A device may determine a campaign rule for providing a toll-free data service to a mobile device associated with a user. The campaign rule may identify a condition for charging a service provider, associated with the toll-free data service, for data used by the mobile device in association with the toll-free data service. The device may determine an efficiency metric associated with the user. The efficiency metric may be determined based on providing toll-free data services to the user or a set of users associated with a demographic with which the user belongs. The device may analyze the efficiency metric based on the campaign rule. The device may selectively provide the toll-free data service to the mobile device, associated with the user, based on analyzing the efficiency metric.