Agent.ai grew to over one million new sign-ups in Q1 2025, primarily through Google Ads. The question for the team: were marketing investments — particularly LinkedIn spending — actually driving long-term engagement and multi-agent adoption, or just vanity metrics like sign-up volume?
Agent.ai implemented RevSure's Marketing Mix Modeling to measure the incremental contribution of each channel to high-value-user (HVU) activation. Unlike last-click attribution, MMX evaluates group-level lift against baseline and normalizes channel contributions to reflect true impact.
The analysis revealed that LinkedIn — despite receiving only 13% of Q1 budget — contributed nearly as many HVUs as Google, indicating significantly superior efficiency in converting users to sustained, multi-agent engagement.
“Are our marketing dollars, especially LinkedIn's, actually moving users forward into high-value, long-term adoption? Should we be spending even more on LinkedIn?”
In Q2 2025, Agent.ai reduced Google spend by roughly 75% while maintaining HVU growth. LinkedIn emerged as the primary driver, achieving 34% lower cost-per-HVU than Google in Q2 with 63% of those users retained after the reallocation.
This data-driven pivot produced a 2.5% ROAS lift — measured against the new baseline, with the same total spend.