Driving Scalable User Acquisition for India’s Leading Fashion E-commerce App Through a CPA-Based Mobile Growth Campaign

Introduction

The e-commerce landscape in India is highly competitive, with brands constantly striving to acquire new users and drive repeat purchases. Mobile app-based commerce has become a key growth driver, enabling businesses to reach millions of potential customers instantly. India's leading fashion e-commerce app sought to accelerate its user acquisition strategy and increase first-time purchases through a CPA (Cost Per Action) model.

Xamp Media Group, leveraging its robust programmatic advertising solutions and expertise in in-app traffic monetization, designed and executed a high-performing campaign that scaled efficiently while maintaining cost-effectiveness.

Campaign Goals & Objectives

The primary goal of the campaign was to acquire new users and drive their first purchases within the app, with an Average Order Value (AOV) of INR 500*. Additional key performance indicators (KPIs) included:

• Ensuring only new users were targeted, with no retargeting allowed.

• Tracking and optimizing performance using Appsflyer and backend CRM analytics.

• Excluding returns and canceled orders from finale billables.

• Achieving high conversion rates while maintaining cost-efficiency.

The campaign operated exclusively on an Android (AOS) platform, covering a pan-India audience.

Strategy & Execution

Xamp Media Group deployed a data-driven, in-app advertising strategy to maximize user acquisition and engagement. The key elements of the execution plan included:

1. Ad Placements & Formats

A mix of mobile in-app ad formats was utilized to reach potential customers effectively:

• Banner Ads: Placed at strategic points to drive awareness.

• Interstitial Ads: Displayed during transitions for maximum visibility.

• Playable Ads: Interactive previews that enhanced user engagement.

• Rewarded Ads: Offering incentives for engaging with the app.

• Native Ads: Seamlessly blending with app content for a non-intrusive experience.

2. Programmatic Advertising & Audience Targeting

By leveraging Xamp Media Group’s programmatic advertising platform, the campaign reached high-intent audience segments efficiently. Features such as tech-driven real-time bidding and predictive analytics ensured optimal placements across premium mobile inventories.

3. In-App Traffic Optimization & Performance Monitoring

The campaign was continuously monitored using appsflyer’s advanced tracking tools, along with P360 active performance measurement. Real-time analytics enabled:

• Identification of top-performing segments.

• Adjustments in ad placements and bid strategies.

• Reduction of ad spend wastage by filtering out non-converting users.

• Increased engagement via high-quality in-app traffic sources.

Results & Achievements

The campaign successfully drove significant traction for the fashion e-commerce app. Notable outcomes included:

• 16000+ new user signups during the campaign duration.

• Successfully delivering 4800 new unique purchases

• A steady conversion rate from signups to First Unique Purchase.

• 24% engagement rate on playable ads, indicating high user interaction.

• Average order value of 520 INR

• Higher retention rate of 28% among first-time purchasers.

Key Takeaways

1. Strategic in-app ad placements played a crucial role in user acquisition.

2. Programmatic advertising and AI-driven bidding optimized ad placements for maximum impact.

3. Real-time optimization using Appsflyer and P360 ensured efficiency and cost-effectiveness.

4. Utilization of in-app traffic sources increased engagement and conversion rates.

5. A well-defined CPA model helped control marketing expenses while achieving significant user growth.

Conclusion

The success of this CPA-based mobile growth campaign demonstrates the effectiveness of strategic in-app advertising combined with intelligent data-driven optimization. Through Xamp Media Group’s expertise in programmatic advertising and in-app traffic monetization, India’s leading fashion e-commerce app was able to scale its user base, drive first-time purchases, and reinforce its market leadership in mobile commerce.

This campaign was executed in partnership with Rushfoil Ventures OPC, which provided the campaign access and allocated monthly budgets. The collaboration underscores the power of performance-driven mobile marketing solutions in today’s competitive e-commerce ecosystem.

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