Acquiring high-intent crypto users optimized for ROAS

CoinDCX is one of India’s leading cryptocurrency platforms, serving millions of users across trading, investing, and crypto education.

Objective

CoinDCX aimed to accelerate user growth while improving the quality of first-time depositors. The focus was not just on driving installs, but on acquiring users who were more likely to complete their first deposit, demonstrate higher engagement, and contribute to long-term value.

Challenge

As a leading crypto platform operating in a highly competitive and volatile market, CoinDCX faced the challenge of scaling user acquisition without sacrificing user quality. While install volumes were achievable, a large portion of acquired users failed to progress to first-time deposits, leading to inefficient spend and diluted ROAS.

The core challenge was to move beyond install-led optimization and consistently identify users with genuine trading intent, while filtering out low-intent installs that inflated volume but did not contribute to revenue or long-term value.

Solution

Radian deployed a performance-driven programmatic acquisition strategy designed to prioritize intent and conversion quality.

Campaign delivery was optimized around:

• High-intent user segments with proven deposit behavior
• Time-based and inventory-level optimizations to reach users when they were most likely to convert
• Continuous performance feedback loops using post-install and deposit signals

This approach allowed spend to concentrate on sources and moments that consistently delivered users with a higher probability of completing their first transaction.

Results

The campaign delivered measurable improvements across key efficiency and quality metrics:

• 14% increase in quality installs, indicating stronger post-install engagement
• 60% reduction in CPA, significantly improving acquisition efficiency
• 30% improvement in ROAS, reflecting higher user value and retention

These results demonstrated that programmatic, when optimized beyond installs, can reliably drive high-intent users for fintech and crypto platforms.