End-to-end funnel optimization for Myanmar's leading fitness pass platform, from install efficiency to registration conversion to paid user activation.
Flexible Pass gave access to 150+ gyms and fitness activities across Myanmar. Three distinct funnel problems: high install costs, low install-to-registration conversion, and weak registered-to-paid activation. All three needed solving together.
Full funnel ownership: acquisition architecture, creative development, Firebase event tracking, in-app message design, and retargeting across all funnel stages.
Acquisition creative focused on demonstrating the variety of activities available rather than abstract value claims, optimized for mobile and directed spend toward audiences most likely to register post-install.
For registration conversion I built retargeting sequences serving promotion-led creatives to installed-but-not-registered users. The highest-leverage work was the Firebase integration: a full event tracking architecture from install to paid conversion, which then powered in-app message sequences personalized by what each user had and hadn't done in the app.
89% decrease in cost per install. 25% increase in install-to-registration conversion. 2% monthly improvement in registered-to-paid conversion. The Firebase infrastructure also gave the Flexible Pass team a lasting asset: clear funnel visibility they hadn't had before.
Proper event tracking before optimization is the highest-leverage investment in any app growth program. The Firebase work unlocked decisions that surface-level install data alone would never have supported.