How Koin increased click-to-install efficiency with OneLink

Context

Koin, a pioneer of Buy Now Pay Later (BNPL) in Brazil since 2014, has always operated with a clear purpose: expanding purchasing power beyond the limits of the credit card. In 2023, the company took a new step and launched its own app, moving beyond B2B to also operate in the B2C model.

Today, in just the first half of 2026 alone, Koin’s app already has more than 6 million installs and around 800,000 monthly active users, in addition to being part of the Prosus Group.

Challenge

Since the start of the app’s operation, Koin chose AppsFlyer as its MMP. This early adoption provided a major advantage, allowing the company to build strong measurement and attribution practices from go-live, ensuring a reliable data foundation to sustain its scale.

By adopting AppsFlyer’s OneLink, Koin identified a significant gap between the number of clicks and installs recorded on the platform, which represented a direct waste of already-earned traffic. As a result, investment in acquisition ended up generating fewer results than expected.

Solution

The answer was to adopt Custom Product Pages (CPP) in the App Store, varying the approach by source: each user had access to a store page contextualized according to the channel they came from, delivering a more relevant journey for Koin’s customers with no additional investment or channel changes required.

The initiative was structured as a test, with OneLink as the central link ensuring precise attribution between click, custom store page, and install. Data Locker absorbed the raw data into Koin’s internal database, mapping the store label as a permanent part of the acquisition journey.

As a result, all outcomes were visible in real time on AppsFlyer’s dashboards, showing which custom page each user was directed to and making it possible to track the test’s performance without relying on external data pulls.

“AppsFlyer was present at every stage — from setting up OneLink to tracking the results’ performance. Without attribution precision and real-time visibility, the test would have taken much longer or would have been shut down before showing its real potential. That speed is what sets apart a good partnership from a strategic one.”

— Bruno dos Santos, Media and Growth Supervisor at Koin

Results

• Click-to-install conversion: increased from 24% to 47% (+93%)
• Click-to-activation conversion in the app (full funnel): +75%
• Total Payment Volume (TPV) generated per click on OneLink: +77%
• Validation that would have taken 3 weeks was confirmed in 4 days

The test began on February 19, 2026, with an expected duration of 21 days. In just 4 days, positive validation was already confirmed, and 14 days later, all similar channels had already migrated to the new personalized strategy.

Looking ahead

Looking to the future, Koin’s team is already eyeing Protect360, AppsFlyer’s anti-fraud protection solution, as the natural next step in its operation — as acquisition channels expand, safeguarding traffic integrity becomes critical.

For the rest of 2026 and 2027, Koin’s focus is on returning users, with the goal of getting more people to purchase more often. The app remains the central channel for loyalty and monetization, and integration into the Prosus ecosystem expands Koin’s presence across multiple consumption moments for the same client, strengthening the role of alternative credit in Brazilians’ financial lives.