About Tunaiku
Tunaiku, Indonesia’s first application-based digital loan platform, utilizes big data and predictive analytics to serve the country’s underserved and unbanked populations. As Amar Bank’s flagship product, Tunaiku provides personal loans to individuals and micro, small, and medium enterprises (MSMEs), leveraging data analytics for credit scoring to provide quick access to personal loans ranging from one million to 30 million Indonesian rupiah (IDR).
As of September 2024, the Tunaiku app has surpassed 20 million downloads and distributed more than 13.4 trillion IDR in loans since its launch in 2014.
Challenge: Navigating attribution and fraud to drive growth
As Tunaiku worked to grow its app user base, it faced significant challenges with attribution. Inconsistencies across paid channels and limited visibility into organic channel performance made it difficult to accurately measure impact. Varying attribution models and windows — ranging from 60 days for some networks to as little as seven days for others — complicated budget allocation and performance comparisons. And as the app gained traction, Tunaiku saw a rise in fraudulent activity, including deceptive installs and attribution manipulation.
Solution
Tunaiku partnered with Branch to streamline its attribution processes and optimize owned channel performance.
Standardize attribution across ad networks
Tunaiku turned to Branch Performance to standardize attribution models and windows across paid ad networks and agencies. With consistent, deduplicated data, the team could accurately compare paid channel effectiveness and allocate budgets based on real-time performance insights. By relying on Branch as the single source of truth across self-attributing networks (SANs) and non-SANs, Tunaiku identified the true value of each acquisition channel and avoided overpaying multiple networks claiming the same conversions. This unified approach optimized the team’s advertising spend and delivered better ROI.
Improve owned channel insights
To enable tracking across organic and owned channels — including WhatsApp, SMS, and push notifications — Tunaiku implemented Branch deep links. These links provided a unified view of user behavior at each step, from initial engagement to conversion, helping stakeholders understand how owned channels drove user activity. This insight allowed Tunaiku to track users’ progress from their first interaction to app registration and loan approval.
With this newfound visibility, Tunaiku optimized its engagement and messaging strategies. The team, for instance, launched automated reengagement campaigns to bring users back to the app. They sent deep-linked push notifications to users who opened the app but hadn’t yet registered, and approval reminders to those who received loan approval but hadn’t transferred their funds. By embedding Quick Links and support interactions into every touchpoint, Tunaiku ensured users who tapped a link landed directly on the right in-app page to take their next step while also tracking each engagement channel’s performance.
“Branch has become our main source of truth. With the platform’s robust attribution capabilities, we now have the visibility we need to optimize both our paid and organic marketing investments. This transparency allows us to make data-driven decisions that enhance our overall strategy, ensuring we allocate resources effectively and maximize our return on investment.”
Tarmizi Haryono, Head of Growth & Performance Marketing
Tunaiku
Minimize fraudulent activity
To combat fraud, Tunaiku relied on Branch’s advanced fraud detection features, including customizable rules designed to filter out false attributions. This approach prevented ad networks from falsely claiming credit for organic activity, helping Tunaiku avoid “double paying” for the same users across paid channels.
Branch’s fraud rules provided Tunaiku with multiple layers of protection and automatically enabled “universal rules” to block fraudulent activity, like events coming from TOR networks or suspicious IPs. Tunaiku then opted to enable “standard rules,” which target common fraud patterns like click injection and excessive failed login attempts. To strengthen its defenses even further, Tunaiku collaborated with Branch’s account and fraud teams to design custom rules tailored to its specific needs.
Results
With unified attribution, Tunaiku saw notable performance improvements, achieving a 23% year-over-year increase in app downloads and an 11% rise in new users. The company reduced its cost per acquisition (CPA) and cost per disbursement by 15%-20%, enhancing overall cost efficiency through improved owned channel performance and minimized fraud. Now with a single source of truth, Tunaiku can holistically analyze key marketing metrics across all channels to make smarter investment decisions.
Looking ahead, Tunaiku aims to expand its marketing initiatives into offline activations while continuing to optimize its omnichannel strategy.
“Our partnership with Branch has transformed how we approach our marketing efforts. With accurate attribution, we not only see significant performance gains, but we also have the insights needed to make informed decisions that drive growth. We’re excited to explore new marketing avenues and build on this momentum.”
Tarmizi Haryono, Head of Growth & Performance Marketing
Tunaiku
