“All the campaigns that we do that are more a performance-like campaign optimizing on installs — we knew that it had an impact that was not so easy to measure on our performance campaign but we did not imagine how much. It really confirmed the absolute necessity to keep investing on upper funnel campaigns even though they won't have short-term impact.”

Incrementality Tests Revealed Upper Funnel Had Far More Impact Than Assumed

Deezer ran geolift tests — shutting down specific regions — to measure the true contribution of upper-funnel campaigns to paid subscriptions. The results validated assumptions but at a much larger magnitude than expected. Upper-funnel spend was generating significantly more downstream conversions than last-click attribution credited it with, a common blind spot for apps relying solely on MMP data.