Case Study · Cashback & Closed User Group Publishers · 2022–2025
Results compound with diligence — first the quick wins, then the building benefits.
TopCashback's conversion rate recovery is the product of operational improvements made in conjunction with networks and advertisers — and stricter commercial rules about which advertisers to onboard, prioritise, and step away from.
How the curve was built
Two engines — operations and selection. Both ongoing, neither heroic.
Engine A is operational: continuous, mostly Moonpull-driven, produces the steady upward grain. Engine B is commercial: a smaller number of decisions per year about which advertisers belong on the platform.
Make the conversations easy
Continuous, low-drama work that fixes the willing. Produces immediate wins per advertiser; the curve grain you see through 2024.
A1Network-by-network alignment — worked with each major network to enable cookie drops from loyalty sites before consent. Each one done is permanent.
A2A defensible legal framework — Sheridans wrote the PECR/GDPR justification for treating cashback cookies as strictly necessary. ICO confirmation obtained.
A3Audits that lead to action — ~600 advertisers identified with consent-blocked tracking. Hundreds made changes. Moonpull surfaced the issue; AMs ran the conversation.
Choose your advertisers carefully
A handful of decisions per year about who belongs on the platform. Produces the compounding effect — the 2025 inflection.
B1Onboarding gate, no exceptions — from 1 February, any new advertiser or network move must support pre-consent cookie tracking.
B2Promote the compliant — advertisers who fixed tracking got more visibility in the cashback site — better placements, more user traffic.
B3Delist where necessary — advertisers who could not or would not were removed, with alternatives promoted to users. Used sparingly; effective when used.
Engine A on its own produces a flatter curve. Engine B without A produces internal arguments and lost revenue. Run together, they reinforce — operations create the audit data that makes selection decisions defensible, and selection decisions create the commercial pressure that makes operations actionable.
The rhythm of return
What to expect, and when — three phases drawn from publisher journeys.
Quick wins, per advertiser
First Moonpull-driven fixes go live. +10–30% conversion uplift on individual advertisers becomes visible. Limited portfolio impact yet — but proof points accrue and trust builds with networks.
Operations gain rhythm
Networks recognise the format and act faster. Audits become a weekly routine, not a project. Legal templates unblock merchant DPOs. The grain of the curve flattens — losses stop widening.
The curve compounds
Selection decisions take effect. Compliant advertisers get more traffic; reluctant ones see commercial reasons to fix. The shortfall closes and revenue per click trends up — recurring, not one-off.
Industry chorus
Others on the same road — with the same shape of result.
“Moonpull data has enabled key initiatives that generated significant upside to our business. I'd feel like the business was flying blind without it.”
“Having all of that within Moonpull where we can share it with someone who actually is experienced enough to know the questions that need to be asked — that is the game changer.”
“Moonpull will become a centralisation piece for all networks, all publishers to manage tracking problems we see across the industry — probably one of the biggest tools for solving problems.”
“As the operational lead on tracking, Moonpull is an essential platform. Its reports lead to higher-quality conversations with networks and advertisers.”
Moonpull has been a game-changer in simplifying technical information for meaningful conversations — leading to better conversations with networks and advertisers, and significant improvements in tracking results.
We'll help you stay in the room until the curve turns
Start building your own curve
Moonpull's data is the conversation-starter. The result is what those conversations — held patiently, alongside a few decisive commercial calls — produce.