Licious Increases User Acquisition, Purchase, and Revenue Through Channel Optimization

Branch helps Licious increase install-to-purchase rate by 20% on Google Marketing Platform (GMP) through in-app optimization.

Licious is a meat and seafood brand headquartered in Bengaluru, India. The company operates on a farm-to-fork model, owning the entire back-end supply chain and transportation of temperature-sensitive goods.

Logicserve Digital, a Branch Certified Solution Partner, is a new-age digital marketing company that offers the most comprehensive digital marketing services suite. As Licious’s trusted partner, the Logicserve Digital team has been working to deliver high-quality brand and performance marketing campaigns.

Licious and Logicserve Digital wanted to acquire new app users by leveraging Google’s Display & Video 360 (DV360) platform, which allows advertisers to bid on and buy inventory directly from publishers or ad exchanges outside of Google’s network.

The Challenge:

All traditional attribution providers have a Server to Server (S2S) integration directly with the DV360 platform, which involves manually configuring several platform-specific properties like floodlights, creativeIDs, src, and cat values for each event. Once the integration is complete, conversion trackers need to be entered manually for each piece of content and landing page.

These campaigns’ primary objective was to increase user acquisition and increase purchase and revenue numbers through channel optimization. However, since a typical campaign sometimes has more than 200 different content pieces, manually entering the individual conversion trackers challenged the objective of scaling campaigns.

Branch’s premier integration with Google Marketing Platform (GMP) allows seamless integration with in-app event flow, which helps in remarketing campaigns and studying user patterns that impact first purchases.

The Solution:

With a focus on increasing app revenue, Licious used Branch linking and attribution within the Google Marketing Platform app for data optimization and measurement. Conversion ads, coupled with in-app optimization powered by Branch’s GMP integration, were used for increasing the efficiency of app conversion campaigns. In return, this efficiency helped Licious scale the amount of campaigns.

In app optimization explained:

In-app optimization focuses on driving in-app actions from acquisition campaigns. The goal is to find more valuable users, and to have the necessary in-app activity tracked as a conversion event. Channels will focus on people who are most likely to complete the specific in-app actions you’ve set up and selected for a certain campaign.

Branch GMP integration

This integration enabled the Licious and Logicserve Digital team to:

• Save time with the one-click integration process between Branch and GMP
• Capture all in-app events data in DV360 for in-app optimization
• Get granular data for deeper optimizations