Case Study: Tata CLiQ achieves 300% uplift in web-to-app conversions and blocks 1.2M fraudulent installs with AppsFlyer

Boosting web-to-app conversions while cutting costs and eliminating fraud

Tata CLiQ, the Tata Group’s flagship digital commerce platform, was grappling with rampant mobile ad fraud that limited affiliate scaling, low web-to-app conversion from mobile web, and slow, error-prone manual consolidation of KPI and cost data. To tackle these challenges, Tata CLiQ chose AppsFlyer and deployed Protect360 (fraud protection), Smart Banners powered by OneLink (deep linking) and Xpend (cost aggregation).

AppsFlyer’s Protect360, Smart Banners/OneLink and Xpend enabled Tata CLiQ to block 1.2M+ fraudulent installs within three months, drive a 300% increase in web-to-app conversions, lift ARPU by 400% for Smart Banner users, improve productivity by 40% and save 30 hours/month, while improving CPI/CAC/cost-per-conversion by 22%; Smart Banners now deliver 1 in 16 mobile web acquisitions. These outcomes let Tata CLiQ scale campaigns, expand to new partners, and increase ROI with clear, unified attribution and cost data via AppsFlyer.

Tata CLiQ

Ashutosh Katoch

Mobile Marketing