OLX Optimizes Advertising for Maximum Growth

OLX is one of the world's leading classifieds platforms, providing local communities in high-growth markets with vibrant online marketplaces

1 Challenge

A Newer, Faster Approach Needed

OLX Brazil wanted to attract new and high quality users at scale. Reaching their desired growth targets required a nimble approach to paid user-acquisition and retargeting campaign management, especially on Facebook - one of their top sources of paid growth.

2 Solution

Analytics and Automatic Optimization

OLX Brazil connected their AppsFlyer mobile attribution and marketing analytics to Smartly.io, their Facebook Marketing Partner.

AppsFlyer’s deep integration with Facebook provided OLX with real-time mobile attribution insights. AppsFlyer’s marketing analytics provided rich insights into their user behavior and lifetime value. Through matching their attributed installs with their user engagement and revenues, AppsFlyer automatically reported the ROI of each Facebook and Instagram campaign.

Using the preconfigured integration, OLX automatically synched their Facebook and Instagram campaign performance, as well as their in-app engagement data with Smartly.io. Smartly.io then used this data to help OLX automatically optimize their Facebook and Instagram advertising - pivoting budgets towards the best performing campaigns and highest lifetime value audiences to maximize ROI. Smartly.io further leveraged the in-app event data from AppsFlyer to enable highly targeted retargeting campaigns along different points of OLX’s customer journey.

3 Results

Growth in Users, Growth in Revenue

Combining Smartly.io’s Facebook automation and optimization tools and AppsFlyer’s attribution and engagement insights helped OLX Brazil grow their mobile user base and revenues. Within a few months, OLX Brazil saw an 11% dip in their Cost Per New Listing, alongside a 30% increase in customer listings. 

“AppsFlyer’s attribution and analytics together with Smartly.io’s Facebook automation helped boost our new user growth and improve our Facebook marketing ROI while reducing the manual work involved in campaign management.”

- Caio Ferreira, Marketing Manager, OLX Brazil

11%

Decrease in Cost per New Listing

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