[Explore other case studies](https://firebase.google.com/case-studies) [View more solutions](https://firebase.google.com/solutions) ![KCB Group logo](https://firebase.google.com/static/images/partners/kcb.png)

##### KCB Group lowers cost per install 24% with Google Analytics for Firebase

![Phone device frame](https://firebase.google.com/static/images/usecases/device_frame_vertical.png) ![Screenshot of KCB Group](https://firebase.google.com/static/images/usecases/kcb_screenshot.png)

*** ** * ** ***

##### Introduction

KCB Group is the largest financial Institution in East Africa,
serving nearly 10 million customers. In January 2015, they
launched their mobile app, which provides quick, inexpensive
access to financial services.

Non-customers can open an account without having to travel to a
branch office. Existing customers can manage accounts and apply
for loans easily and securely. For these reasons, KCB's app has
been a strong driver of both engagement and new customer
acquisition.

*** ** * ** ***

##### Challenge

After launch, KCB Group wanted to raise awareness and drive
downloads. AdWords was helpful, but the bank needed a unified
way to measure campaign performance and user activity across
iOS and Android devices.

Without accurate measurement, they worried that they were
overspending on some channels. They also suspected that there
was an in imbalance in their cost per install (CPI) between
Android and iOS. They needed a single source of information for
all app-related measurements.
![Phone device frame](https://firebase.google.com/static/images/usecases/device_frame_vertical.png) ![Screenshot of KCB Group](https://firebase.google.com/static/images/usecases/kcb_screenshot.png)

*** ** * ** ***

##### Solution

First, KCB integrated their app with Google Analytics for
Firebase, which allowed them to log an event when users opened
the app. They were then able to optimize their AdWords
campaigns around this event, rather than a download, leading
to a drop in CPI across both platforms.

"Using Google Analytics for Firebase, we matched customer
acquisition efforts with in-app conversions, thereby
optimizing our overall cost per acquisition," says Angela
Mwirigi, Director of Marketing and Communications.
After optimizing their campaign with the help of Google
Analytics for Firebase, KCB Bank increased their campaign's
effectiveness even further with Universal App Campaigns, which
allow for app promotion across Search, Google Play, YouTube,
Gmail, and the Google Display Network.

Overall, KCB increased their campaign conversion rate by 14%,
while lowering their CPI by 24%. As Mwirigi says, "Integrated
with Adwords, Firebase is a powerful tool to drive both
growth and user engagement."

*** ** * ** ***

Results

24% lower cost per installation

14% higher conversion rate

85K app downloads driven by AdWords
![KCB Group logo](https://firebase.google.com/static/images/partners/kcb.png)
"Using Google Analytics for Firebase, we matched customer acquisition efforts with in-app conversions, thereby optimizing our overall CPA and driving measurable ROI."


- Angela Mwirigi, Director of Marketing \& Communications, KCB Group
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