Case Study
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.
reported payment revenue, rolling three-month comparison
ad spend, same Adjust comparison
The brief
Takalam is a mental-wellness platform connecting people with counsellors through its app and website. The commercial journey runs from discovering the service to selecting a counsellor, choosing a session, completing payment and returning for support. Each step matters to acquisition performance. Gambra Digital's remit brought campaign management and measurement into the same engagement: manage paid acquisition across Meta and Google, work through the app's attribution setup, establish tracking for the web booking funnel, and help the client interpret performance across systems. The work required coordination between our performance marketing and account leadership team and Takalam's product and technical team. The objective was to make acquisition decisions around meaningful customer actions, including successful payment and booking, with a clearer view of what happened after a click or an install.
The constraint
A mental-wellness platform presents a difficult measurement environment. The engagement records document platform restrictions affecting conversion signals, discrepancies between reporting systems, and a web booking journey that mixed two forms of navigation. A visitor could browse counsellors without loading a new page, then encounter a full-page redirect during authentication or payment. Tracking built for only one behaviour could miss the other. The March audit found that the site's original page-load triggers did not capture normal client-side navigation. Subsequent testing exposed the complementary gap inside the authenticated booking flow. App installs also offered only a partial picture of acquisition quality: an install did not establish that someone had selected a therapist, paid or attended a session. Our team had to manage media while investigating these gaps, coordinating changes with the client and distinguishing dashboard signals from reconciled business revenue.
The approach
Our team made five connected decisions. First, we treated the booking journey as the basis of the measurement plan. The web implementation covered counsellor listings, individual profiles, timeslot selection, OTP verification, payment details and booking confirmation, with the relevant events connected to GA4, Google Ads and Meta. Second, we fixed the navigation problem at the trigger level. The 18 March audit identified missed events on client-side routes; the 25 March implementation report records a published fix that paired custom-event and page-load triggers across 12 funnel tags. This addressed both browsing behaviour and the hard redirects used deeper in the booking journey. Third, we extended app measurement beyond acquisition volume. The active Adjust SKAN mapping included early actions such as registration, profile views and payment, with later windows mapping booking and session completion. These were configured signals for understanding progression, not evidence of improved clinical outcomes. Fourth, we managed paid acquisition alongside that measurement work. The handover records Meta and Google activity across app and web, separate iOS and Android campaigns, and a focus on deeper funnel actions. The documented web stack included GTM, GA4, Google Ads conversion tracking and linking, Meta Pixel and a server-side Conversions API setup. Fifth, we made the implementation transferable. The June handover documented the campaign structure, tracking setup, reporting dependencies and remaining checks so Takalam's team could continue operating it. Across these decisions, Gambra Digital supplied the performance marketing, account coordination and measurement work; Takalam's team remained a partner in product and development changes.
The result
The clearest same-period comparison is 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 that same view, so the reported payment-revenue improvement did not depend on a larger install count. A separate, longer reporting window shows Adjust All revenue up 67.95% from 1 January to 21 June 2026 against 13 July to 31 December 2025. Ad spend in that longer window increased 555%; the lower-spend claim therefore applies only to the rolling three-month comparison. Actual revenue, spend and profit amounts are withheld. These views use different revenue measures and periods and must not be combined. Because tracking changed during the engagement and the screenshots are not a reconciliation to financial records, the figures establish reported performance, not the amount of incremental revenue caused by Gambra's work. The operational result is documented separately: a published booking-funnel trigger fix, an active iOS conversion mapping, and a client handover covering the campaign and measurement setup.
Why it matters
For an app-led service expanding its web acquisition, media decisions depend on what the business can actually observe after the click. Takalam's case shows why paid media, product behaviour and measurement need to be worked on together. A campaign dashboard can look healthy while the booking flow is missing events; a rising install count can obscure whether paid sessions are increasing. Gambra Digital's team worked across those boundaries, from campaign operations to diagnosing navigation-related tracking gaps and documenting the setup for the client. The transferable method is practical: define the commercially meaningful actions, test the real customer journey, account for the different behaviour of app and web, and read revenue changes within their exact reporting scope. That is the value of an agency team owning both acquisition work and the measurement questions that determine how it is judged.
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Frequently asked questions
What did Gambra Digital deliver for Takalam?
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?
The evidence consists of ten client-account screenshots captured on 22 June 2026, Gambra Digital's March audit and implementation reports, and the June client handover. Dashboard screenshots substantiate the reported values; configuration screenshots and delivery records substantiate the work. The figures describe this engagement and are not a forecast or guarantee for another business.
