Claro Shop uses Google Analytics 4 to increase in-app
purchases in time for the holiday season
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Case Study
Claro Shop uses Google Analytics 4 to
increase in-app purchases in time for the
holiday season
Tags
Analytics
Google Marketing
Platform
The Goals
Gather campaign insights across web and
app.
Optimize digital marketing campaigns based
on user behavior.
Increase in-app purchases during Buen Fin.
The Approach
Implemented Google Analytics 4 properties.
Reached Android app users with Google
Analytics 4 predictive audiences.
Re-engaged users with App Campaign for
Engagement in Google Ads.
The Results
Increased conversion rate 6 times for
“likely 7-day purchasers.”
Decreased cost-per-action by 78% for this
audience.
Claro Shop is a Mexican online
marketplace where you can find everything from
household goods to cell phones. On the third
Monday in November, Mexico celebrates its
annual shopping holiday, Buen Fin. Much like
Black Friday in the US, retailers provide deals
to encourage consumers to buy goods right
before the holidays. In this crowded space,
Claro Shop wanted to stand out against larger
and more established international retailers.
To do this, they needed actionable customer
insights and a way to rapidly create relevant
ads for their audience.
New insights and predictive audiences in Google
Analytics 4
Claro Shop started using Google Analytics 4 as
their primary analytics solution. This upgrade
gave them access to insights from their app and
website all in one place.
“Our transition to Google Analytics 4
helped us gain a deeper understanding of our
users across web and app.”
Christian
Ordaz, Head of Marketing, Claro Shop
This was key for the retailer going into Buen
Fin. Using Google Analytics data, they could
get a better understanding of how their
platforms were performing independently and
together. In doing so, they discovered that
users on their app were more likely to make a
purchase compared to their web users.
To take advantage of this insight, the team
decided to re-engage with customers who
installed the app but hadn’t yet made a
purchase. They turned to predictive audiences in Google
Analytics 4 to generate the best audience for
their campaign. Because the Buen Fin shopping
season lasts for about a week, Claro Shop chose
the “likely 7 day purchasers'' audience
template. Using machine learning, Analytics
analyzed historical data to predict future
purchase behavior with a high degree of
confidence.
Reaching app users with fresh and relevant
content
The integration between Google Analytics 4 and
Google Ads made it easy for the team at Claro
Shop to use the new predictive audiences as
part of their ad campaign. They decided to
reach these prospective customers using
App Campaigns for Engagement.
“We see great performance in the use of
Google Analytics 4 predictive audiences,
especially in app engagement campaigns.”
Christian
Ordaz, Head of Marketing, Claro Shop
This automated solution allowed them to
re-engage users who had installed their app
across multiple Google channels like Search and
YouTube, and encouraged them to make in-app
purchases during Buen Fin. Claro Shop simply
submitted some text, images and video and
Google Ads automatically tested different
combinations to find the most effective ads for
their customers. With machine learning, the
retailer was able to create efficient ads that
reached their preferred audience just before
the holiday season.
Making the right connections
After creating the predictive audience and
using it to re-engage Android users, Claro
Shop's conversion rate increased 6 times among
“likely 7-day purchasers.” On top of this, the
retailer saw a 78% decrease in its cost per
action. Seeing the results of the campaign
after one week, they decided to continue using
predictive audiences for future campaigns.
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