--- title: How Farmatodo grew first purchases by 296% and cut CPA by 68% description: See how Farmatodo grew monthly first purchases by 296% and cut first-purchase CPA by 68% in Colombia with Rocket Lab's Programmatic Ads and Reach Beyond. image: https://blog.rocketlab.ai/hubfs/Cover%20Blog_Casos%20de%20exito%20(1)-2.png --- [![logo\_\_white](https://blog.rocketlab.ai/hubfs/logo__white.svg) ![Logo\_RocketLab](https://blog.rocketlab.ai/hubfs/Logo_RocketLab.svg)](https://www.rocketlab.ai/?hsLang=en) - [SOLUTIONS](https://www.rocketlab.ai/?hsLang=en) [First-impact Ads](https://www.rocketlab.ai/solutions/fia?hsLang=en) [Apple Search Ads](https://www.rocketlab.ai/solutions/asa?hsLang=en) [Programmatic Ads](https://www.rocketlab.ai/solutions/programmatic?hsLang=en) [Reach Beyond](https://www.rocketlab.ai/solutions/reach-beyond?hsLang=en) [Braze](https://www.rocketlab.ai/braze?hsLang=en) - [SUCCESS STORIES](https://www.rocketlab.ai/success-stories?hsLang=en) - [PARTNERS](https://www.rocketlab.ai/partners?hsLang=en) - [PUBLISHERS](https://www.rocketlab.ai/publishers?hsLang=en) - [COMPANY](https://www.rocketlab.ai/about-us?hsLang=en) [Hiring](https://www.rocketlab.ai/hiring?hsLang=en) [About us](https://www.rocketlab.ai/about-us?hsLang=en) [CONTACT US](https://blog.rocketlab.ai/en/farmatodo-case-study-first-purchases-cpa#popup_contact-us) - [English](https://blog.rocketlab.ai/en/farmatodo-case-study-first-purchases-cpa) - [Español](https://blog.rocketlab.ai/farmatodo-caso-de-exito-primeras-compras-cpa) English ## Contact Us # How Farmatodo grew first purchases by 296% and cut CPA by 68% Farmatodo is one of the region's leading pharmacy chains, with operations in Colombia, Venezuela and Argentina. Its app brings together pharmacy products with personal care, beauty, grocery and household categories.   In Colombia, the brand needed to prove it could scale new buyer acquisition without costs getting out of hand.   #### **goal** In pharmacy and retail, an install does not necessarily translate into a new buyer. Farmatodo already had a strong base of returning customers, which meant campaigns optimized for installs or purchases in general could end up bringing in users who were already buying through the app.   What mattered was the first purchase. Its CPA was significantly higher than that of a repeat purchase, making it the clearest measure of how efficiently Farmatodo was actually acquiring new buyers.   There was also a measurement challenge: Farmatodo lacked a consolidated view of its media investment within its MMP. The challenge was therefore twofold: increase first-purchase volume while bringing its CPA down.     #### **rocket lab's solution** Rocket Lab started with a Programmatic Ads pilot to validate the strategy and optimize around the signal that mattered most to the business: the first purchase.   Rather than optimizing only for installs or purchases in general, first purchase became the campaign’s primary conversion event. This allowed the strategy to distinguish new buyers from existing customers already purchasing through the app.   As performance stabilized, the campaign moved to an always-on model. The team optimized across the full journey, from install and add-to-cart to purchase, prioritizing the opportunities most likely to bring in new buyers.   At the same time, Rocket Lab restructured measurement to consolidate media investment within Farmatodo’s MMP. This gave the team a more complete view of performance and stronger data to support budget decisions internally.   In February 2026, Reach Beyond was added alongside Programmatic Ads. Both solutions worked toward the same goal: acquiring users who completed their first purchase within the target CPA. But because they accessed different inventory, Farmatodo could add incremental volume without putting more pressure on the sources already performing well.   Through monthly performance reviews, budget was reallocated across Android, iOS, and the two solutions based on where the strongest opportunities were. What started as a Programmatic Ads pilot evolved into a multi-solution acquisition strategy built around a signal directly tied to business growth.   #### **CAMPAIGN RESULTS** Over more than a year of working together, the strategy generated tens of thousands of first purchases while keeping average CPA within Farmatodo’s target.   ![retencion-usuarios-capas](https://blog.rocketlab.ai/hs-fs/hubfs/retencion-usuarios-capas.png?width=740&height=400&name=retencion-usuarios-capas.png) ![user-generated-content-loop](https://blog.rocketlab.ai/hs-fs/hubfs/user-generated-content-loop.png?width=740&height=400&name=user-generated-content-loop.png)![English Version](https://blog.rocketlab.ai/hs-fs/hubfs/English%20Version.png?width=654&height=354&name=English%20Version.png)     But the strongest result was not scale or efficiency alone. It was achieving both at the same time. Between October 2025 and July 2026, monthly first purchases increased by 296%. Over the same period, first-purchase CPA fell by around 68% compared with October 2025 levels. And from March 2026 onward, CPA remained consistently within Farmatodo’s target.   The business impact went beyond the acquisition KPI. The strategy was built around first purchase, not ROAS. Even so, the campaign managed by Rocket Lab ranked second for revenue among Farmatodo’s campaigns during the fiscal year and delivered a 20.27x ROAS.   As the strategy gained scale, Reach Beyond created another source of growth. By accessing different inventory alongside Programmatic Ads, Farmatodo could add incremental volume without putting more pressure on the sources already performing well. The most efficient months of the partnership came after Reach Beyond was added to the mix.   Measurement evolved with the strategy too. Consolidating media investment within Farmatodo’s MMP gave the team a more complete view of performance and greater clarity when evaluating results and making budget decisions.   What began as a Programmatic Ads pilot became a multi-solution acquisition strategy built around one clear business signal: the first purchase. By optimizing toward new buyers rather than broader conversion events, Farmatodo was able to increase acquisition volume while making each new buyer more efficient to acquire.   At Rocket Lab, we help apps identify the signals, solutions, and media combinations that best match their growth goals, from acquiring new users to activating higher-value audiences. [Get in touch](https://www.rocketlab.ai/?hsLang=en) to find out how we can help your app grow.     > “From day one, the Rocket Lab team understood that our focus wasn’t on driving more installs, but on acquiring new buyers efficiently. That understanding of our business was key to building a strategy that could scale without losing sight of CPA. It also helped make the campaign managed by Rocket Lab Farmatodo’s second-highest revenue-driving campaign during the fiscal year." José Contreras, Corporate SEO and Performance Coordinator at Farmatodo   --- ### Subscribe to our newsletter ### Recent Posts ![](https://blog.rocketlab.ai/hubfs/R-Voices_Cover%20Blog_TEMPLATE%20(20).png) Published Sep, 23, 2026 ##### [How starting Discovery now can help Apple Ads deliver more during peak season](https://blog.rocketlab.ai/en/apple-ads-discovery-peak-season-keywords?hsLang=en) [Read more](https://blog.rocketlab.ai/en/apple-ads-discovery-peak-season-keywords?hsLang=en) ![](https://blog.rocketlab.ai/hubfs/R-Reels_Cover%20Blog_TEMPLATE%20(7).png) Published Sep, 09, 2026 ##### [The cheapest install is not always the best investment](https://blog.rocketlab.ai/en/lifetime-value-vs-cpi-mobile-app-growth?hsLang=en) [Read more](https://blog.rocketlab.ai/en/lifetime-value-vs-cpi-mobile-app-growth?hsLang=en) ![](https://blog.rocketlab.ai/hubfs/R-Voices_Cover%20Blog_TEMPLATE%20(17).png) Published Sep, 01, 2026 ##### [More OEM partners, more inventory… but where should you actually invest?](https://blog.rocketlab.ai/en/first-impact-ads-oem-advertising-strategy?hsLang=en) [Read more](https://blog.rocketlab.ai/en/first-impact-ads-oem-advertising-strategy?hsLang=en) ##### [All posts](https://blog.rocketlab.ai/en) ##### [Rocket lab](https://blog.rocketlab.ai/en/tag/rocket-lab) ##### [Case studies](https://blog.rocketlab.ai/en/tag/case-studies) ##### [Rocket voices](https://blog.rocketlab.ai/en/tag/rocket-voices) [![Logo(1)](https://blog.rocketlab.ai/hubfs/Logo(1).png)](https://www.rocketlab.ai/?hsLang=en) - [![linkedin](https://blog.rocketlab.ai/hubfs/linkedin.png)](https://www.linkedin.com/company/rocket-lab-unlock-new-growth-today/about/) - [![instagram](https://blog.rocketlab.ai/hubfs/instagram.png)](https://www.instagram.com/rocketlabsquad/) - [![youtube](https://blog.rocketlab.ai/hubfs/youtube.png)](https://www.youtube.com/channel/UCrdlfd2d5ocxr0mbNwFrFig) - [![apple-podcasts 1-1](https://blog.rocketlab.ai/hubfs/apple-podcasts%201-1.png)](https://podcasts.apple.com/es/podcast/hablemos-de-mobile-marketing/id1560175049?l=en) - [![Component 1(2)](https://blog.rocketlab.ai/hubfs/Component%201(2).png)](https://open.spotify.com/show/6fuFRcLX4a6JLj7DLR21AC)