How did Notion improve its ROAS by 38% without increasing its budget?
“Conversion to paid users was very hard to measure. We knew we drove users but the causal relationship to paid users wasn’t clear. It was hard to feed
google back with relevant inputs”
The control group focused on cost, using tCPA optimization for sign-ups, while the Voyantis experiment group focused on optimizing for the likelihood of conversion to a paying user, based on predictions from Voyantis' AI models.
“It wasn’t just easy to work with Voyantis’ signal optimization solution, it generated great results too. We saw a 21% increase in team activation rate and a 38% predicted 6-month increase in ROAS”.
How does it work
Voyantis created custom prediction models to generate conversion prediction based on Notion’s anonymized data.
Prediction model generation
Voyantis' AI engine analyzes Notion's unique customer behaviors and attributes, correlating them with conversion trends to construct a specialized prediction model designed exclusively for Notion.
Predictions at the user level, are fed to Google using Google’s server API enabling Google to optimize campaigns for tROAS using value based bidding.
The model is constantly tested and verified by the Voyantis AI engine to generate the highest accuracy of future predictions and adapt for future upgrades of the Google algorithms.
The trial clearly demonstrated how customer value predictions can improve campaign performance, suggesting a shift away from focusing solely on CPA
ROAS Increase: Notion saw 21% increase in team activations, and 38% increase in predicted 6-months ROAS, all while keeping the same overall campaign budget.
Longer term impact
Cost efficiency: Notion significantly lowered the cost of acquiring paying customers, maximizing earnings without expanding the budget.
Attracting larget teams: Beyond the 21% increase in team activations, Notion attracted higher-value customers, evident by a 35% rise in accounts with more than three users.
“Here at Notion we’re excited to continue our partnership with Voyantis as we
expand our growth strategy”