Bharat Matrimony collaborates with AppsFlyer

AppsFlyer, the SaaS mobile marketing analytics, and attribution platform, announced the enablement of advanced measurement and fraud protection for Bharat Matrimony, India’s largest and most trusted matrimony brand. This helped the brand in prioritizing its performance marketing campaigns and platforms in a highly fragmented $260 million marriage services industry. Bharat Matrimony’s marketing team faced challenges in measuring its overall growth and integrating data across multiple sources. Besides this, fraudulent installs and fraudulent in-app events were siphoning off much of their budget. AppsFlyer provided them with an advanced preparation system that could clean up data, implement continuous fraud detection, and prevent marketing budgets from being wasted. As a result, Bharat Matrimony team saved countless hours of time and resources, which enabled them to focus on more strategic initiatives.

By utilizing AppsFlyer’s mobile attribution and analytics solutions, Matrimony was able to gain actionable insights into every step of the user journey while also understanding the performance of their campaigns. Fraud remains a rising concern for marketers as it can skew critical marketing data used for business decisions. AppsFlyer’s fraud prevention solution enabled Bharat Matrimony team to stay one step ahead of fraud before, during, and after every install and in-app event. This preemptive measure helped them effectively minimize fraud and maximize their CPI and CPA campaigns.

Aditya Maheshwari, Director of Customer Success, INSEA/ANZ, AppsFlyer, said, “Our partnership with Bharat Matrimony to automate and streamline their marketing data and analytics proved to be instrumental for the brand in many ways. While optimizing the brand’s marketing campaign performance, fraud was identified as one of the top factors impeding its marketing campaigns’ effectiveness. Our recent study on the mobile marketing ecosystem in India showed that app marketers continue to suffer massively from fraud, with total financial exposure to fraud in 2021 reaching $91.6M. With its multi-layered protection, AppsFlyer’s Protect360 was critical in keeping Bharat Matrimony ahead of every threat. Through our integration with over 10,000 partners, Matrimony was also able to get a bird’s eye view of their performance while also optimizing their marketing spend.”

Arjun Bhatia, SVP & CMO, Bharat Matrimony, said, “As a D2C brand, we heavily focus on digital customer acquisitions. Measuring the impact and pinpointing the ROI on all our channel spends is extremely critical. With AppsFlyer, we get the advantage of advanced measurements and fraud protection so that we can prioritize our performance marketing campaigns and platforms confidently. We value this association and appreciate the benefits AppsFlyer brings to the table.”