Pocketful builds a measurable acquisition engine for mobile growth in India

The team tracks the full onboarding path: email and phone verification, registration completion, document submission, selfie completion, bank account linking, FATCA completion, e-sign completion, KYC submission, KYC approval, fund addition, and trade execution. One of the most valuable use cases is link creation for external acquisition sources. 

Pocketful works with partners, branches, affiliates, and campaign-specific distribution channels, and each may need its own tracking parameters. Previously, managing links across a growing number of sources meant repetitive manual work and inconsistent configurations. 

Pocketful's primary goal is scalable, cost-efficient customer acquisition that stays focused on user quality and downstream business outcomes.

To get there, the growth team set several priorities.

• Scaling app installs and new customers through paid media, affiliates, partnerships, branches, and referral programmes
• Improving conversion at every funnel step, from installation and registration to KYC completion, account opening, fund addition, and first trade
• Measuring campaign performance beyond installs to see which channels and partners deliver valuable, active customers.

 

The team also wanted partners and branches to run measurable campaigns through programmatically generated tracking links, to optimise budgets using reliable attribution data, conversion quality, and customer acquisition costs, and to improve transparency, reporting accuracy, and accountability across the acquisition ecosystem.

As acquisition spread across more marketing channels, partners, branches, and campaigns, Pocketful needed an attribution solution that could measure the customer journey consistently. The central problem was connecting campaign interactions with actual in-app outcomes. For a stockbroking platform, installs alone do not indicate business success. The team needed visibility into deeper funnel events such as registration, KYC completion, account approval, fund addition, and trading activity.

Link management was a second challenge. Pocketful needed a scalable way to generate and manage campaign-specific tracking links for different partners, branches, and initiatives, without creating each one by hand. As the distribution network grew, consistent measurement across a larger number of acquisition sources became a priority.

Adjust gives Pocketful a structured attribution framework. It connects acquisition sources with in-app events and makes campaign performance easier to analyse. Adjust is built into the team’s mobile acquisition and measurement workflow, where attribution data sits alongside in-app and backend conversion events to evaluate campaigns across the customer journey.

Adjust features that support Pocketful’s growth operations

• Attribution and campaign tracking, to understand which campaigns and acquisition sources contribute to installs and later user actions.
• Tracking links and deep links, to create campaign-specific links for partners, branches, affiliates, and marketing initiatives.
• Custom event tracking, to monitor onboarding and activation milestones, including registration, KYC submission, account approval, fund addition, and trade execution.
• Partner-level measurement, with link structure and tracking parameters that distinguish performance across individual partners and campaigns.
• Real-time attribution visibility, to access timely campaign and event information for monitoring and optimisation.
• Server-to-server event integration, to send selected backend-confirmed events such as KYC approval and trade execution, which improves visibility of downstream conversions.
• Campaign performance analysis, to understand the quality of acquired users and support budget allocation decisions.

Together, these capabilities move Pocketful from basic install measurement towards an outcome-oriented approach to acquisition. The team has begun moving to programmatically generated, structured tracking links for each partner, branch, and campaign, with consistent attribution parameters.

This lets Pocketful:

• Create unique links at scale without configuring each campaign by hand.
• Attribute acquisition activity to the relevant partner, branch, or campaign.
• Standardise tracking parameters across distribution channels.
• Reduce operational overhead and the likelihood of manual tagging errors.
• Analyse which sources contribute to completed onboarding and trading activity.

The approach supports granular performance analysis and makes it easier to compare sources by their contribution to downstream events rather than installs alone. It also gives Pocketful a foundation for scaling partner-led acquisition with better operational control and measurement consistency.

Adjust's attribution and event tracking show how acquisition performs, while Pocketful's own backend and CRM data validate business-critical outcomes. Together, the two systems inform optimisation and reporting decisions.

1. A full-funnel view of onboarding, from registration and KYC through fund addition and first trade.
2. Programmatic, standardised tracking links for partners, branches, and campaigns, with less manual work and fewer tagging errors.
3. Source-level comparison based on downstream activation and trading, which supports budget allocation decisions.
4. [Quantified results pending. Pocketful please provide]