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KCB Group menghemat biaya per instal hingga 24% dengan menggunakan Google Analytics for Firebase
Pendahuluan
KCB Group adalah lembaga keuangan terbesar di Afrika Timur,
yang melayani hampir 10 juta pelanggan. Pada Januari 2015, mereka
meluncurkan aplikasi seluler yang menyediakan akses cepat dan murah
ke layanan keuangan.
Pengguna non-pelanggan dapat membuka rekening tanpa harus pergi ke
kantor cabang. Pelanggan lama dapat mengelola akun dan mengajukan
pinjaman dengan mudah dan aman. Karena alasan ini, aplikasi KCB telah
menjadi pendorong yang kuat baik untuk engagement maupun akuisisi pelanggan
baru.
Tantang
Setelah diluncurkan, KCB Group ingin meningkatkan awareness dan mendorong
download. AdWords sangat membantu, tetapi bank membutuhkan cara
terpadu untuk mengukur performa kampanye dan aktivitas pengguna di perangkat
iOS dan Android.
Tanpa pengukuran yang akurat, mereka khawatir
melakukan pemborosan di beberapa saluran. Mereka juga menduga bahwa ada
ketidakseimbangan dalam biaya per instal (CPI) antara
Android dan iOS. Mereka membutuhkan satu sumber informasi untuk
semua pengukuran terkait aplikasi.
Solusi
Pertama, KCB mengintegrasikan aplikasi mereka dengan Google Analytics for
Firebase, sehingga mereka dapat mencatat peristiwa saat pengguna membuka
aplikasi. Mereka kemudian dapat mengoptimalkan kampanye
AdWords seputar peristiwa ini, alih-alih mendownload, yang menyebabkan
penurunan CPI di kedua platform.
"Dengan menggunakan Google Analytics for Firebase, kami mencocokkan upaya
akuisisi pelanggan dengan konversi dalam aplikasi, sehingga
mengoptimalkan keseluruhan biaya per akuisisi kami," ungkap Angela
Mwirigi, Director of Marketing and Communications.
Setelah mengoptimalkan kampanye mereka dengan bantuan Google
Analytics for Firebase, KCB Bank meningkatkan
efektivitas kampanye mereka lebih jauh lagi dengan Kampanye Aplikasi Universal, yang
memungkinkan promosi aplikasi di Penelusuran, Google Play, YouTube,
Gmail, dan Jaringan Display Google.
Secara keseluruhan, KCB meningkatkan rasio konversi kampanye sebesar 14%,
sambil menurunkan CPI sebesar 24%. Seperti yang dikatakan Mwirigi, "Terintegrasi
dengan AdWords, Firebase adalah alat yang ampuh untuk mendorong
pertumbuhan dan engagement pengguna."
Hasilnya
Biaya per penginstalan 24% lebih rendah
Rasio konversi 14% lebih tinggi
85 ribu download aplikasi didorong oleh AdWords
"Dengan Google Analytics for Firebase, kami mencocokkan upaya akuisisi pelanggan dengan konversi dalam aplikasi, sehingga mengoptimalkan CPA kami secara keseluruhan dan mendorong ROI yang terukur."
- Angela Mwirigi, Director of Marketing & Communications, KCB Group
[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)"]]
