Challenge
Scaling app performance while improving profitability
As the largest women’s footwear brand in Latin America, Arezzo operates at scale with clear profitability goals across both web and app.
While their Android App Retargeting campaigns were already performing well on the open web, the team wanted to push efficiency and ROI further during peak moments like Black Friday and Q4, without sacrificing reach.
Their objectives were to increase profitability and overall account performance, reach high-intent users more effectively, and unlock incremental growth to support higher investment in the app channel.
Solution
Extending app retargeting beyond the open web with Meta
To elevate app retargeting performance, Criteo introduced Meta as a delivery extension within Arezzo’s existing Android app retargeting campaigns.
By expanding beyond the open web into high-performing social environments, Arezzo was able
to broaden reach while maintaining performance controls, using their MMP attribution and staying
aligned with their ROI 10 business goals.
Given Meta’s strong results on Arezzo’s web campaigns particularly on Instagram, extending this approach to app retargeting was a natural next step.
The activation launched in Q4 to capitalize on Black Friday momentum. Following strong early performance, the team increased budget allocation toward Meta after mid-December, while continuing to scale across both Open Web and social.
Results
Driving incremental performance and stronger efficiency
Combining Open Web and Meta within the same Android app retargeting campaign delivered clear incremental value over Open Web alone. Social delivery proved especially effective at engaging high intent users, driving stronger performance at a significantly lower cost.
Compared to Open Web, Meta reduced CPC by 60% while delivering a 20% increase in ROI, confirming its role as a true profitability driver rather than just an additional reach channel.
At a broader business level, the impact was equally strong. Quarter over quarter, Arezzo saw CTR increase by 80%, ROAS improve by 38%, and sales grow by 8%, reinforcing confidence in the strategy and supporting continued budget expansion.
Today, app retargeting stands as a core growth lever for the account, with Arezzo continuing to explore new opportunities to scale performance across channels.
This initiative was very important for us to understand how different media environments can work in a complementary way within our App Retargeting strategy. The combination of social and Open Web inventory delivered significant efficiency gains and reinforced the value of continuously testing new approaches to evolve our performance strategy together with Criteo.
