Takalam: 105% growth in reported payment revenue on 23.13% less ad spend
Gambra Digital brought paid media, app measurement and web booking analytics together for Takalam. Our team managed Meta and Google campaigns, repaired gaps in the booking journey's tracking, and mapped iOS events beyond the install. In Adjust's rolling three-month comparison captured on 22 June 2026, reported payment revenue grew 105% while ad spend fell 23.13%. These are dashboard-reported changes during a period of measurement improvements.
+105%
+105%
reported payment revenue, rolling three-month comparison
-23.13%
-23.13%
ad spend, same Adjust comparison
The brief
Takalam connects people with counsellors through its app and website. Gambra Digital managed paid acquisition across Meta and Google and worked with Takalam’s product and technical team on measurement. We needed to follow what happened after an ad click or app install, from viewing a counsellor to selecting a session, paying and completing a booking. Our performance marketing and account teams handled campaigns, tracking investigations, reporting and the client handover.
The constraint
Takalam’s booking journey used two kinds of navigation. Visitors could browse counsellors without a new page loading, then go through a full-page redirect during authentication or payment. The March audit found that page-load triggers were missing normal browsing activity. Later tests found another gap inside the authenticated booking flow. Platform restrictions and discrepancies between reporting systems added to the problem. We had to manage campaigns while working with the client to establish which actions were being recorded correctly.
The approach
We mapped six web booking stages, from counsellor listings and profiles through timeslot selection, OTP verification, payment details and booking confirmation. The relevant events were connected to GA4, Google Ads and Meta.
The 18 March audit identified missed events when visitors moved between pages without a full reload. The implementation report on 25 March records a published fix pairing custom-event and page-load triggers across 12 funnel tags. This covered both normal browsing and the full-page redirects used during booking.
For the app, the active Adjust SKAN mapping covered registration, profile views and payment in the early measurement window, with booking and session completion in later windows. These were configured events for tracking activity, not measures of clinical outcomes.
Gambra managed Meta and Google campaigns across app and web, with separate iOS and Android activity and a focus on actions beyond the install. The documented web setup included GTM, GA4, Google Ads conversion tracking and linking, Meta Pixel and server-side Conversions API. Takalam’s product and technical team worked with us on implementation.
The June handover recorded the campaign structure, tracking setup, reporting dependencies and remaining checks so the client’s team could continue the work.
The work in screenshots
The evidence behind the growth
Explore the reported results, the iOS measurement plan and the web booking fixes delivered through Gambra Digital’s team. Each screenshot explains a specific part of the engagement. Financial totals and account identifiers are permanently redacted.
Evidence 01 / Performance
Payment revenue rose while ad spend fell
Adjust’s rolling three-month overview, captured on 22 June 2026, shows reported payment revenue up 105%, ad spend down 23.13% and installs down 36.42%. All three changes come from the same comparison.
Adjust overview, rolling three-month comparison. Exact monetary values, chart scale and the separate ROI tile are redacted. Select to enlarge.
Gambra managed paid acquisition alongside app and web measurement work during this period. The chart shows how activity varied over time. Absolute totals and monetary scales have been removed to keep Takalam’s financial information private.
Evidence 02 / Performance
Revenue and spend over the longer period
This dashboard compares 1 January to 21 June 2026 with 13 July to 31 December 2025. Adjust All revenue increased 67.95% and ad spend increased 555%.
Adjust user-acquisition view. Different period and revenue measure from the headline comparison. Financial totals and scales are permanently redacted. Select to enlarge.
This view uses a different revenue measure and period from the headline. It cannot support the lower-spend claim. Campaign management and tracking changes both took place during the engagement, so the dashboard alone cannot isolate their effect on revenue. Actual monetary values and scales remain private.
Evidence 03 / App measurement
Three windows for measuring app activity
The active iOS conversion mapping covers days 0 to 2, 3 to 7 and 8 to 35. It allows for people who download the app and book a counselling session on different days.
Adjust Conversion Hub overview, captured 22 June 2026. Three configured windows, with postback delays shown by the platform. Select to enlarge.
The setup includes early actions, payment and later session activity. Gambra worked on this mapping alongside paid acquisition. The screenshot confirms the configuration, but does not show how many users completed each action.
Evidence 04 / App measurement
Registration, profile views and payment in the first two days
The first window separates a basic session, payment initiation and successful payment in its coarse mapping. The finer mapping adds language selection, assessment completion, registration and therapist profile views.
First iOS measurement window, days 0–2: early intent and payment event mapping. Select to enlarge.
These event definitions let the team distinguish an install from later steps towards booking. The screenshot shows which actions were configured for measurement. It does not show a conversion-rate improvement.
Evidence 05 / App measurement
Bookings during days 3 to 7
The second window maps therapist profile views, successful payments and session bookings. It covers people who may return after their first two days with the app.
Second iOS window: days 3–7. The screenshot shows configured low, medium and high conversion values. Select to enlarge.
Gambra included these later booking signals in the measurement setup, with Takalam’s technical team involved in implementation. This records more of the decision cycle, although the configuration alone cannot attribute a booking to a specific ad.
Evidence 06 / App measurement
Bookings and completed sessions during days 8 to 35
The third window maps app sharing, session booking and session completion. It covers activity after the earlier payment window.
Third iOS measurement window, days 8–35: sharing, booking and session completion event mapping. Select to enlarge.
A completed session is a different event from an install or profile view. The mapping records that distinction. It does not measure clinical effectiveness, retention growth or the number of completed sessions.
Evidence 07 / Web booking journey
Connecting website events to reporting tools
The tag inventory shows GA4 configuration and booking events, Google Ads conversion tracking and conversion linking. These tools record what happens on the website after an ad click.
Cropped GTM tag inventory showing GA4 and Google Ads funnel tracking. Account identifiers are permanently redacted. Select to enlarge.
Gambra worked with Takalam’s development team to track the path from counsellor discovery to payment while managing paid media. The March implementation report separately confirms that the booking-trigger repair was published.
Evidence 08 / Web booking journey
Tracking the steps from profile view to booking
This part of the tag inventory includes profile or content views, checkout starts, payment information and booking confirmation. It also shows the paired triggers used for the website’s different navigation behaviours.
Cropped GTM tag inventory including Meta funnel events. Account identifiers are permanently redacted. Select to enlarge.
The stages give the campaign and product teams a common way to examine where users leave the booking journey. The handover also records remaining checks. A tag appearing in this list does not establish that every destination received its events correctly.
Evidence 09 / Web booking journey
Fixing tracking across two kinds of navigation
The trigger list shows custom-event and page-view rules paired across six booking stages. The site used both navigation without a page reload and full-page redirects during authentication and payment. Either behaviour could be missed if tracking covered only the other.
GTM trigger pairs for the booking funnel. Published delivery is corroborated by the 25 March implementation report. Select to enlarge.
The March audit found the first gap, and later tests found the issue in the authenticated flow. Gambra’s 25 March implementation report records a published fix pairing the two trigger types across 12 funnel tags.
Evidence 10 / Web booking journey
Defining the data passed with each event
The variable inventory includes currency, items, transaction ID, value and event identifiers, plus a lookup for event names. These are field definitions. No transaction values are shown.
GTM variable definitions. Account identifiers are permanently redacted; no transaction amounts are present. Select to enlarge.
Gambra documented the event setup for handover. Event identifiers can help match or deduplicate events, while transaction fields provide context for reporting. This screenshot confirms that the variables exist, but cannot establish whether browser and server events were fully deduplicated or reports reconciled with financial records.
Evidence captured on 22 June 2026, supported by the March audit and implementation reports and the June client handover. The two Adjust views use different periods and revenue measures. Tracking changes overlapped the engagement, so reported growth is not a financial reconciliation or an isolated measure of advertising causation. Configuration views show event definitions; the March report separately documents the published funnel fix.
The result
In Adjust’s rolling three-month overview captured on 22 June 2026, the selected Payment success in-app revenue metric rose 105% while ad spend fell 23.13%. Installs fell 36.42% in the same comparison.
A separate view covering 1 January to 21 June 2026 shows Adjust All revenue up 67.95% against 13 July to 31 December 2025. Ad spend rose 555% in that longer window. The lower-spend headline applies only to the rolling three-month view. The two views use different revenue measures and periods, so their results cannot be combined.
Actual revenue, spend and profit amounts remain private. Tracking changed during the engagement, and these dashboard figures have not been reconciled to financial records. They show reported performance during the work, rather than the incremental revenue caused by Gambra.
The delivery records also confirm a published fix for the web booking triggers, an active iOS conversion mapping and a handover of the campaign and measurement setup.
Why it matters
The booking flow was missing events even though tracking was installed. Testing the actual journey revealed where the gaps were, and the team adjusted the triggers to match how the site behaved. Gambra’s paid media and measurement work gave Takalam a setup that covered more of the path to booking, along with a record of what had been fixed and what still needed checking.
Gambra Digital's team managed Meta and Google acquisition and worked on the app and web measurement infrastructure. The documented scope includes six web booking stages, a dual-trigger GTM fix, Adjust iOS conversion mapping, GA4 and Google Ads tracking, Meta Pixel and server-side event infrastructure, reporting coordination and client handover. Delivery involved both Gambra's team and Takalam's product and technical team.
What does the 105% revenue-growth figure measure?
It is the change shown for the Payment success in-app revenue metric in Adjust's rolling three-month overview captured on 22 June 2026. That view reports payment revenue up 105% and ad spend down 23.13% against its displayed previous period. Actual amounts are withheld. Tracking improvements overlap the period, so this is reported growth rather than a verified causal uplift from advertising alone.
What does the 67.95% revenue-growth figure measure?
It is the change in Adjust All revenue for 1 January to 21 June 2026 against 13 July to 31 December 2025. It is a different measure and a longer window than the payment-revenue headline. Actual monetary values are withheld. It is not presented as reconciled company revenue, profit or revenue attributable exclusively to Gambra Digital.
How is the case study supported?
Ten client-account screenshots captured on 22 June 2026 support the walkthrough. Gambra’s March audit and implementation reports document the tracking repair, and the June handover records the campaign and measurement setup. The dashboard views show reported results, while the configuration screenshots show how tracking was set up.
