Binaryx
Binaryx started as a crypto exchange and later moved into real-estate tokenization. We worked with the team through both phases, in Russian- and English-speaking markets.
AARRR funnel, cross-channel web analytics, CPA networks, SEO and marketing automation at the acquisition and retention stages. Consistent monthly registration growth and an ROI analysis that found the most effective acquisition and retention mix.
Where it stood
A regulated, restricted category: the largest ad platforms limit crypto, and the product needed users to go all the way from sign-up to identity check to first deposit.
No view of the full user path
Sign-ups, identity checks, deposits and orders happened in different systems, so nobody could see which channel brought an active user.
Restricted advertising
Facebook blocked the domain and other large platforms limit crypto, so the usual paid mix was not available.
One message for everyone
Every user got the same communication, whether they had just signed up or already traded.
A new product, a new site
The move to real-estate tokenization meant a new design, a new audience and an SEO base that had to be rebuilt.
What we did
Full-funnel tracking
A tracking spec with a user ID and events for sign-up, identity check, deposit, purchase and orders, plus server-side order events and cross-domain tracking across the company's sites.
Telegram bot events in analytics
Offline events from the Telegram bot sent to GA through the Measurement Protocol, so bot conversations showed up in the same funnel.
AARRR funnel and cost import
Acquisition, activation, retention, revenue and referral defined and measured, with ad cost imported next to the results.
SEO in two languages
A technical audit, competitor analysis, five keyword clusters (exchange, buy and sell, trading, tokenization, coins) and briefs for more than 100 pages, plus press releases in Russian and English.
A paid mix that worked around the bans
VK, MyTarget, Yandex Direct, LinkedIn, AdRoll and push networks, with a chatbot route where Facebook ads were blocked.
Retention by email and push
Email chains and web-push by user stage, with their own dashboard.
Relaunch support for real estate
An audit of the new design, site and blog briefs, link-building and a new keyword map for the tokenization product.
What changed
- An ROI analysis of the marketing mix that found the most effective acquisition and retention channels
- Monthly registration growth from the first three months
- Higher retention
- 82% site visibility and 106 queries in Google's TOP 10
How we run it today. Today agents run the daily funnel and channel monitoring; the specialist still decides the mix.
Get a proposal
Tell us what you want to grow. We reply within 24 hours with what we'd look at first.