How Nubank Increased ROAS by Routing Paid Users Straight to App

About Nubank

Nubank is one of the world’s largest digital banking platforms, serving around 54 million customers across Brazil, Mexico and Colombia. Guided by a mission to fight complexity and empower people, Nubank is fostering the access to financial services across Latin America, connecting profit and purpose to create value for stakeholders and have a positive impact on the communities it serves. Nubank has grown to 53.9 million customers— 41.1 million of which use the app at least once a month, and they recently IPOed on the New York Exchange. 

Challenge

Nubank’s marketing team needed to know which paid sources actually drove the highest return on ad spend (ROAS), but without a mobile measurement partner (MMP), that visibility wasn’t there. As a fast-growing company investing heavily in paid media, optimizing campaign ROI meant solving this first.

The team also saw an opportunity in how they routed users. Nubank’s mobile web sign-up experience was fairly extensive, and engagement and conversion rates were significantly higher in-app. Sending new users straight into the app instead of through the web would cut the number of steps to conversion, improving both user experience and conversion rates.

To capture that full ROI potential, Nubank needed to unlock attribution and deep linking for its paid campaigns.

Solution: Unlocking efficient user acquisition campaigns

Nubank cut new client registration steps and improved conversion rates by routing users directly into the app from paid campaigns, using Branch Performance for a seamless SDK integration. Fewer steps to convert also meant a lower loss rate than their previous web workflows, which mattered for a team optimizing every stage of acquisition.

Testing multiple ad networks let Nubank figure out which channels actually drove ROAS, not just volume. Branch attribution gave the team the flexibility to run that testing process, understand each partner’s true impact, and make timely optimizations. They ended up doubling down on the highest performer, Google. From there, Data Feeds let Nubank pull accurate, comprehensive channel performance data straight into their internal dashboards.

Result: Efficient ways to acquire new users and scale paid campaigns

With clear visibility into campaign performance and an easy way to test new network partners, Nubank could prove higher ROAS and scale their user acquisition methods with confidence. The result was more efficient paid mobile campaigns and a stronger overall conversion rate for new users.

• Increased efficiency and scale of paid campaigns
• Improved conversion rates from sending users to mobile app
• Simple, easy implementation and partner testing process

“Branch helped us to unlock mobile marketing operations and allowed us to use new media to drive customer acquisition and engagement.”

João Ribeiro, Growth Marketing

Martech & Infra at Nubank