How Cashea turned app downloads into purchases at a 27.46% conversion rate

Cashea is a Venezuelan financial platform that lets customers buy now and pay in interest-free installments. With over 1.5 million app users in its "Ready to Buy" segment, Cashea partnered with AMZ Ad Firm to drive more first purchases, improve conversion and build long-term retention.

• →High drop-off: many "Ready to Buy" users never made a first purchase, limiting the app's profitability.
• →Tracking issues: event tracking problems on Meta and Google led to inconsistent reporting and weaker optimization.
• →Audience saturation: overinvesting in the middle of the funnel (MOFU) caused audience fatigue, raising costs and lowering results.
• →Limited targeting: despite strong downloads, new and returning users were not getting tailored messages.

• →Conversion focus: campaigns built to move "Ready to Buy" users to their first purchase.
• →Funnel balance: shift budget from MOFU to TOFU for a healthier split across TOFU, MOFU and BOFU.
• →Data accuracy: new tracking solutions to reconcile Meta and Google Analytics data.
• →Creative: short-form video and testimonial-style ads, featuring popular partner brands to build trust.
• →Segmentation: tailored messaging by demographic and purchase behavior.

• →MOFU reached a 16.37x ROAS, up 187% from the previous month.
• →TOFU campaigns delivered a 27.46% conversion rate from app download to purchase.
• →Moving budget to TOFU reduced audience saturation while keeping a steady flow of new users.
• →BOFU cost per conversion went as low as $0.03, showing efficient retargeting.
• →The new tracking resolved the gaps between Meta and Google Analytics, enabling more accurate reporting.
• →Short videos and testimonial ads drove high engagement, with some reaching a 14.02% CTR. Featuring partner brands improved trust and interaction.
• →Segmented messaging increased retention and repeat purchases.