Google’s AI-driven future depends on Google Assistant, but the company needed to reduce the hurdles of onboarding users. It launched the campaign Make Google Do It, which focused on demonstrating the device as a utility. The campaign focused on increasing the number of daily average users at a CPA. Online video, social, and programmatic display prompted consumers to take action. Google measures DAU increases and used a seven-day window to understand where the campaign had an impact. CPAs were measured using in-app floodlight tracking to track how efficiently we were driving the outcomes. With help from first-party data, Google reduce CPAs for lapsed users by more than 87.9%.