WordPress Plugin Advertising Case Study: €1.54 per Free Install

The project promoted a free WordPress gift certificate plugin with an optional paid upgrade. The initial financial model assumed that 7% of users would purchase the upgraded version within 90 days.

Using Google Display Network, the team focused on acquiring free installations at a cost consistent with the project’s break-even model. The campaign reached the modelled break-even point after one month.

After two months and ten days, the cost per free install was €1.54, compared with the modelled threshold of €2.94.

Download the one-page PDF for the campaign approach, assumptions and reported results.