McDonald’s Hong Kong uses Google Analytics 4 to increase
in-app orders by 550%
Marketing
Platform
For Small Businesses
For
Enterprises
Resources
Blog
Partners
Support
For Small
Businesses
Free and easy-to-use solutions for businesses of
every size.
Learn
more
For
Enterprises
A single platform that integrates your
advertising and analytics, so you can act on
customer insights faster.
Learn
more
Analytics
Understand your customers so you can deliver
better experiences.
Tag Manager
Manage all your tags without editing code.
advertising
Campaign Manager
360
Get a complete view of all your digital media
campaigns.
Display & Video
360
Reach today’s always-connected audiences
wherever they are.
Search Ads
360
Get real-time data and unified insights for
your search campaigns.
analytics
Analytics 360
Use advanced tools to get a deeper
understanding of your customers so you can
deliver better experiences.
Tag Manager
360
Manage all your tags in one place for a
smarter, simpler way to oversee your
marketing.
Marketing
Platform
For Small
Businesses
Analytics
Tag
Manager
For
Enterprises
Campaign
Manager 360
Display
& Video 360
Search
Ads 360
Analytics
360
Tag
Manager 360
Resources
Success
Stories
Insights
Community
Blog
Partners
Support
Case Study
McDonald’s Hong Kong uses Google Analytics 4
to increase in-app orders by 550%
Tags
Analytics
The Goals
Redesign the customer experience and adjust
to the rise of in-app food orders.
Use machine learning technology to predict
behaviors of their in-app audience.
Harness consumer insights to reach the
right customers with the McDonald’s mobile
order campaign.
The Approach
Implemented Google Analytics 4 properties.
Took advantage of predictive audiences to
engage likely purchasers.
Used App Campaigns for Engagement in Google
Ads to tailor their messages.
The Results
Increased conversions by 550% for “likely 7
day purchasers.”
Decreased cost-per-action by 63% for this
audience.
Increased revenue by 560% for the same
group.
With dining habits changing during the
pandemic, quick service restaurants saw foot
traffic drop and online orders spike. While
people found it challenging to enjoy their
favorite food at their local restaurants they
were still looking to recreate those feel-good
moments at home. To stand by its values and
keep making tasty food easily accessible,
McDonald’s wanted to provide its
millions of customers in Hong Kong with the
convenience of mobile ordering. With this
objective in mind, the McDonald’s marketing
team decided to uplevel their app user
experience and optimize the path to conversion
accordingly. They wanted to use turnkey machine
learning solutions to quickly gather customer
insights and use them in their in-app ad
campaigns to drive orders.
Using the best of Google machine learning
With the technical consultation from their data
analytics partner Media.Monks, the team at
McDonald’s implemented Google Analytics 4 and
started collecting real-time ecommerce data
from their app.
From there, McDonald’s turned to predictive audiences, a tool that
allows marketers to predict future purchase
behavior based on those automatically
refreshing ecommerce insights. A predictive
audience is built using conditions known as
predictive metrics. For example,
using the purchase probability metric, Google
Analytics 4 can automatically suggest a
predictive audience made up of customers who
show the highest likelihood of purchasing in
the next 7 days.
McDonald’s tested a handful of ready-to-use
predictive audiences that met
prediction-modeling prerequisites by design.
With the predictive audiences quickly
populating, Google Analytics 4 shortened what
could have been months of data analysis work
into just a couple of weeks. This ease of
implementation helped McDonald’s efficiently
map opportunities that were and weren’t
working, and how to move forward.
“Google Analytics 4’s machine learning
capabilities allow us to transform our digital
advertising strategy efficiently and
effectively by leveraging its out–of-the-box
solution.”
Kai
Tsang, Senior Director Digital Customer
Experience, McDonald’s Hong Kong
Due to the nature of the industry and high
repurchase rate, the “likely 7-day purchasers''
audience turned out to drive the most ROI for
the restaurant chain who decided to focus their
ad investment on that segment.
Activating insights in Google Ads
Thanks to the integration between Google
Analytics 4 and Google Ads, those predictive
audience segments could be seamlessly exported
to their ad campaign. McDonald’s media agency,
OMD,
recommended they use App
Campaigns for Engagement, a fully automated
Ads campaign type that prompts app users across
multiple Google platforms to take action.
Google Ads automatically tested different
combinations of text, images and video to
create optimized ads for relevant audiences.
Used in tandem with the insights on likely
purchasers, it became a powerful tool for
McDonald’s to reach customers more effectively
and drive in-app orders.
Despite their community’s rapidly changing
needs, Mcdonald’s Hong Kong was able to adapt
to their customers' new cravings and deliver
those delicious moments that they’re known for.
In just two months, the team increased their
conversions 550% for “likely 7-day purchasers''
and decreased cost-per-acquisition 63% among
that group. On top of that, McDonald’s saw 560%
increased revenue within that audience. With
this new data-driven strategy in place and
strategic partners by their side, McDonald’s
Hong Kong marketing team continues to thrive in
its digital transformation.
Share article
You might also like:
Case Study
Claro Shop uses Google Analytics 4 to
increase in-app purchases in time for the
holiday season
Read more
Case Study
Líder drives in-app purchases at a lower
CPA with Google Analytics
Read more
2
3
4
See all
Success Stories
Follow us
About Google Marketing Platform
Overview
For Small Businesses
For Enterprise
Learning & support
Support
Blog
Analytics
Academy
Skillshop
Google
Primer
Developers & partners
Google Marketing Platform
Partners
Analytics for
developers
Tag Manager for
developers
Campaign Manager
360 for developers
Related products
Google Ads
Google
AdSense
Google Ad
Manager
Google Cloud
Firebase
More from Google
Think with
Google
Business
Solutions
Google
Workspace
Privacy
Terms
About Google
Google
Products
Cookies management controls
Help