Case Study: Licious achieves a 20% increase in install-to-purchase rate with Branch

Branch helps Licious increase install-to-purchase rate by 20% on Google Marketing Platform (GMP) through in-app optimization

Licious, a Bengaluru-based farm-to-fork meat and seafood brand, worked with Logicserve Digital to grow app-driven revenue but faced a scaling challenge: DV360’s typical server-to-server integrations require manual configuration of floodlights, creative IDs and conversion trackers for hundreds of content pieces, making it difficult to optimize and scale acquisition campaigns aimed at increasing purchases.

By using Branch’s one-click integration with Google Marketing Platform to feed in-app event data into DV360, the team enabled in-app optimization and more granular bidding. The result: GMP drove 25% of paid installs with 1.5x LTV versus other channels, first-purchase events rose ~30% on a fixed budget, and install-to-purchase conversion improved dramatically (from ~7% to 36%, a ~5x CVR increase).

Licious

Prathamesh Prakash Dembla

Head of Growth