Case Study: Nykaa.com achieves 2.5X installs, 1.5X improvement in cost-per-install and 55% higher retention with AppsFlyer

Ecommerce Beauty Hub, Nykaa Leverages Audiences feature to boost ROI & optimize their audience strategy

Nykaa.com, India’s leading beauty brand, faced the twin challenges of scaling new user acquisition and re‑engaging inactive or uninstalled users to improve ROI and repeat purchase frequency. To tackle this, Nykaa.com deployed AppsFlyer’s mobile attribution platform and its Audiences (Audience builder) feature to capture rich in‑app events and build highly granular segments—even down to SKU level.

AppsFlyer provided dynamic, enterprise‑grade audience segmentation and integrated retargeting that let Nykaa.com target dormant, high‑intent and uninstalled users in real time. The solution delivered measurable impact: a 2.5× increase in installs, a 1.5× improvement in cost per install, a 55% boost in retention rate and a doubling of customer lifetime value, significantly improving Nykaa.com’s ROI.

Nykaa.com

Hitesh Malhotra

Chief Marketing Officer