At Zedge, messaging the right user at the right time is key. We originally used Firebase to send push notifications – it worked fine at first, but as our needs grew, it became clear we needed more. To get better results and connect with users in smarter, more engaging ways, we switched to CleverTap. The impact was immediate: stronger reach, better personalization, and actionable insights right out of the gate.

Here’s how switching to CleverTap helped us significantly improve engagement and campaign performance.

1. Delivery & Open Rates: More Reach, Better Engagement

When we moved from Firebase to CleverTap, we saw a clear lift in both delivery and open rates. The data speaks for itself:

When you’re sending millions of notifications each week, these seemingly small percentage increases add up to thousands of additional user interactions.

2. Messaging Capabilities: Bringing Our Brand to Life

Zedge is all about creativity and bold visual expression – and our messaging needs to reflect that. While Firebase allowed us to send basic push notifications, it was limited to static, single-image formats with minimal customization. With CleverTap, we were able to take things much further: expandable visuals, carousel layouts, multiple CTAs (Calls to Action – buttons or links that prompt users to take specific steps), and emotional targeting helped us craft rich, engaging experiences – not just messages.

The impact? We more than doubled our click-through rates. CleverTap's capabilities helped us make our messages more interactive, and users responded.

We’ve gone from sending messages that “do the job” to ones that delight and drive action.

3. A/B Testing: Smarter, Faster Experiments

Before CleverTap, testing push variations was a hassle. Firebase required developer support, had no built-in control groups, and the results took days to obtain. Now? - We run multi-variant tests across visuals, copy, timing, and more - Built-in dashboards give us real-time insights - Control groups help us understand true liftWith this upgrade, our campaign decisions are data-based – not gut-driven. We learn faster and iterate smarter.

CleverTap’s internal A/B testing tool

4. User Segmentation: Talking to the Right People

Zedge’s user base is diverse – they have different interests, behaviors, and usage patterns. With Firebase, we had access to static user properties and slow-to-refresh audiences. CleverTap changed the game with:

- Real-time segmentation based on user behavior - Predictive scoring to identify at-risk users - Event-triggered journeys that feel like personalized experiencesWe now send the right message to the right user at the right moment. This isn’t just personalization – it’s precision marketing.

5. Analytics & Insights: Clarity Meets Action

Firebase gave us foundational analytics, but most of it required developer tagging and manual reporting. That bottleneck slowed our ability to act. With CleverTap, we now enjoy:

- Real-time analytics tied to campaigns - Funnels, cohorts, and retention analysis built-in - Exportable reports with actionable insights - Deep integration between segmentation and messagingMarketers at Zedge now move fast, launch smarter campaigns, and iterate with confidence. We no longer rely on gut instinct or slow dev cycles.

Final Verdict: Why We Made the Switch (And You Might Too)

Here’s the side-by-side view of what we experienced, including click-through rate (CTR) performance from our top campaigns:

Firebase served us well in our early stages, but as our growth and ambition accelerated, we needed a platform built for engagement at scale. CleverTap helped us unlock performance we didn’t know we were missing.