Introduction

What really changes when you stop chasing new tools and make your stack agree? For Avenue, a multi-market investment platform, the turning point wasn’t a bigger budget. It was clean attribution, corrected events, and a single source of truth. Once the data clicked, media efficiency followed.

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The Challenge

Avenue had a healthy growth engine but no dependable view of paid media impact—especially across journeys that start on the web and convert in-app. Without trustworthy attribution and high-signal events or predictive value, CAC drifted, quality was hard to weigh, and budget allocation stalled.

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The Approach

Winclap rebuilt precision and action capacity across three layers, without replacing tools—simply by making better use of what already existed.

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Fix the foundation: attribution that reflects reality

• AppsFlyer implemented correctly across app + web with a clean schema, consistent UTMs, and user IDs.
• Restored funnel integrity with a more focused strategy for each step of the funnel and for each KPI we needed to track, following the user journey — focusing investment on what matters and not spreading the budget across too many channels. This rebuilt the foundation of performance and created an environment that allows us to test more and add new channels to our strategy

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Make quality visible: secondary events that matter

• Standardized and re-valued key events (tiers, funding, FX, first trade) to separate sign-ups from investors.
• Enabled quality-weighted bidding and audiences so platforms optimize for the right users, not just volume.

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Bring it all together: data lake integration for decisions

• Databricks (Delta Lake) + AppsFlyer pipeline unified App/Web streams and business outcomes for a single truth.
• Built a reporting system that the growth, finance, and product teams can trust to plan budgets and pacing.

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Distribution & Execution

• Objective: user acquisition across Brazil and Chile.
• Platforms: Google and Meta.
• Media strategy: rebalanced spend between scale (Google Android, PMax, broader Search coverage) and quality (iOS as control, high-intent structures); experimentation with guardrails tied to LTV/CAC. We also brought the Finance team to the table to work together on the LTV projections, and fine-tune target CACs based on this collaboration.
• Context: 80–90% of new users onboarded via the app, but many journeys begin on the website.

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Results

• +25% increase in lead-to-fund quality after SDK activation (A/B observation).
• +50% uplift from WhatsApp/CleverTap brokerage message vs. control.
• +2–4% incremental account creation via push automations.
• +16% YoY in Funding vs. Accounts Created, signaling healthier cohorts.
• +36% YoY (+6% MoM) LTV from paid-media activations, strengthening the LTV side of the LTV/CAC equation.
• Operationally, Winclap now manages 100% of Avenue’s paid media under a single, shared performance language.
• Controlled investment and +20% in volume of Account Opens on Paid Media, with a −24% decrease in Cost per Account Open.
• (Related funnel lift: Account → First Deposit improved from 25% to 38% between May and July.)

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What Changed (and why it stuck)

• From “more tools” to “tools that agree”: alignment beats addition.
• From sign-ups to investors: corrected events moved optimization toward users who fund and trade.
• From siloed views to one truth: Databricks gave finance, growth, and product the same scoreboard.

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Conclusion

Avenue didn’t scale with a silver bullet. It scaled with clarity. Once attribution, events, and data were trusted, paid media became predictable, and growth stopped depending on guesswork. Data-driven consistency was the key to success — and that’s what Winclap pursued in every action.