Mobbin Case Study: How a tiny growth team unlocked big impact

"Before Roadway, performance marketing looked like it was doing all the work – until we pulled back the curtain. Now we actually know where growth is coming from, and we can finally scale what’s working instead of guessing."‍

TL;DR – because time is money (and so are clicks):

• Saved $50K(ish?) in building internal attribution tooling and 20+ hours/month in engineering support
• Cut 15–20% of wasted marketing spend by reallocating budget based on actual ROI
• Campaign-level attribution across all key growth metrics, mapped to their actual growth levers
• Self-serve analysis that drives strategy, not just reporting
• Small team, big leverage: A cofounder/head of growth now operate like a full-fledged growth org

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Overview

Mobbin is the search engine for web design inspiration – and their growth engine reflects the same precision. Their strategy spans paid acquisition, influencer partnerships, affiliate programs, and organic search.

But with multiple channels firing, one critical question remained unanswered: What’s actually driving results?

Mobbin’s team needed more than just reporting – they needed attribution they could trust.‍

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The Challenge: Messy Attribution, Misleading Signals

Before Roadway, Mobbin leaned on Metabase to break things down. But attribution was a black box for their growth team.

• No unified model across channels – each operated in its own silo
• Last-touch attribution inflated performance spend, while organic and influencer got buried
• Conflicting reporting signals made decision-making slow, reactive, and guess-based
• Time-intensive workflows pulled the growth team away from optimization and into data-wrangling

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“We had a lot of data, but not a lot of clarity – and definitely not the kind that drives strategy.”

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The Fix: Attribution That Matches How Mobbin Actually Grows

With Roadway, Mobbin implemented a custom attribution setup that finally mapped to their actual campaigns and growth levers.

• Cross-channel attribution, structured around how their team actually runs growth
• Campaign-level insights across performance, affiliate, influencer, and SEO – all in one place
• Self-serve dashboards that surface what's working, without analyst overhead
• $50K saved by not building attribution in-house, plus 20+ engineering hours/month unlocked
• Analysis time reallocated to experimentation and optimizations, not post-hoc reporting

“Roadway made attribution a growth lever, not just a reporting layer.”

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Results: Sharper Strategy, Higher ROI

• Exposed high-performing affiliate and influencer campaigns that were previously undervalued
• Reduced reliance on paid channels that had been over-credited in last-touch models
• Reallocated spend to channels delivering real ROI
• 15–20% of total marketing budget saved by cutting inefficient spend and doubling down on top-performing programs
• Leaner, sharper growth team: One cofounder and one growth marketer now operating with the clarity and execution of a much larger team

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What’s Next

Mobbin is scaling the channels that actually drive growth: investing deeper in influencer and affiliate, optimizing SEO, and testing paid strategies with attribution they can trust. With Roadway, they’ve stopped guessing – and started compounding.

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