Payraw
Lezzoo Backed by Y Combinator

Case study · Paid growth

+52% return on ad spend.

Paid growth for Lezzoo, Kurdistan’s leading on-demand super app, backed by Y Combinator and built for the Middle East. Measurement, acquisition and AI agents, end to end.

A snapshot from a longer partnership.

Return on ad spend, indexed

Four-week snapshot · all channels · Week 1 = 100

Indexed, not absolute. Revenue measured in AppsFlyer on a lifetime-value basis.

28×

Return on ad spend

Week 4 · lifetime value

+22%

Value per customer

Week over week · twice running

77%

Of paid orders from TikTok

On 48% of the budget

Engagement
Growth partnership
Scope
Paid acquisition · Measurement · AI agents
Apps
iOS Android
Ad platforms
Meta TikTok
Placements
Facebook Instagram TikTok

The stack

Apps

  • App Store
  • Google Play

Measurement

  • SKAdNetwork
  • Firebase
  • Google Analytics 4

Engineering

  • GitHub

AI agents

  • Claude

The brief

Every vertical. Every platform. One budget.

Food, grocery, pharmacy, courier, payments. Each with its own audience, creative and unit economics, all drawing on the same budget.

The mandate: own paid growth end to end. Measurement, campaign structure, creative, budget, and the weekly numbers leadership decides on.

ThenNow

Campaigns

Boosted posts

Conversion campaigns, one per operating system

Measurement

Results read platform by platform

One event spec, server side, every platform

Creative

Launch by launch

A standing A/B program

Budget

Set per platform

Follows measured efficiency

Reporting

Dashboards

A weekly report, run by AI agents

What I built

01 · Measurement

77% of orders. 48% of the budget.

iOS and Android, instrumented end to end. AppsFlyer as the single source for installs, orders and revenue. In-app events specified once, shipped through GitHub, and sent server side to every ad platform. On iOS, SKAdNetwork conversion values and App Tracking Transparency consent. One event spec, so a purchase counts once, wherever it is reported.

With every channel measured the same way, the difference between them became clear.

Share of paid orders
77% 23%
Share of budget
48% 52%
TikTok Meta
Install to order21.4%12.0%
Cart completion60.2%47.2%
Return on ad spend49×9×

Week 4 · channel level · lifetime value · shares and rates only

TikTok turns installs into orders at nearly twice Meta’s rate. That decides where the next dollar goes.

02 · Structure and budget

Budget follows efficiency.

Boosted posts replaced by conversion campaigns, one platform at a time, each live the week its tracking was. One campaign per operating system, each bought on its own economics.

One operating system acquired customers at roughly half the cost of the other, four weeks running. Budget moved toward it in capped steps, with a clean read after each.

Capped moves Clean reads Learning intact

03 · Creative

Image for efficiency. Video for volume.

A standing A/B program, not one-off launches. Each format won on a different measure, so the roster runs both.

Image

Wins efficiency

Video

Wins volume

Image variants run against the winning video.

04 · Funnel

18–19% install to order. Five straight weeks.

Conversion at every step, all channels, week 4. A steady end-to-end rate makes week-over-week growth readable.

77.1%

Install to product view

41.5%

Product view to cart

56.6%

Cart to order

18.1%

Install to order

05 · AI agents

Autonomous reporting. Every week.

Platform exports go in. Agents built on Claude read every file in code, cross-check the sources against each other, and write the report leadership reads. Every figure keeps its source, so each week compares cleanly with the last.

  1. 01ParseEvery export, read in code
  2. 02ReconcileSources checked against each other
  3. 03ReportLeadership’s weekly numbers

The full picture

Same customers. Worth more.

+14%

Cost per order

Across the same snapshot

Steady

Order volume

Week 4

+21%, +22%

Value per customer

Week over week

Acquisition cost rose, volume held, and each customer became more valuable. Both sides went to leadership in the same weekly report.

Let’s build.

Paid growth, measurement and AI agents for your app. Tell me what you’re working on.

Let’s talk

Methodology

  • Figures are a snapshot from a longer partnership. Return on ad spend is indexed across four consecutive weeks, funnel rates across five.
  • Installs, orders and revenue measured in AppsFlyer. Revenue on a lifetime-value basis.
  • Spend from platform exports, reconciled against attribution data each week.
  • Multi-week comparisons use one consistent method from start to finish.
  • Ratios, rates and relative change only, published with Lezzoo’s permission.