7M+ installs. 4.2x ROAS. Africa's largest fintech app launched.

Safaricom had 56M+ MPESA users on USSD. The opportunity was massive — migrate them to a superior app experience. The challenge was doing it at scale, with rigorous attribution, across iOS and Android simultaneously.

Built a coordinated Meta, Google UAC and DV360 motion with attribution wired to Network ID, Source App, and Campaign ID from day one. Focused on modeled metrics over raw installs. Ran regular SKAN strategy adjustments for iOS. Let data, not assumptions, drive every budget decision.