Cases
Migros One adopts ODM with 1PD and drives 120% increase in iOS installs
Challenge: Migros One is one of the biggest supermarket chains in Turkey. As it expanded its platform, focusing on iOS user acquisition became a key priority due to the increasing challenges posed by evolving privacy regulations. Because iOS users represented a significant portion of its audience, establishing an efficient campaign performance while maintaining measurement accuracy became essential.
120%
Increase in installs
54%
Lower CPI
Approach: Focusing on enhancing the efficiency and scalability of its iOS campaigns, Migros One implemented on-device measurement (ODM) using first-party data (1PD) to enhance its performance and simultaneously maintain user privacy. By making the most of its 1PD, this solution provided an additional source of de-identified ground truth data, which improved conversion modeling and bidding strategies.
Partnering with SEM: Migros One and SEM went through integration and testing stages, then launched the ODM solution. The integration proved ODM’s effectiveness and provided the correct campaign management capabilities too.
Results: According to Google Ads reports, Migros One observed a 120% increase in installs and a 54% lower cost per install (CPI) in its iOS App campaigns for installs (ACi) after implementing ODM with 1PD.