Go Westwing!

Westwing

Advertiser

Smartly.io

Marketing Partner

Effortlessly hurdling the cross-device challenge facing marketers, ecommerce leader Westwing used Facebook to drive mobile app downloads and accurately track its business impact.

~5,000

new iPhone app installs

2.7X

return on ad spend

25%

lower cost per mobile app install


Their Story

Making every home a beautiful home

Westwing is a leading international ecommerce company for home and living, offering its customers the latest trends in home décor and furnishing products at exceptional prices. Westwing is active in 15 markets on 3 continents and is headquartered in Munich, Germany.


Their Goal

Measuring Success

Westwing’s goal was to drive mobile app installs, with the ultimate goal of driving signups and sales through desktop. It also wanted to track, analyse and understand its customers’ cross-device behaviour between mobile and desktop.


“We found that for any mobile app campaign, Facebook was the most effective platform, which is why we decided to focus our efforts entirely on Facebook for this campaign.”

Natalia Nazarova, Head of Global Social Media, Westwing


Their Solution

Doing it Smartly

Connected consumers often research products on mobile before purchasing on desktop, so Westwing recognised the need to reach and track its customers across devices. To drive app downloads where people could receive exclusive offers and updates, Westwing’s team ran a Facebook-only mobile app adcampaign starting in July 2014.

But Westwing didn’t simply want to drive downloads and signups—it also wanted to track its business impact. Since most purchases tend to happen on desktop after a consumer has seen a product on mobile, Westwing turned to Facebook Marketing Partner Smartly.
Smartly made it easy for Westwing to track and analyse its digital marketing efforts holistically by combining the mobile app and desktop conversion data. The team could see both view-through and click-through conversions from the mobile app ad campaign, while tracking revenue data from desktop in real time.

Their Success

Multi-channel magic

One of Westwing’s mobile app ad campaigns brought more than 5,000 new iPhone app installs, with a 25% lower cost per acquisition. When combining the mobile app conversions with the revenue the app users have brought via desktop, it achieved an impressive 2.7X return on ad spend.

By accurately measuring conversions using Smartly’s cross-device measurement tool, Westwing found that its return on ad spend was 38% higher than expected when looking at both channel conversions in isolation.