Case Study

Mobile App Growth Built on Reliable Measurement

  • +40%
    Growth in Marketing Budget
  • 2X
    New Install Growth
  • 9+ Million
    Installs in Brazil

BACKGROUND

RecargaPay provides Latin American customers with the fastest and most secure way to purchase top ups and pay utility bills on their pre-paid Android, Apple and Microsoft mobile phones. With a strong presence in Brazil, RecargaPay’s highly-rated Android, iOS and Windows apps service around two million paying customers.

CHALLENGE

RecargaPay is always looking for new and high quality traffic sources to continue to fuel their growth. However, their previous mobile attribution and marketing analytics provider used event-based pricing. As their Digital Marketing Specialist Richard Fenning stated, “In marketing, information is power. When we were charged for in-app events, we were reluctant to track all the events we needed. This meant that we had less data to drive decision making.” Additionally, their brand reputation and owned media drove a significant amount of their installs. However, they suspected that their previous attribution provider was over-attributing their organic installs to ad networks due to an over-reliance on fingerprint attribution.

ACTIVATION

RecargaPay transitioned their mobile attribution and marketing analytics to AppsFlyer, in order to gain a better understanding of their marketing funnel and user activity. Using AppsFlyer’s deep integrations with every ad-network in their marketing mix, including Google AdWords and Facebook, they were able to better understand which campaigns drove each install, in a single unified dashboard.

AppsFlyer’s cost tracking and unlimited in-app-event reporting made it easy for their marketing team to understand the ROI of each ad campaign, in real-time. Additionally, AppsFlyer’s deep integrations helped RecargaPay experiment with, attribute and optimize advanced network capabilities such as Google’s Universal App Campaigns, a capability offered only by AppsFlyer.

The team at RecargaPay are tech savvy and extra vigilant against fraudulent installs. The AppsFlyer anti-fraud solutions and full raw data reports provide the confidence they need to make smarter assessments of potential fraud, and take action based on this data.

RESULTS

AppsFlyer’s pay-once-per-install pricing gave the RecargaPay team the freedom to measure every in-app event, providing deep insights into their user LTV on a per media source and campaign level. This had a profound impact on their performance, doubling their monthly install volume. And thanks to AppsFlyer’s full raw data reports and total transparency, they gained the clarity and confidence to grow their mobile marketing budget by over 40%.

Since switching to AppsFlyer, our confidence and peace of mind in our mobile performance data has increased dramatically. With this firm foundation in place, we now invest more and invest smarter in mobile user acquisition.
Richard Fenning, Digital Marketing, RecargaPay