Luis Guzmán, Head of Web Marketing at Glovo, presenting at Mobile Spree Berlin 2019 - What's the role of the web in a user acquisition campaign for mobile-first products. How companies in different verticals take advantage of both platforms to acquire users. The dynamics of where the user is acquired and where it converted. How to measure cross-platform activities. Behavioral differences between platforms according to the stage of the user.

1. HOW TO COMBINE WEB AND APP
IN A UA STRATEGY

2. The rise of cross-device as a title
2
It’s happening...

3. Game of Marketers
3
Marketers MMPs
AMs SANs

4. The future in 10 years
4
+ Offline tracking
+ Accurate location
+ Proper cross-device
+ Image recognition as
user identifier
Nano Drones as MMPs

5. Privacy
5
We want sophisticate solutions that track every step

6. Luis Guzmán
Head of web marketing @ Glovo
6

7. “How do I know if I need to incorporate web in
my UA strategy?
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- Buying lifecycle is > 7 days
- Markets with more than 50% desktop share
- Markets with less than 40% of smartphone penetration

8. Persuasion phases
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Attention
Discoverability
Interest
Trust
Creative
Web / App Store
Install / Sign up
Conversion

9. Persuasion phases
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Discoverability
● Higher engagement for
new users (+34% more
restaurants visited).
● Faster transition into
consideration phase.
● Higher cvr (signup) in
certain markets. Up to
29%.

10. Persuasion phases
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Conversion
● 18% higher CVR for new
users (Purchase).
● 12% less abandoned
carts.
● Push the new users to
download the app
(39%).

11. Examples
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~80% of consumers start an activity on one device and
finish it on another
Industry examples:
- eCommerce
- Travel
- Food Industry

12. Do I really need web?
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- Understand your market (desktop/mobile trends).
- Which platforms are your competitors using (Untapped
channels).
- How long your buying cycle is. Straightforward vs slow
purchase decision.
- Do you need to be present in most of the user contexts?
(different devices/times/activities).
- The end and long term goal should be app always.

13. Coming back to cross-device...

14. How it works
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First touch Last touchSecond touch
If you decide to start using web you need to properly track your users

15. How it works
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First touch
- Cookies
- Browser
- Web
- Location
- IP
Last touch
- Device ID
- Platform
- Device fingerprint
- Location
- IP
Second touch
- Device ID
- Browser
- Mobile web
- Device fingerprint
- Location
- IP
There is no accurate way to identify the same user across different
devices.

16. “
In a multi-device, multi-channel world of billions of online and
offline consumers, perfecting cross-device attribution will never
be achieved – it can only be improved.
16

17. Available solutions
- Deterministic
matching
Assign and follow an
user with an unique
identifier. (email)
- Probabilistic
matching
ML learning model to
identify users across
different platforms
without the need of an
ID.
- Hybrid
approach
Take advantage of
both by using past
data of the same user.
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18. Key takeaways
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- WSTI: Web sessions to install rate.
- Measure and create cohorts of your cross-device and single-device
users.
- There could be a cost of not sending the user to the app, so you need to
be careful with how much of your budget to put on web targeting.
- Retention of only web users is usually lower, but the AOV is higher, you
need to find a balance by analyzing the LTV of each cohort to decide
how to split your budget.
- You can have a platform that works really well acquiring (first touch)
and other that works better converting (last touch). Be aware of this
dynamics to connect your UA and re-engagement strategy.
- Adjust web SDK V2

19. THANKS!
ANY QUESTIONS?
You can find me at:
▪ @lguz