Case Study: Postmates achieves a 31% click-to-install rate on Instagram ads with Branch

How Postmates Achieved a 31% Click-to-Install Rate on Instagram Ads

Postmates wanted a scalable way to turn marketing clicks into personalized in-app experiences that reduced friction for new users. Working with Branch, they needed a solution that would route users from channels like Instagram directly into customized onboarding or promo flows rather than a generic app open.

Postmates’ engineers added Branch deep-link parameters (title, image, message, button, promo code) so marketing could generate links that the app parses to show a tailored view and automatically apply promotions. The approach drove a 31% click-to-install rate on the Instagram install campaign—well above the typical sub-10% benchmark—while enabling consistent, trackable personalized experiences across campaigns.

Postmates