SaaS mobile marketing analytics and attribution platform, AppsFlyer on Tuesday announced that its work with Nigeria’s leading classified marketplace, Jiji has led to an increase in the installation of its Android and iOS apps from 7,000 a day at the start of 2019 to 22,000 app installs in 2020.
Jiji now has over 5 million app installs in Nigeria alone and app traffic has grown twenty-fold since the beginning of the partnership with AppsFlyer.
With home PC ownership being low, the Nigerian marketplace is primarily mobile phone-based. Jiji’s app has been part of its growth, allowing the free online classified marketplace to connect and cost-effectively to engage with customers. However, limited visibility into marketing performance makes it difficult for many to ascertain where best to spend their budget.
Before working with AppsFlyer, Jiji found it difficult to know which marketing channels were adding value and which were not. With user acquisition heavily dependent on Facebook and Google Ads, and both ad platforms using different attribution methods, it was very difficult to compare performance between the two. Jiji also faced the challenge of setting up new ad network partners as many of these partners simply weren’t positioned to deal with the Nigerian marketplace, which made the negotiation, integration, testing, and analytics process long and complicated.
Working with AppsFlyer, connecting, and negotiating with ad networks was easy as they already understood and trusted AppsFlyer. For the first time, Jiji could rapidly test more than 300 advertising partners and make smarter buying decisions based on their performance. Jiji also can compare performance between its Google and Facebook ad campaigns, helping them save time and money and making it easier to cut back on poor performing campaigns and scale-up successful campaigns.
According to Daniel Junowicz, MD Latam & Africa, AppsFlyer, “in a mobile-first market like Nigeria, a good understanding of what works and what doesn’t can be the difference between success and failure and we are excited to be working with Jiji to drive growth and increase the efficiency of its marketing in this market. Our solutions make it easier for businesses to have an accurate view of their marketing activity so that they can make informed decisions on where and how to invest their budget.
“Jiji has experienced exponential growth in Nigeria by using data to make smarter buying decisions. We look forward to working more closely with them as they explore more opportunities to enable trade in Africa’s largest economy and beyond”.
AppsFlyer has educated Jiji’s marketing team on the mobile analytics and attribution landscape, while also shaping their fraud protection strategy. Jiji’s trust in AppsFlyer means it is now the sole attribution and analytics platform in their marketing tech stack.
Speaking on the partnership, Vitalii Sharovarov, Chief Marketing Officer at Jiji, said “AppsFlyer has been an invaluable partner in our success in Nigeria. The AppsFlyer team helped us improve our user acquisition and performance measurement and, as a result, our marketing spend has been more efficient. The technology is great, but without the people to support it, we could still be struggling. They’ve helped us understand our problems in a more technical way.
“AppsFlyer has everything we need to test and understand every source. They help us spend our budget more efficiently and understand what we need to do to grow. We will continue to use the service to drive effective growth among our apps. They were just a great find for us.”
