Ancestry vs FamilyTree

What Konnecto identified

User Journey

Gap identified:
Young adults (28-38) that are interested in finding out their roots and family tree, search Google for terms such as "What is the best family trees online". This search leads them to's article "Best genealogy tools of 2022". In this article, Family Tree and legacy 3.0 are listed as the top options, while Ancestry is not listed. Consumers convert with Family Tree and Legacy after being redirected via affiliate links within the article.

Our recommendations:
Our platform raised two recommendations to increase brand awareness and user acquisition for this consumer segment.

1. Display Ads: Target these consumers by using display ads on within relevant sections and articles such as “Best genealogy tools of 2022”, at the times and days in which users are most active. (Sat-Mon 17:00-23:00 ; Tue & Thu 14:00-16:00).

2. Affiliate Partnership: Create or improve the existing partnership with to incorporate affiliate links within relevant articles such as "Best genealogy tools of 2022", to attract high intent consumers and disrupt them before they interact with competitors

Supportive Metrics
12.1M Monthly Visitors




1 Hour


DNA Kits


Young Adults (28-38)

Get Initial Insights on Your Market