Timely attribution insights with Protect360 reduces ad fraud by 89%

Background

Headquartered in Navi Mumbai, KisanKonnect was founded in April 2020 as an Indian delivery service for fruits and vegetables, serving the neighboring cities of Mumbai and Pune. 

The company’s products are sourced locally through an integrated farming system that brings fresh fruits and vegetables from over 2000 farms right to the customer’s doorstep, at fair prices. 

Gradually, the Agritech startup’s offering has expanded to include other regional produce, while keeping to its primary focus on quality.

KisanKonnect operates in a space with an ambitious growth trajectory. India’s Agritech sector is set to explode, with current market penetration of only 1% — in an agriculture sector where the estimated gross value added (GVA) hit $276.3B in fiscal 2020. 

Today, KisanKonnect is serving over 100,000 customers across Mumbai and Pune, with plans to expand to additional cities. 

The company’s product offering has grown to encompass staples, dry fruits and other regional products, including a range of 200 products available within their basic offering. And with an estimated Agritech market potential of $24.1B, KisanKonnect anticipates blue sky growth prospects in the years to come.

Challenge

The KisanKonnect’s main growth priority has been to retain their customers and maintain their quality. The marketing team is focused on encouraging newcomers to place orders while encouraging their brand loyalty. 

However, since the company delivers only to a few local regions in India, scaling campaigns has been a perennial challenge. That is, growing the scope of their marketing activities has invariably increased the risk of fraud, resulting in an unsustainable rise in cost of first-purchase and customer acquisition costs (CAC).

To boost user quality while keeping a lid on costs, the team had therefore laid out a number of objectives. 

First, they would need to reduce fraud rates in order to better control costs spent across the company’s multiple ad networks. And because KisanKonnect works with a number of media sources, they also needed deeper insights into the quality of the users they were acquiring (specifically, how many of them were placing purchases). 

The relative strength of KisanKonnect’s ad networks was also an important consideration, and the company wanted to onboard new channel partners that could bring in higher-quality users.

Finally, the KisanKonnect team wanted to experiment with their campaigns. Exploring and achieving the optimal type of campaign could enable the team to scale their paid media / SRN channels, bring in more customers, and keep CAC low.

Solution

To better manage CAC and scale their activities, the KisanKonnect team resolved to work with a trusted measurement and attribution partner that could offer a clearer perspective into the effectiveness of their campaigns across multiple channels. 

They chose AppsFlyer, known widely as an industry leader in measurement and attribution, serving a wide portfolio of industry-leading brands and maintaining an impeccable reputation as a trusted partner that delivers on their promises.

The AppsFlyer team collaborated closely with KisanKonnect to hit all of their success targets. With the support of their attribution suite, deep linking and raw data reporting solutions, AppsFlyer offered the team valuable insights into how to lift conversions and streamline the user journey flow. 

AppsFlyer’s Protect360 fraud protection solution helped KisanKonnect detect fraudulent activities and gain insight into the quality of their traffic. Protect360, the best anti-fraud solution in the market, allows KisanKonnect to only look at clean data and focus on growth, by applying multi-layered protection that identifies and blocks fraud before, during, and after the point of install.

These insights informed the team’s decision-making when it came to selecting which partners they wanted to work with and how.

The AppsFlyer team also went above and beyond the promised scope of their services, by introducing KisanKonnect to ad networks that were known to bring in quality users, while keeping the team up-to-date on industry best practices — even from sources outside of the AppsFlyer’s network.

Results

Working with AppsFlyer allowed KisanKonnect to successfully boost the quality of their users.

As a result of AppsFlyer’s input, KisanKonnect managed to onboard trusted new partners that could deliver high-quality users to their app. 

Appsflyer’s insights also allowed the team to test and experiment with multiple campaign types, which enabled the successful scaling of their paid media / SRN channels, acquire more customers and keep CAC low. 

• Within a month, the team observed a 2x increase in its non-organic growth. 

• After analysis, KisanKonnect discovered a 31% install fraud rate. Using insights from AppsFlyer’s Protect360, the team optimised their affiliate traffic and significantly reduced fraud by 89%.

“As India’s leading farmer producer company growing fresh and safe food for our customers, KisanKonnect’s scope and growth trajectory is ambitious. That’s why we needed a world-class MMP partner that could take us to the next level as we scaled. AppsFlyer gave us the insights, analytics and resources required for us to focus on the next stage of our growth journey.”

Nidhi, Business Head

“AppsFlyer’s team went above and beyond the call of duty to ensure we met our goal to grow our customer base, while enhancing the quality of our users. Their Protect360 solution allowed us to filter out fraudulent installs, and their attribution insights and analytics greatly optimized our campaigns. It’s the extra mile that the team went in assisting our efforts that truly made the difference in getting to where we wanted.”

Austine D., Growth Marketing Manager – KisanKonnect

Looking for an MMP? Get your free assessment template today

Thanks for your download!