Líder drives in-app purchases at a lower CPA with Google
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Case Study
Líder drives in-app purchases at a lower CPA
with Google Analytics
Tags
Analytics
The Goals
Gather campaign insights through a single
source of truth across website and app
Convert web shoppers over to the app
Optimize digital marketing campaigns based
on user behavior
The Approach
Implemented Google Analytics 4 properties
Focused its campaign reach to Android app
users with predictive audiences in Analytics
Re-engaged users with App Campaign for
Engagement in Google Ads
The Results
Decreased cost-per-action of app campaign
by 85%
Improved conversion rate for “Likely 7-day
Purchasers” audience to 5.4%
Líder
strives to help its shoppers in Chile by
offering quality grocery products at affordable
prices. Owned by Walmart Chile, the retailer
and grocer has more than 370 stores across the
country. When physical shopping took a backseat
to digital channels in 2020, the team focused
its efforts on meeting online demand, which had
soared to eight times its pre-pandemic levels.
Navigating a highly competitive online
landscape, Líder decided to double down on its
food delivery app. Throughout the last 12
months, other top grocers and retailers had
launched new apps to improve grocery delivery
and pick-up. In order to grow market share,
Líder decided to extend its online delivery
radius to reach 90% of the Chilean population,
and planned to convert web shoppers over to the
app. But by expanding to such a large area of
the country so quickly, the team needed
accurate tools with actionable insights.
Uncovering insights with the new Google Analytics
Líder first needed a single source of truth
across its website and app to gather campaign
insights, which would help it optimize its
digital marketing campaigns based on user
behavior. They chose Google Analytics 4, the next
generation of Google Analytics that can be used
across a website, an app, or both together.
One of the first insights Líder uncovered was
that few potential customers were making a
first purchase soon after they downloaded the
app. With this insight, Líder discovered it
didn’t just need to drive an increase in app
downloads – it also needed to re-engage with
customers who recently installed the app but
hadn’t yet made a purchase.
Using the best of Google machine learning
To re-engage with these potential customers,
the team at Líder decided to reach its Android
app users with App
Campaigns for Engagement in Google Ads.
This fully automated campaign solution
re-engages users who have installed an app, and
across multiple Google properties, encourages
them to take specific, in-app actions. Thanks
to machine learning, App Campaigns for
Engagement helped Líder test different
combinations of text, images, and video, and
then showed the best-performing ads to app
users.
Líder also tested predictive audiences in Analytics
within its App Campaign for Engagement. A
predictive audience is built using conditions
known as predictive metrics. For example,
using the Purchase Probability metric,
Analytics can automatically suggest a
predictive audience made up of shoppers who
show the highest probability of purchasing in
the next 7 days. Líder decided to test out the
“Likely 7-day Purchasers” audience.
Connecting with valuable customers
Within a few days of launching its App Campaign
for Engagement, Líder began to see momentum.
Predictive insights from Analytics kicked in,
increasing the size of its predictive
audiences. To measure the success of its
campaign, Líder looked at conversions across
its website, Android app, and total e-commerce
sales, as well as cost per action (CPA).
Líder saw a decrease in the CPA of its app
campaign by 85% compared to its previous
efforts. The conversion rate for the “Likely
7-day Purchasers” audience also increased to
5.4%, a drastic improvement compared to a 0.3%
conversion rate for the company’s other,
standard audience lists used in App Campaigns.
“We’ve seen firsthand the value that the
new Analytics has brought to our business and
plan on using more new capabilities as they
become available in Analytics 4
properties.”
Esteban Bascur
Heredia, Manager of Marketing
Technology, Walmart Chile
Líder’s in-app sales have continued to grow,
solidifying the company’s position as one of
Chile’s top retailers. The team now uses App
Campaigns for Engagement with predictive
audiences on an evergreen basis.
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