Du Telecom: 13% Lower CPA and 8.6% Higher Order Rate with Tapper
Joseph Elbcherrawy
Client Leadership Director, Mindshare, a WPP Media Brand
Tapper played a key role in improving the efficiency of Du’s performance marketing activity by addressing traffic quality issues within campaigns. Following implementation, Du achieved a 13% reduction in CPA and an 8.6% increase in order rate, demonstrating a clear improvement in conversion quality and overall campaign effectiveness.
13%
Lower CPA
8.6%
Higher Order Rate
About Du
Du (EITC) is one of the UAE’s leading telecommunications providers, offering mobile, fixed, TV, and cloud services to millions of consumers and businesses across the country. Operating in one of the most competitive digital markets in the region, Du runs large-scale, always-on performance marketing campaigns across Google and Meta to drive customer acquisition at scale. Its campaigns are managed in partnership with Mindshare, a WPP Media brand.
The Challenge
Du operates in a highly competitive performance marketing environment with large-scale, always-on campaigns across Google and Meta, where even small inefficiencies can significantly affect results. During monitoring, Du and WPP Media identified signs of low-quality and misaligned traffic, including activity outside intended targeting, click behaviors unlikely to convert, and invalid interactions that distorted optimization signals.
These issues were difficult to diagnose using standard platform reporting alone, and despite applying all available platform-level controls, traffic quality blind spots continued to impact campaign efficiency.
The Idea
To address these hidden inefficiencies, Du and WPP Media introduced Tapper as an independent traffic quality control solution. Tapper was designed to operate alongside existing campaign setups, continuously analyzing real-time behavioral signals to distinguish high-intent users from low-quality or invalid traffic.
By automatically excluding problematic traffic and providing visibility beyond native platform dashboards, Tapper aimed to improve the reliability of optimization signals without requiring changes to creatives, bidding strategies, or internal workflows.
The Results
After activating traffic quality controls through Tapper, Du saw clear improvements in performance efficiency:
- 13% lower CPA — cost per acquisition improved directly as a result of cleaner traffic inputs
- 8.6% increase in order rate — higher-quality traffic converted more effectively across campaigns
These results demonstrated that addressing traffic quality at the source allowed platform algorithms to optimize more effectively, delivering measurable gains in conversion efficiency without adding operational complexity.
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