Shopping
CarrefourSA boosts conversions and incremental revenue with Adjust & TikTok Web2App measurement
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Region
Türkiye
Founded
1993
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Shopping
The challenge
In Türkiye's fast-growing digital grocery market, CarrefourSA faced a major obstacle: while TikTok campaigns generated strong mobile web traffic, most visitors didn’t convert into buyers. App users, on the other hand, showed far greater intent, higher order values, and stronger loyalty, but scaling this success proved difficult due to fragmented attribution and siloed data.
Because web and app performance were measured separately, the team lacked a unified view of the customer journey. Journeys that started in TikTok’s in-app browser often broke when users switched to another browser, causing attribution chains to be lost. This made it impossible to determine which campaigns, creatives, or offers were truly driving incremental growth.
To overcome this, CarrefourSA needed to solve two critical challenges:
- To move low-converting web users into the high-performing app funnel
- To build a single source of truth that could unify web and app data, preserve attribution continuity, and turn fragmented traffic from TikTok and web into measurable, incremental growth.
The solution
To address these challenges, CarrefourSA and Publicis Groupe Türkiye implemented an advanced web-to-app framework powered by Adjust, designed to unify fragmented journeys across TikTok, web, and app environments. Using Adjust’s attribution and data solutions, the team was able to connect every touchpoint, from ad impression to in-app purchase, ensuring measurement continuity and real-time optimization.
Through Adjust’s TikTok Web SDK, app events such as installs, add-to-cart, and purchases were streamed directly into TikTok’s web pixel, enabling campaigns to optimize for both web and app conversions simultaneously. True Link and Smart Banners ensured users were seamlessly redirected to the right app page while maintaining full attribution continuity, even when switching browsers.
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Berkan Şişman
Business Director, Publicis Groupe Türkiye
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CarrefourSA further leveraged Audience Builder to dynamically segment first-party audiences, targeting users based on behavior (e.g., app installers without purchases) while excluding existing buyers. Event Mapping allowed the team to pass both upper- and lower-funnel KPIs to TikTok for full-funnel optimization, while Impression Tracking provided visibility into view-through conversions.
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On the data side, Cloud Storage and raw data exports to BigQuery enabled the creation of predictive churn and LTV models, refreshed daily to guide audience and budget decisions. Using Adjust features such as Partner Parameter Forwarding for VSA campaigns, Smart Banners to deliver personalized messages while preserving attribution continuity, via TrueLink setup, users were seamlessly directed to the right app landing page (& PDP from VSA campaigns), preserving attribution even when switching browsers, and Cost Data & Reporting APIs to manage performance and budget allocation, we further unified campaign data automating spend and performance reporting across all channels.
Together, these Adjust solutions turned what had been a fragmented, hard-to-measure user journey into a seamless, data-driven growth engine, giving CarrefourSA the tools to attribute every click, measure every conversion, and optimize every campaign for maximum incremental value.
The results
With Adjust’s web-to-app framework in place, CarrefourSA transformed fragmented journeys into measurable, incremental growth at scale. By unifying web and app attribution, the team could finally see the full impact of each campaign, optimizing spend toward the highest-value users and achieving record-breaking performance across key metrics.
Key results:
- +156 more visits, 247% incremental orders, and +234% incremental revenue vs. baseline
- 25× ROAS, a 6× improvement over BAU campaigns
- 45M users reached with ~1 billion impressions
- 200K+ new app installs with just a 3% uninstall rate (14–22× lower than other-TikTok BAU channels)
- 8× lower CPM, 9× lower CPC, 43% lower CPA, and 6× lower CPI
- 5× more first-time customers from TikTok Web2App vs. standard TikTok app campaigns
- 63% uplift in measurable first-party users on iOS
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Melis Karatay Ebin
Marketing & Corporate Communications Group Manager, CarrefourSA
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These results proved that Adjust’s data and attribution capabilities did far more than drive installs and revenue, they built lasting customer relationships. With every touchpoint now measurable, CarrefourSA achieved both short-term efficiency and long-term loyalty, transforming its web-to-app framework into a blueprint for scalable, data-driven retail growth.
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