Case Study: Careem achieves 49% uplift in ROI and 35% more bookings with Adjust

How Careem scaled their marketing program through accurate data collection and campaign measurement

Careem, the leading app-based car service in the Middle East and North Africa, grew rapidly by filling a transport gap across the region. As the company scaled, Digital Marketing Director Rakesh Ramesh faced the challenge of measuring all mobile marketing campaigns and post-install activity to benchmark organic vs. paid traffic and build an efficient media-buying strategy.

Careem integrated Adjust’s SDK to tag and track granular in‑app events across the user journey, used Adjust analytics to reallocate budgets by channel, and enabled Adjust’s Fraud Prevention Suite to ensure clean data. The result: more efficient spending and measurable growth — bookings rose 35%, CPO improved by 40%, and overall ROI increased by 49%.

Careem

Christian Eid

Vice President of Brand and Communications