Getir drives iOS growth with AppsFlyer and Google

Overview 

• Getir, one of Turkey’s leading ultrafast delivery platforms, set out to accelerate the growth of its iOS user base while maintaining strong campaign efficiency.
• In a privacy-first ecosystem, relying solely on SKAdNetwork (SKAN) created challenges for real-time campaign performance measurement and optimization.
• Getir partnered with AppsFlyer and Google to leverage their joint measurement solution. Activating Google’s Integrated Conversion Measurement (ICM) with results reflected directly in AppsFlyer reporting enabled more comprehensive, unified attribution for Google iOS App campaigns, even when device IDs are unavailable.
• With improved attribution and clearer insights into iOS campaign performance, Getir achieved a 4.1x increase in Google-attributed installs and a 69% reduction in CPI, enabling faster optimization and stronger confidence in iOS investment decisions.

Background 

Getir is an on-demand delivery platform providing groceries and everyday essentials directly to consumers in minutes. Through its mobile app, Getir connects users with local micro-fulfillment centers across densely populated cities like Istanbul, where speed and convenience are a strong competitive differentiator.

Getir’s mission is to make everyday life easier through fast, reliable delivery, continuously improving customer experience through operational excellence, and data-driven decision-making.

Challenge

Getir’s marketing team relies on accurate performance data to optimize campaigns and allocate budget effectively. However, the shift toward privacy-centric frameworks on iOS introduced new measurement challenges for their Google App campaigns.

Prior to implementing Google’s Integrated Conversion Measurement (ICM), the team relied primarily on SKAN data to evaluate user acquisition campaigns. While SKAN provided privacy-centric attribution, it also introduced several limitations, including delayed reporting windows that slowed campaign optimization, limited visibility into user-level performance signals, and constraints in evaluating campaign ROI and scaling spend confidently.

“Our biggest obstacle in driving profitable iOS growth was ATT consent. Low opt-in rates across ad networks limited our ability to collect device identifiers, reducing targeting precision and campaign efficiency.”

Eslem Diker Karatan, Head of Digital Marketing, Getir

As mobile acquisition plays a central role in Getir’s growth strategy, the company needed privacy-centric, advanced measurement capabilities to efficiently acquire high-value iOS users, retain them, and scale Google iOS App campaigns with confidence.

Solution

To overcome these challenges, Getir implemented Google’s ICM solution through AppsFlyer.

Richer iOS attribution for Google Ads 

ICM enables event-level campaign measurement independent of SKAN through AppsFlyer’s probabilistic attribution methodology. By leveraging Google’s ICM integration through AppsFlyer’s Measurement Suite, Getir gained more real-time, granular visibility into the true performance and impact of its Google App campaigns on iOS.

“The increase in optimization events allowed Google and AppsFlyer algorithms to learn faster and more effectively. As a result, we were able to improve our bidding, targeting, and creative testing—ultimately driving stronger campaign performance and more efficient budget allocation.”

Eren Dal, Digital Marketing Manager, Getir

AppsFlyer played a critical role in enabling the integration by supporting SDK updates, monitoring signal quality, and providing ongoing guidance on interpreting campaign performance and optimization opportunities.

Better accuracy through validation and trusted reporting

As part of Google’s ICM framework, AppsFlyer validates attribution claims before they are included in reporting—filtering out noise, improving accuracy, and strengthening confidence in campaign performance.

This solution allowed the Getir team to unlock additional attribution signals beyond SKAN, improve campaign optimization with stronger conversion signals, and maintain unified reporting through AppsFlyer.

The implementation involved close collaboration between Getir’s product team, Google, and AppsFlyer — including SDK updates, validating the integration, and setting up a dedicated AppsFlyer dashboard to measure daily install performance. The full process took approximately two weeks, after which Getir began seeing clear improvements in campaign measurement and optimization.

“Our collaboration with AppsFlyer and Google has been key to successfully implementing ICM and improving visibility into our iOS campaigns. With strong support from both teams and reliable measurement signals, we’ve been able to make faster optimization decisions and better support our growth strategy.”

Eren Dal, Digital Marketing Manager, Getir

One data reality

As an AppsFlyer customer since 2018, Getir leverages a range of AppsFlyer solutions, including Single Source of Truth (SSOT), which provides deduplicated, real-time, and granular attribution. By unifying SKAN and AppsFlyer attribution into a single measurement framework, SSOT unlocks deeper insights that empower smarter, faster decision-making.

“Having a unified view is very important for us, as our retargeting budget is significant and we need to see overall performance in one place. This allows our team to quickly identify trends, make informed optimization decisions, and ensure that budget allocation across campaigns is efficient and aligned with our goals”.

Sude Pakalın, Digital Marketing Analytics Specialist, Getir

Results

Activating Google’s ICM through AppsFlyer delivered immediate improvements in campaign performance visibility and efficiency.

Significant growth in attributed installs

With improved attribution, Getir saw a 4.1x increase in Google-attributed installs from iOS campaigns, dramatically improving visibility into acquisition performance.

Lower acquisition costs

Improved attribution and deduplicated conversions resulted in a 69% reduction in cost per install (CPI), significantly improving campaign efficiency.

Faster campaign optimization

With clearer install data available sooner, the team was able to conduct daily performance analysis and make faster adjustments and optimization decisions across campaigns.

Increased confidence in measurement

Improved visibility into campaign performance strengthened the team’s confidence in their iOS measurement framework and their ability to evaluate campaign ROI. 

Beyond the new measurement layer, the integration reduced manual work and reporting complexity. With AppsFlyer’s SSOT solution, Getir can continue working with aggregated raw data without needing to manually deduplicate double-flagged users.

As measurement capabilities continue to evolve, Getir sees significant opportunities to further optimize campaigns and scale its iOS acquisition strategy, with Google becoming a key channel for its iOS expansion.

“When working with a measurement partner, the most critical capabilities for us are accuracy, real-time data, broad ad network coverage, and strong data integrity and security. Equally important is a dedicated CSM who supports our team with actionable optimization guidance and collaborative troubleshooting. With AppsFlyer, we found all of that in one platform.”

Eslem Diker Karatan, Head of Digital Marketing, Getir