ANA Pocket scaled to 2.5M users with Adjust’s Datascape and TrueLink

ANA X has been offering the ANA Mileage Club App since 2016, providing ANA members with services such as checking their mileage balance and utilizing their miles. Later, in 2021, the company launched the ANA Pocket app, which allows users to earn points based on their mode and distance of travel, regardless of whether they are airline passengers, and exchange them for miles or other rewards.

The team began advertising following the launch, but for the first year, no measurement tool was used. Instead, ANA X manually checked all sources separately, including reports from advertising agencies, the number of installs on app stores, and page views on owned media, all of which were viewed through different management screens.

As the scale of promotions for ANA Pocket expanded, the need arose for more precise and efficient measurement of advertising effectiveness. And since ANA X had limited experience in operating non-airline digital services, acquiring external knowledge and support also became a challenge.

Since ANA Mileage Club App had already implemented Adjust, ANA X decided to adopt it for ANA Pocket as well. One of their most actively utilized features is Datascape, which provides a comprehensive overview of app traffic sources. By allowing flexible configuration of key metrics such as installs, retention rates, daily active users (DAU), and return on ad spend (ROAS), Datascape enables the ability to validate data from various inputs. This setup also provides the flexibility to adjust focus on different KPIs and data points depending on the business phase.

Additionally, ANA X leverages TrueLink’s short branded link feature. At events, attendees often scan QR codes to download the app. By using the short branded link function, ANA X is able to generate concise and easily scannable QR codes. Typically, when URLs contain numerous parameters, directly converting them into QR codes results in complex, difficult-to-read codes.

ANA X was also able to configure the link as a branded link with the app name ANA Pocket, ensuring a smooth redirect experience without causing any user concerns. This approach helps maintain brand trust while enabling effective tracking and measurement.

By the end of 2023, ANA Pocket had already reached one million registered users, and it is now on the verge of surpassing 2.5 million. The increase in app users has also contributed to greater overall brand awareness for ANA.

Additionally, due to the user-friendly reporting features of Datascape, the team has become more proactive in accessing the management dashboard, increasing opportunities for data-driven decision-making. Analyzing and consolidating data from multiple advertising platforms has become significantly easier, and the ability to freely customize metrics and data points has enabled seamless data extraction and sharing with both internal and external stakeholders as needed.

ANA Pocket aims not only to connect new users—who previously had no touchpoints with ANA—to the mileage program, but also to contribute to health promotion and environmental awareness. To support this, the app offers higher point multipliers for eco-friendly and health-conscious transportation methods, such as walking and cycling.

Moving forward, ANA X will focus on monetizing the app, increasing awareness of ANA Pocket, improving user retention, and expanding its customer base. To achieve this, the team plans to explore more effective ways to utilize Adjust's features, maximizing its insights and capabilities.