Case Study: Carousell achieves web-to-app conversions and cross-channel attribution with Branch

Carousell - Customer Case Study

Carousell, a digital-first classifieds marketplace across Asia, faced the challenge of converting web and referral traffic into engaged app users while stitching together fragmented cross-channel user journeys and measuring attribution — all amid COVID-driven shifts in buying, selling and logistics. Growth Marketing Director Arun Kumar needed a way to both improve acquisition efficiency and strengthen retention across web, email, paid channels and in-app experiences.

Carousell integrated Branch for deep linking and user-level attribution alongside CleverTap/SendGrid for CRM, DV360 for programmatic, and Looker for reporting, embedding Branch links in emails, smart app banners, on-site campaigns and paid ads to enable deferred deep linking and a complete click-chain. The result was smoother web-to-app conversions, clearer multi-touch attribution and improved re-engagement and retention workflows, while product and logistics improvements (local delivery partners, pandemic-focused features) helped sustain growth and user engagement.

Carousell

Arun Kumar

Director of Growth Marketing