Brand Uzum Tezkor
Industry E-commerce
Country Uzbekistan
Tools Conversion Lift Study

How big brands like Uzum Tezkor optimize their media split

Uzum Tezkor – is a rapid delivery service by Uzum, operating on an express delivery model from stores and restaurants. As the product scales rapidly, the growth in app installs directly impacts order volume and user LTV.

In a multi-channel environment, calculating the exact contribution of each source and the true cost per install (CPI) becomes a significant challenge.
The Admixer Advertising team conducted a control group experiment and proved that 37% of installs were incremental and driven by Meta advertising.

Objective

To make data-driven investment decisions regarding media planning, the business needed to determine:

• The actual cost per install (CPI) driven specifically by Meta

• The platform's real contribution to install growth

• The level of traffic incrementality

Solution

This project was fully implemented by our Admixer Advertising team who configured the Meta Conversion Lift Test targeting App Installs to track incremental growth.

 

Implementation Steps:

  1. Selected “App Install” as the most accurate signal
    for a “real installation”
  2. Linked relevant campaigns to the test to measure the specific impact of performance activations
  3.  Meta automatically split the audience into two groups:
    • Exposed: Users who are shown the ads
    • Holdout / Not exposed: A control group that is not shown the ads.

 

After the flight period, Meta compared the results between groups and calculated:

    • Incremental installs
    • Cost per incremental install
    • Lift score (statistical significance).

Valeria Spiridonova

Senior Media Buying Manager
Uzum Market
"Working with Admixer helped us not only precisely understand Meta's contribution to conversion growth but also intelligently configure our budget split. Thanks to accurate data, we were able to optimize ad spend and significantly increase the efficiency of our campaigns."

Results

Meta advertising delivered real incremental growth in installs, not just attribution. The test showed that 37% of all app installs were driven specifically by Meta ads.

This result confirms that Meta generates a strong incremental impact, making it one of the key channels to consider when shaping the media mix. Going forward, it is advisable to allocate budgets toward channels that deliver a lower cost per incremental app install while ensuring a stable volume of user acquisition.

Contact us to learn more about Meta opportunities for your brand: info@admixeradvertising.com.