When Magalu first partnered with AVOW, the goal was clear. Scale mobile user acquisition in Brazil while maintaining performance, protecting ROAS, and reaching high-quality users through mobile OEM advertising.
The results spoke for themselves. Together, AVOW and Magalu delivered 9x install growth, 143k+ installs per month, 4 million impressions per daily package, a 25%+ increase in average basket size, and a 15%+ lift above ROAS targets. The partnership also helped Magalu scale OEM media investment by 50% year over year while maintaining clean, fraud-free user acquisition.
Now, that success has led to a new milestone. AVOW has been ranked #1 in Magalu’s OEM inventory evaluation, outperforming the OEM partner average by 4.8x in Magalu’s June Growth Index.
Turning Performance Into Recognition
Magalu evaluates its media partners through its Growth Index, a performance framework that analyzes key commercial and user acquisition metrics, including ARPU, conversion rate, user volume, and cost. In June, AVOW achieved a Growth Index score of 1.43, compared with an OEM partner average of 0.30.
That result secured AVOW the position of #1 OEM inventory partner and placed AVOW among Magalu’s top 5 partners overall across all inventory types.
For us, this recognition is proof that premium OEM inventory, when paired with continuous optimization and deep collaboration, can deliver measurable business impact at scale.
Building on a Proven OEM Strategy
The latest Growth Index result did not happen in isolation. It builds directly on the foundation AVOW and Magalu had already established through a comprehensive OEM strategy in Brazil.
That approach helped Magalu expand reach, improve install volume, increase average basket size, and maintain sustainable acquisition costs. It also proved that OEM inventory could support not only scale, but quality.
This Growth Index recognition is the next step in that journey.
Solving the User Acquisition Equation
When it comes to user acquisition for e-commerce apps, driving installs is merely one part of the equation. The other part of the equation is about acquiring users who engage, convert, and contribute meaningful value over time.
Magalu’s Growth Index reflects that reality by measuring performance across multiple dimensions, including user volume, cost, conversion rate, and ARPU. By outperforming the OEM partner average by 4.8x, we have demonstrated our ability to deliver high-intent users through exclusive OEM placements while maintaining the efficiency required for sustainable growth.
As Lucas Silva, App Growth Marketing Specialist at Magalu, said:
The Power of Daily Optimization and Collaboration
AVOW’s success with Magalu has always been rooted in more than media access. It is the result of ongoing testing, transparent optimization, and close alignment with Magalu’s growth team.
From identifying the right OEM placements to adjusting campaign mechanics based on down-funnel performance, AVOW’s approach has focused on delivering quality at every stage of the user journey.
As Gabriel Rubia, Revenue Growth Lead at AVOW, said:
From Benchmark-Hitting To Benchmark-Setting
AVOW and Magalu’s partnership shows what happens when mobile OEM advertising is treated as a strategic growth channel rather than just another acquisition source.
First, the collaboration delivered major scale. Now, it has delivered benchmark-setting recognition.
For brands looking to scale efficiently, the message is clear. Premium OEM inventory can unlock high-intent users, strong downstream performance, and measurable business growth when activated with the right strategy.
Ready to scale your performance with the #1 OEM source?
AVOW does not just hit benchmarks. We help rewrite them. Let’s unlock the power of premium OEM inventory for your brand, together.
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