Jakdojade: scaling ticket sales on an unchanged monthly budget

Jakdojade is a Polish app and service for planning public transport journeys. It was created in 2006 as a student project in Poznań and today operates in almost 50 cities across Poland. It lets users check bus, tram, and train routes, journey times, and real-time departures, as well as buy mobile tickets in selected cities. It works through a web browser and mobile apps on Android and iOS; the Premium version removes ads and adds GPS navigation.

• Strategic management of the advertising budget. The pursuit of steady growth in the number of tickets sold on a limited budget required precise control over costs and effectiveness. Without the right balance between promotion and ROI, the campaigns could generate sales, but at the expense of profitability.
• A lack of effective conversion tracking and media mix. Insufficient analytics data and a suboptimal choice of advertising channels limited the ability to optimize the campaigns and made it difficult to reliably assess their effectiveness.
• Connecting ticket purchases to advertising. The ticket purchase feature needed to be connected with advertising activities, so that every campaign would genuinely influence the sales result.

Two objectives, one budget

• Campaigns with two main objectives: acquiring new users and encouraging them to install the Jakdojade mobile app, and increasing the number of ticket purchases among people already using the app.
• Due to the protection of sensitive strategic data, the source does not disclose the detailed targeting methods or the budget allocation schedule.
• This approach achieved significantly better results on an unchanged monthly budget compared to the previous media mix, which did not make use of remarketing.

Conversion tracking rebuilt

• The previous conversion tracking setup placed too much emphasis on the number of installs. Conversion goals were redefined around key business indicators such as ticket purchases and revenue.
• Campaign objectives were narrowed to avoid conflicting signals in the Google Ads algorithms, with a clear division between campaigns acquiring new users and those re-engaging existing ones.
• New-user campaigns were scaled back; audiences were segmented by engagement level and messages tailored to behavior, which translated into a significant increase in click-through rate (CTR) and conversions, including re-engaging users who had installed the app but did not use it often.

Analytics

• A data integration between Sheets and Looker; the main Looker dashboard was expanded with new reports.
• The GA4 configuration for the Jakdojade app and website was optimized, improving the tracking of transitions to the app in GTM and via UTM parameters, with verification of traffic sources and user tracking within the app.
• The role focused primarily on education, reporting, and minor improvements to the GA4 and GTM configuration on the company's lead platform.

Creative

New ad formats were introduced to increase audience engagement.

Over the analyzed period, compared with the previous period:

• The total sales value grew by 6.02%.
• Conversion value grew by 47%, while costs on the client's side fell by 7%.
• A 28.8% drop in average Viewable CPM.
• The cost per conversion fell by 5.83%.
• By starting remarketing activities, ad visibility increased by 253.94%, and Viewable CTR increased by 777.45%.

Despite market challenges such as inflation and rising costs, campaign effectiveness was maintained and the client received a higher return on investment.

Jakdojade has maintained a strong market position for years, as confirmed by brand awareness studies. The collaboration continues on the basis of a performance-oriented campaign structure and improved data tracking.