Changing the way we do paid: how L’Équipe halved subscriber acquisition costs whilst increasing both attribution and last-click subscriptions

Romain L'hote is Marketing Director of L'Équipe, the emblematic French sports newspaper with a daily digital readership of 2.5 million, and over 190,000 subscribers to its paid digital offer. Subscriber acquisition is, as it is for many, at the heart of its monetization strategy. Today, Romain shares how, by trial and error, his team managed to halve acquisition costs on advertising platforms, while increasing both attribution and last-click subscriptions.