How we scaled JazzCash's mobile money user base by over 500,000 high-quality accounts in a single calendar year — with CPI efficiency that set an internal benchmark.
The Challenge
JazzCash operates in one of the world's most competitive mobile money markets. With Easypaisa as a direct rival and multiple banking apps competing for smartphone users, the cost of acquiring a new active account was rising. The target: scale volume without sacrificing account quality (activation rate, first transaction within 30 days).
The Solution
We ran a multi-channel UA funnel across programmatic display, in-app video, and social — with AppsFlyer attribution tracking every install and post-install event. Campaigns were split by audience segment: first-time smartphone users (simplified onboarding messaging), mobile banking switchers (feature comparison creative), and merchant acquisition (B2B-adjacent creative for small business owners).
Optimization focused on activation rate, not just install rate. Any sub-source delivering installs that didn't activate within 7 days was cut within the first two weeks of each campaign flight.
Retargeting ran for drop-offs at the KYC (Know Your Customer) stage — the most common point of friction in mobile money onboarding in Pakistan.
Key Results
500,000+
Total Accounts Acquired
12 months
Timeline
Post-install activation, not just installs
Optimization Focus
AppsFlyer — full funnel visibility
Attribution
Client
JazzCash
Format
User Acquisition — CPI / CPA
Market
Pakistan — Urban + Tier 2 Cities
Tools
AppsFlyer Attribution
Year
Aug 7, 2024