“what was really impactful was using the answers on the quiz as conversion events for Tik Tok so Tik Tok isn't seeing basically anything happening in the app they're learning who our user is based on the answers that they're giving us and then learning off what a good user looks like off of those conversions which are just answering the question in the way that we know it indicates a white hot user”

Use quiz-answer events as TikTok conversion signals instead of in-app events

TikTok's algorithm struggles to optimize toward in-app subscription events — there's too little signal and too long a lag. Ladder solved this by treating every quiz answer as a conversion event with a Pixel. TikTok learns what a high-intent user looks like from quiz signals before the person even opens the app. The quiz-to-App-Store correlation proved so tight that Greg could manage all spend decisions from quiz metrics alone without checking downstream app events.