Driving +305% ROAS Through a Full-Funnel Subscription Strategy for Headway

Headway

E-Learning

Ukraine

May 23, 2025

Driving +305% ROAS Through a Full-Funnel Subscription Strategy for Headway

The Results

+7896%

Growth in NOI

+719%

Total Revenue Growth

+305%

ROAS in 4 Months

Overview

Headway, a leading educational app for bite-sized learning, partnered with Z2A Digital to scale user acquisition and increase subscription revenue across global markets. Over the course of six months, Z2A helped Headway achieve a +7896% increase in non-organic installs, +719% in total revenue, and +305% improvement in ROAS through a comprehensive performance marketing strategy tailored to their unique conversion paths.

Download our one pager

The Vision

Headway’s core objective was to reach a broader global audience of self-motivated learners and turn them into long-term subscribers.

‍

The team wanted to drive growth across both monthly and yearly subscription plans, while ensuring the acquisition strategy aligned with their brand’s positioning in the competitive edtech space.

‍

To succeed, the strategy needed to not just focus on installs but on maximizing conversion rates and retention at every step of the user journey.

The Challenge

Expanding in the global education app market meant Headway had to navigate multiple pricing models and complex conversion paths.

‍

The app’s user flow varied by plan: yearly subscriptions required an install > registration > trial > subscription journey, while monthly users followed a more direct install > registration > subscription route.

‍

Z2A had to optimize campaigns for both paths simultaneously, while also adjusting to differences in user behavior and market expectations across diverse geographies like the U.S., UK, Canada, LATAM, Europe, and Australia.

Our Approach

Multi-Market Expansion Strategy

Z2A launched geo-targeted campaigns tailored to different market conditions and user behaviors across the U.S., Canada, Europe, LATAM, UK, and Australia, adapting messaging and targeting to meet the needs of each region.

‍

Audience-Aligned Media Buying

Using detailed behavioral data, Z2A activated channels and placements most relevant to Headway’s audience of lifelong learners, improving click-to-subscription performance and reducing acquisition costs.

‍

Full-Funnel Conversion Mapping

Campaigns were built to track and optimize distinct subscription flows (yearly vs. monthly), ensuring friction was removed from key conversion steps and that the entire user journey was supported—from install to subscription.

‍

Continuous Creative & Source Testing

Through ongoing A/B testing of creatives and performance monitoring across media sources, Z2A reallocated budgets dynamically to top-performing channels, ensuring a continually optimized cost-per-subscription.

‍