How ShopBack Scaled SKAN Installs 15x While Expanding to New Markets with Moloco Ads

About ShopBack 

ShopBack is Asia-Pacific's leading shopping and rewards platform, offering cashback and personalized rewards to 50 million shoppers across Singapore, Australia, South Korea, and Southeast Asia. By partnering with more than 20,000 merchants—ranging from global e-commerce giants to local brands—ShopBack helps consumers make smarter purchase decisions through cashback, personalized rewards and other incentives.

Challenge: Scaling User Acquisition While Maintaining Cost Efficiency

ShopBack set out to expand its user base across both new and existing markets while maintaining strict cost efficiency standards. The goal was clear: achieve continuous growth while maintaining their Customer Acquisition Cost (CAC) targets, particularly for high-quality SKAN users on iOS.

However, ShopBack hit a growth ceiling  with their existing marketing channels and needed a new solution that could deliver incremental users and high-quality performance at scale.

Solution: AI Optimization on the Independent App Ecosystem 

ShopBack partnered with Moloco to leverage Moloco Ads' AI-powered optimization capabilities, specifically designed for SKAN campaign performance across the Independent App Ecosystem.

AI-Powered Optimization based on ShopBack’s First-Party Data

Moloco's AI-native engine leveraged ShopBack's first-party data to power smarter targeting and bidding decisions. The platform automatically identified high-value prospects by predicting user engagement and lifetime value, ensuring ad spend focused on users most likely to become loyal ShopBack customers.

Expanding Incremental Reach Across Independent Apps 

ShopBack utilized Moloco's extensive reach, which has the potential to reach over 2 billion daily active users across more than 2.8 million independent apps. This allowed ShopBack to reach incremental users that were unavailable on typical walled gardens platforms. ⓘ

Consultative SKAN Implementation, Experimentation, and Optimization

Through hands-on collaboration, the Moloco team guided ShopBack's SKAN setup with strategic recommendations and structured experiments. These tests revealed the optimal campaign configuration ahead of the critical summer shopping period.

Results: 15x SKAN Growth and Successful Multi-Market Expansion

By leveraging AI optimization, expanding incremental reach across the Independent App Ecosystem, and implementing SKAN best practices, ShopBack achieved remarkable scale while maintaining efficiency:

• 15x increase in SKAN installs while keeping CAC stable
• Expanded from 3 to 8 markets: Initially media budgets were focused on Singapore, Taiwan, and Hong Kong, but based on the performance ShopBack expanded into 5 additional markets including the United States, Germany, Australia, New Zealand, and Malaysia.
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"Moloco has enabled us to unlock incremental reach beyond our usual media buys, helping us scale effectively within our efficiency thresholds, especially for iOS SKAN campaigns. The Moloco team has been proactive and collaborative, offering valuable insights and optimization support throughout the journey."

—Steph Choo, Senior Regional Online Marketing Manager, ShopBack