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借助 Google Analytics for Firebase，KCB Group 将每次安装的成本降低了 24%
简介
KCB Group 是东非地区规模最大的金融机构，
为近 1 千万客户提供服务。2015 年 1 月，他们发布了自己的移动应用，
提供快速、经济的金融服务。
非客户不必
亲身前往其分支机构
也能开立账户。现有客户可以
轻松安全地管理账户和申请贷款。出于这些原因，
KCB 应用一直是
客户互动度和新客户获取的强大助力。
挑战
在发布应用后，KCB Group 希望提高其应用的知名度和下载量。
AdWords 很有帮助，但这家银行需要找到
一种统一的方法来衡量 iOS 和 Android 设备上的广告系列
效果与用户活动。
由于没有准确的衡量，
他们担心某些渠道耗费的成本过高。他们还怀疑
Android 和 iOS 的
每次安装费用 (CPI) 不够均衡。他们需要一个单一信息来源，
以支持其所有应用相关衡量。
解决方案
首先，KCB 将其应用与 Google Analytics for Firebase 相集成，
这使得他们可以在用户打开应用时记录一个事件。
然后，他们即可围绕此事件（而非下载）
优化其 AdWords 广告系列，
促使两个平台的每次安装费用 (CPI) 下降。
"使用 Google Analytics for Firebase，
我们将客户获取工作与应用内转化相辅相成，
整体上优化了每次转化费用，"
营销和公关总监 Angela Mwirigi 说道。
借助 Google Analytics for Firebase 优化广告系列之后，
KCB Bank 通过通用应用广告系列
进一步提高了广告系列的有效性，通用应用广告系列让他们可以在搜索网络、
Google Play、YouTube、Gmail 和 Google 展示广告网络中
全面投放应用宣传广告。
整体而言，KCB 将广告系列转化率提高了 14%，
同时将每次安装费用降低了 24%。正如 Mwirigi 所说：
"与 Adword 集成的 Firebase 是
推动业务增长、提高用户互动度的强大工具。"
成果
每次安装费用降低 24%
转化率提高 14%
通过 Google Ads 带来了 8.5 万次应用下载
"使用 Google Analytics for Firebase，我们将吸引客户的工作与应用内转化相辅相成，整体上优化了每次转化费用，并提高了可衡量的投资回报。"
- KCB Group 营销与传播总监 Angela Mwirigi
[null,null,[],[],[],null,["[*arrow_back*\nExplore other case studies](/case-studies) \n[View more solutions](/solutions) \n\nKCB Group lowers cost per install 24% with Google Analytics for Firebase \n\n*** ** * ** ***\n\nIntroduction KCB Group is the largest financial Institution in East Africa,\nserving nearly 10 million customers. In January 2015, they\nlaunched their mobile app, which provides quick, inexpensive\naccess to financial services.\n\nNon-customers can open an account without having to travel to a\nbranch office. Existing customers can manage accounts and apply\nfor loans easily and securely. For these reasons, KCB's app has\nbeen a strong driver of both engagement and new customer\nacquisition.\n\n*** ** * ** ***\n\nChallenge After launch, KCB Group wanted to raise awareness and drive\ndownloads. AdWords was helpful, but the bank needed a unified\nway to measure campaign performance and user activity across\niOS and Android devices.\n\nWithout accurate measurement, they worried that they were\noverspending on some channels. They also suspected that there\nwas an in imbalance in their cost per install (CPI) between\nAndroid and iOS. They needed a single source of information for\nall app-related measurements. \n\n*** ** * ** ***\n\nSolution \nFirst, KCB integrated their app with Google Analytics for\nFirebase, which allowed them to log an event when users opened\nthe app. They were then able to optimize their AdWords\ncampaigns around this event, rather than a download, leading\nto a drop in CPI across both platforms.\n\n\"Using Google Analytics for Firebase, we matched customer\nacquisition efforts with in-app conversions, thereby\noptimizing our overall cost per acquisition,\" says Angela\nMwirigi, Director of Marketing and Communications. \nAfter optimizing their campaign with the help of Google\nAnalytics for Firebase, KCB Bank increased their campaign's\neffectiveness even further with Universal App Campaigns, which\nallow for app promotion across Search, Google Play, YouTube,\nGmail, and the Google Display Network.\n\nOverall, KCB increased their campaign conversion rate by 14%,\nwhile lowering their CPI by 24%. As Mwirigi says, \"Integrated\nwith Adwords, Firebase is a powerful tool to drive both\ngrowth and user engagement.\"\n\n*** ** * ** ***\n\nResults\n\n24% lower cost per installation\n\n14% higher conversion rate\n\n85K app downloads driven by AdWords \n\n\"Using Google Analytics for Firebase, we matched customer acquisition efforts with in-app conversions, thereby optimizing our overall CPA and driving measurable ROI.\"\n\n\n- Angela Mwirigi, Director of Marketing \\& Communications, KCB Group \nTry Firebase today\n\n\nIntegrating it into your app is easy.\n[Get started](https://console.firebase.google.com/) \n\nAll Firebase products \n\nBuild\n\n- [App Check](/products/app-check)\n- [App Hosting](/products/app-hosting)\n- [Authentication](/products/auth)\n- [Cloud Functions](/products/functions)\n- [Cloud Storage](/products/storage)\n- [Data Connect](/products/data-connect)\n- [Extensions](/products/extensions)\n- [Firestore](/products/firestore)\n- [Firebase ML](/products/ml)\n- [Genkit](https://genkit.dev/)\n- [Hosting](/products/hosting)\n- [Realtime Database](/products/realtime-database)\n- [Firebase AI Logic client SDKs](/products/firebase-ai-logic)\n\n[Generative AI](/products/generative-ai) \n\nRun\n\n- [A/B Testing](/products/ab-testing)\n- [App Distribution](/products/app-distribution)\n- [Cloud Messaging](/products/cloud-messaging)\n- [Crashlytics](/products/crashlytics)\n- [Google Analytics](/products/analytics)\n- [In-App Messaging](/products/in-app-messaging)\n- [Performance Monitoring](/products/performance)\n- [Remote Config](/products/remote-config)\n- [Test Lab](/products/test-lab)"]]
