End-to-end funnel optimization for Myanmar's leading fitness pass platform — from install efficiency to registration conversion to paid user activation.
Flexible Pass offered access to 150+ gyms and fitness activities across Myanmar. The business needed to reduce app install costs, improve the conversion rate from install to registration, and ultimately increase the proportion of registered users becoming paying subscribers. Three distinct funnel problems requiring coordinated solutions.
I owned the full growth funnel strategy: acquisition campaign architecture, creative development, Firebase integration for path-to-purchase tracking, in-app message design, retargeting funnel build, and optimization across all stages. This was one of the most technically integrated campaigns I ran during the Nexlabs period.
Acquisition was addressed with mobile-optimized video assets tailored specifically to the fitness motivation context, demonstrating the variety of activities available rather than making abstract claims about value. Budget optimization focused spend toward the placements and audiences generating installs from users most likely to register.
For registration conversion, I built creatives specifically focused on key promotions and the unique selling points most likely to motivate a newly installed user: free trial sessions, the breadth of gym access, flexibility. These were served as retargeting to users who had installed but not yet registered.
The most technically sophisticated element was the Firebase integration for path-to-purchase tracking. I implemented a full event tracking architecture that made every step from install to paid conversion visible and measurable, then used that data to build in-app message sequences personalized by user behavior, delivering relevant content and incentives based on what each user had and hadn't done inside the app.
Cost per app install dropped by 89%. Install-to-registration conversion increased by 25%. Monthly registered-to-paid user conversion improved by 2%, contributing meaningfully to revenue at scale. The Firebase-based measurement infrastructure also gave the Flexible Pass team a lasting asset: a clear view of their funnel they hadn't had before.
Building proper event tracking before optimizing is the highest-leverage investment in any app growth program. Without it, you're optimizing for the metric you can measure rather than the outcome you actually want. The Firebase work here unlocked optimizations that wouldn't have been possible with surface-level install data alone.