Case Study · Ecommerce App
02 / 04
Dukan.pk
An app that lets small shops launch their own online store
Key idea
Turn Facebook spend from a mystery into a repeatable system where every rupee has a purpose and app growth ties directly to ads, not vanity engagement.
The challenge
Most “marketing” was boosted posts with no clear objective or tracking. Ad creatives were generic product shots and feature lists, with no real offer or hook.
Spend was spread thin across audiences with no testing plan or learning loop. The founder saw likes and comments, but very little movement in installs or orders.
01
Clean objectives and structure
Conversion campaigns, not boosts.
- Rebuilt everything in Meta as proper conversion campaigns.
- Split into cold acquisition (new users) and remarketing (visitors who didn’t sign up).
- Set clear KPIs: cost per signup and cost per first order.
02
Offers and creatives that actually sell
Sell outcomes, not app features.
- Switched from “app features” to simple offers and outcomes:
- “Launch your online store in one day.”
- “Sell on WhatsApp and social without hiring a developer.”
- Made short video and image ads showing real use cases: shop owners receiving orders, managing inventory.
- Tested multiple hooks (fear of being left behind, ease, extra income) and killed weak creatives fast.
03
Targeting and budget discipline
Let the algorithm learn, then feed the winners.
- Built structured audiences: lookalikes of active merchants, website visitors, and high-intent engagers.
- Consolidated ad sets to avoid budget fragmentation and speed up learning.
- Reallocated spend daily toward the best angles and audiences instead of set-and-forget.
04
Tracking and feedback loop
See the whole path, click to first order.
- Set up end-to-end tracking: ad click → install → store creation / first order.
- Kept a simple weekly sheet: best creatives, worst creatives, CPA trends, and what to test next.
Results
~93%
Growth in key app metrics — installs, store signups, active merchants, driven by Meta
Stable
CPA held at a level the team was comfortable scaling
Clear
Creative and audience winners to reuse and iterate
Why it matters for an owner
Before: money going into Facebook with no clear idea what it brought back.
After: a repeatable system where every rupee had a purpose, results were tracked, and the founder could see app growth tied directly to ads, not just vanity engagement.