Case Study: Tokopedia achieves 3x app downloads and 30% reduction in misattributed transactions with Branch

Tokopedia Drives 3X Lift in Organic Installs and Reduces Misattribution of Transactions Across All Channels by 30%

Tokopedia, Indonesia’s largest and fastest‑growing eCommerce marketplace, was struggling to convert its massive cross‑channel audience into app users and transactions. With customers engaging via desktop, mobile web, email, paid social and QR codes, legacy attribution and fragmented marketing flows left Tokopedia with incomplete user journeys and missed revenue opportunities.

By deploying Branch deep links—using Journeys for web‑to‑app, Universal Email for email‑to‑app, Universal Ads for social and People‑Based Attribution for end‑to‑end measurement—Tokopedia routed users directly to in‑app content and gained a unified view of pre‑ and post‑install behavior. The result: 3x increase in app downloads, a 30% lift in email‑to‑app revenue, 28% growth in monthly active users, 1.5x higher transaction rates on iOS/Android, and a 30% reduction in misattributed transactions.

Tokopedia

Prashant Mahajan

Product Marketing Manager