Effortlessly hurdling the cross-device challenge facing marketers, ecommerce leader Westwing used Facebook to drive mobile app downloads and accurately track its business impact.
new iPhone app installs
return on ad spend
lower cost per mobile app install
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.
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
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.
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.