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Transparent Growth Measurement (NPS)

Industry: Edtech

 

From Zero to 19.5K+ Installs at ₹6 CPI in 2 Months: COP App by Baatu

About story
Baatu Story

Baatu Technologies is a pioneering company dedicated to enhancing children’s digital well-being through innovative technology solutions. With expertise spanning cybersecurity, child psychology, and educational technology, Baatu empowers families by fostering trust and transparency in the digital age.

Their flagship product, the Child Online Protection (COP) App, is designed for parents, helping them create a safe and enriching digital environment for their children.

To accelerate adoption and expand its reach, Baatu partnered with upGrowth to conduct a growth audit, manage paid ad execution, and provide consultation for scaling strategies across Indian and international markets.

Identified Challenges

Despite a strong vision and impactful product, COP App faced challenges that limited its growth:

  • Low discoverability and brand visibility among parents concerned with digital safety.
  • Gaps in app UI, communication, and Play Store presence that affected user experience and trust.
  • Inefficient tracking and funnel clarity make it challenging to measure and optimise conversions.
  • Need to scale installs and parent signups cost-effectively, while preparing for international market entry.

Goal: Create a sustainable growth framework that builds awareness, increases app installs and parent signups, and improves the overall user experience.

empathy, research
upGrowth’s Strategy & Execution

Period: May 2025 – Sept 2025

Initial Situation

  • COP App, developed by Baatu Technologies, aimed to safeguard children’s digital well-being and empower parents with a reliable monitoring solution.
  • Despite a strong vision and impactful product, the app struggled with low discoverability, gaps in UI/UX and communication, and limited visibility in the Play Store.
  • Tracking was inefficient, making it difficult to measure user activation and optimise conversions.

Starting Point

  • The app had steady installs, but a large proportion of users dropped off before signup or child profile setup.
  • Parent sign ups were minimal, uninstall rates were higher than industry benchmarks, and the overall funnel lacked clarity for scaling campaigns cost-effectively.

Objective

  • Build a sustainable growth framework to improve discoverability and adoption.
  • Increase installs, verified parent signups, and child profile completions.
  • Optimise communication and onboarding to reduce friction and uninstalls.
  • Improve tracking accuracy to measure performance across the funnel.
  • Prepare the app for scalable growth in Tier 1 & Tier 2 Indian cities while laying the foundation for international expansion (US, UK, UAE).

Solutions

EdTech Growth Case Study

Scaling Baatu: 19.5K+ Installs in 60 Days

How data-driven engineering and aggressive growth marketing achieved a ₹6 CPI.

19,500+
Total Installs

₹6
Cost Per Install

8.2L+
Campaign Views

The Challenge

Baatu, a Child Online Protection app, faced high friction in user onboarding and low organic visibility in a competitive EdTech landscape. They needed to scale rapidly while maintaining a low acquisition cost.

  • Complex child-profile setup causing drop-offs.
  • Limited tracking for post-install user behavior.
  • Need for high-trust brand messaging for parents.

The Objective

Drive Exponential User Adoption through High-Velocity Testing and Cross-Channel Funnel Optimization.

The upGrowth Framework

01
Product Engineering Audit

Reduced friction in the “Add Child” flow. Optimized UI elements to improve the first-session completion rate by 25%.

02
Precision Paid Marketing

Leveraged YouTube Discovery and Google App Campaigns. A/B tested 15+ ad creatives to find the winning “Parental Peace of Mind” hook.

03
GA4 & Funnel Analytics

Set up custom event tracking to distinguish between a “passive install” and an “active user,” allowing for smarter budget allocation.

04
Retention Optimization

Implemented automated drip campaigns and push notifications to re-engage parents, increasing App LTV.

Result:
Cost reduced from ₹15 to ₹6 while increasing daily install volume by 400%.

“The team at upGrowth doesn’t just manage ads; they understand the product lifecycle. Their engineering background helped us fix onboarding issues that were killing our conversion.”
Sandeep Kumar
Founder, Baatu Tech

Book a Growth Audit

Empathy, Research, Brainstorming & Planning

 

When COP App approached upGrowth, we began with a comprehensive Growth Audit covering:

 

Based on these audits, we provided recommendations and worked with the Baatu team to implement improvements.

We also performed a Paid Ads Audit (Google Ads + Meta Ads) to identify gaps in campaign structure, targeting, and creatives.

 

Strategy & Execution

 

  1. Paid Ads Execution
  1. Conversion Tracking (GA4)
  1. Email & Retargeting
  1. Additional Growth Strategies

 

Results & Impact

 

Within just 2 months of execution, COP App saw measurable improvements in performance and visibility:

Improved brand visibility and credibility in the highly sensitive child safety space.

Conclusion

Through a structured audit, execution plan, and ongoing consultation, upGrowth helped Baatu Technologies transform the growth trajectory of the COP App.

By combining UI/UX improvements, targeted paid ads, personalised communication, and robust tracking, COP App is now well-positioned to scale in India and expand to international markets.

This partnership enabled Baatu to achieve cost-effective installs, engaged parent signups, and stronger brand trust, bringing them closer to their mission of safeguarding children’s digital well-being worldwide.

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Testimonials

sandeep kumar
Sandeep Kumar

I had the privilege of working with Amol during a crucial phase of our journey at Baatu and ParentCop. What stood out instantly was his ability to think in systems, not silos.

upGrowth becomes a true partner in both product engineering and growth strategy. They helped us bridge the gap between what we were building and how it needed to scale in the real world. From tightening our product logic, refining user flows, and setting up growth loops to running high-ROI experiments, they have fingerprints all over the foundation that make ParentCop what it is today.

What I valued most was his ability to combine clarity with execution. He could zoom out and challenge our big-picture assumptions while simultaneously getting his hands dirty with the details—whether it was optimizing acquisition funnels, designing scalable systems, or setting up metrics that actually mattered.

If you’re looking for someone who won’t just “advise” but will engineer growth into your product DNA, Amol is the person you want on your side.

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