, particularly in the US.
Scale built a three-part system connecting reliable conversion signals, broad creative testing and controlled budget increases. Each part was designed to make the next decision clearer: which content worked, what a customer cost and when more spend was justified.
Server-side Conversions API events ran alongside the browser pixel with deduplication and first-party matching data. A unified identity layer linked website touchpoints to in-app activity so optimisation could follow revenue more accurately.
Dozens of hooks, messages and calls to action were tested across audience profiles. Five standout pieces of content emerged, and budget was concentrated behind those proven concepts.
Profitability thresholds guided structured budget increases. Bidding evolved with signal quality, and account structure consolidated as the campaigns matured.
INTVL grew 4× with paid advertising and the US became its top-performing region. Louis Phillips describes the change as a shift towards forecasting revenue and downloads with confidence. Weekly strategy calls, a shared Slack channel and a phased growth plan kept the internal team close to the work.
“The growth has been 4X, but the best way I can describe it is the predictability. We know if we put X amount in this week, we’re going to get this much out. That has been revolutionary for our business.”
Louis PhillipsFounder, INTVLDifferent brands. More ways to grow.
Baby & kidsYear-on-year growth in peak periods
Bedding & sleepGrowth since joining Scale
International expansionMonthly revenue, up from $300K
