SalaryOnTime delivers speedy mobile credit to help India’s wage earners, but as they scaled their campaigns through Meta, Google, and affiliate networks, their growth engine began to backfire. There were multiple channels for attribution; five separate systems fragmented their attribution stream to report the same data; numerous broken deep links rendered the use of the deep linking technology useless; and 16% of all salaries were attributed to fraud( an invisible budget leak), which has no way of detection or stoppage. To further complicate matters, once they got the crowd’s attention and installed them, there was no clear visibility as to what happened to those leads. They couldn’t determine who initialized the Know Your Customer (KYC) process; who submitted an application, or who determined which originated into a lender willing to make a loan.
Apptrove empowered SalaryOnTime with the unified growth intelligence it lacked before the integration. With real-time fraud detection, end-to-end deep linking, and cohort-based attribution across all channels, the team was now equipped with a common version of the truth and had confidence in taking action. They defunded two major failing channels, ramped up performance video campaigns that provided 30-35% greater LTV, and rebuilt their post-click user journey to be more effective for those leads.
The result was a quarter that changed their trajectory:
- 26% Growth in App Installs (7,30,406 → 9,20,312)
- 3× Improvement in Install-to-Application Conversion (10% → 28%)
- 55% Reduction in Fraudulent Installs
- 25% Increase in Average User LTV (₹3,000 → ₹3,750)
- 20% Improvement in ROAS (1.5x → 1.8x)
- 22–28% Better Marketing Spend Efficiency
