Case Study: Careem achieves higher app discovery and conversions with Adjust

Adjust and TikTok boost app discovery and conversions for grocery app Careem

Careem, the super app serving customers across the Middle East, wanted to grow grocery discovery and conversions for its Careem Quik service while measuring whether TikTok ads could drive meaningful cross-selling among existing users. To do this, Careem partnered with Adjust and used its Audience Builder to create and split a custom audience for incrementality testing.

Using Adjust, Careem built a control and treatment group, ran TikTok app promotion campaigns on iOS and Android, and measured lift in discoveries and first orders. The experiment showed a 25% lift in discoveries on Android, a 5.9% lift in discoveries on iOS, and a 15.4% lift in first orders on iOS, proving Adjust helped Careem assess and improve campaign effectiveness.

Careem

Hassaan Ali

Senior Manager Performance Marketing