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Highlights
- Grew MRR from $75K to $200K+ in 3 months
- Halved their attribution costs
- Achieved zero attribution accuracy loss
- Unlocked profitable scaling on low-cost traffic segments
Welmi.ai is a Health & Fitness AI app that launched in March 2025. Within eight months, the team transitioned from their first organic sale to over $200,000 in MRR.
Their growth trajectory had a clear bottleneck: attribution pricing that made low-cost traffic channels unprofitable.
Switching to Adapty UA removed that constraint.
The attribution pricing problem
Welmi.ai identified cheap traffic segments with profitable unit economics. The channels worked on paper, but executing them proved to be a different story.
Their attribution provider, Adjust, had pricing structured in a way that didn’t fit their growth stage:
- Small traffic packages came with high per-install costs
- Large packages exceeded their budget
- No middle ground to test low-cost channels profitably
After roughly two weeks, confidence in the results noticeably increased, and the team continued experimenting.
For a team with validated product-market fit and profitable cohorts, this was a growth blocker. They couldn’t scale the channels that made economic sense because the tooling consumed the margin.
How Adapty UA works
Before we dive deeper into Welmi’s story, let’s see how the tool works in more detail.
Adapty UA attributes app installs and connects them with subscription revenue. This gives you a clear view of app growth and campaign ROAS in real time, without switching between multiple tools.
Attribution flow
- A tracking link is created in Adapty UA and added to an ad campaign. The link includes campaign parameters such as platform, campaign, ad set, and creative.
- A user clicks the ad and installs the app from the App Store or Google Play via the tracking link.
- On first launch, the Adapty SDK sends an install event. Adapty extracts the campaign parameters linked to this install.
- The install is attributed to the campaign that generated it, based on the tracking link parameters.
- Ad spend and revenue are connected. Adapty pulls spend data from supported ad platforms, currently Meta Ads and TikTok for Business, and links subscription and purchase events to the attributed installs.
All data is available in a customizable dashboard with key metrics such as spend, CPI, ROAS, revenue, cost per subscription, and more.
With this setup, you can analyze cohorts, track performance over time, and make data-driven optimization decisions.
Switching to Adapty UA
When Adapty launched its UA product, Welmi.ai evaluated it as an alternative. The core functionality matched established providers, but with pricing that aligned with their growth stage.
The deciding factor: price.
Before fully committing, the team ran campaigns in parallel on both platforms to validate attribution quality. As a result, attribution data was identical across both platforms.
Migration required almost no at all since they’d already validated data quality in parallel testing, the actual switch required no additional time.
What changed after the migration
With Adapty UA in place, Welmi.ai could further pursue the growth strategy they’d planned without constraints.
Profitable scaling on previously blocked channels
The pricing structure allowed them to test and scale low-cost traffic segments where Adjust’s per-install fees would have eliminated the margin.
Reporting infrastructure
Adapty UA allows creating custom dashboards, tailored to different use cases:
- Daily UA operations: campaign-level performance metrics
- Financial analysis: cohort payback tracking by day
Team responsiveness
Another crucial thing that made migrating to Adapty UA worth it is how engaged the platform’s teams are with their clients, including developers and customer success teams.
Growth results
With a trusted partner in attribution and costs aligned with their economics, Welmi.ai scaled confidently, growing 2x QoQ:
- March 2025: Launch
- August 2025: $75K MRR
- October 2025: $175K MRR
- November 2025: $200K+ MRR
Bottom line
Welmi.ai had strong fundamentals: product market fit, profitable unit economics, and clear growth potential. The limiting factor was the attribution tooling with pricing that slowed execution.
Adapty UA removed that constraint by aligning attribution costs with business economics. Growth followed.
One of the key advantages of Adapty UA is its tight integration with the rest of the Adapty platform. A single SDK covers subscription revenue management and provides access to:
- Paywall and Onboarding Builders
- A/B testing and Autopilot
- In-depth revenue analytics
Together, Adapty tools form a unified revenue ecosystem for subscription apps.
