Case Study: Home & Shopping achieves 2.1X mobile app purchases and 2.7X ROAS lift with Facebook

Tripling mobile app sales with Facebook Custom Audiences

Home & Shopping is a Korean e-commerce platform that helps SMBs sell products through a mobile-first marketplace. Facing the challenge of increasing purchases and return on ad spend via its mobile app, the company set out to attract more high-value app buyers using Facebook tools like Custom Audiences and dynamic ads.

To reach and convert people who had engaged with its site or app, Home & Shopping deployed the Facebook pixel and SDK, built Custom Audiences, ran dynamic remarketing ads, tested optimal lookback windows (30–180 days), and used OS-specific destination URLs to streamline purchase flows. Over a three-month campaign (May–Aug 2017) this approach drove a 2.7× lift in ROAS, a 40% reduction in cost per mobile app purchase, and a 2.1× increase in mobile app purchases.

Home & Shopping

Choi Jae-hoon

Head Manager in Mobile Sales Division