Adjust Mobile Spree event. Berlin, 2019

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

9. Persuasion phases
9
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
10
Conversion
● 18% higher CVR for new
users (Purchase).
● 12% less abandoned
carts.
● Push the new users to
download the app (39%).

11. Examples
11
~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?
12
- 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
14
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.
17

18. Key takeaways
18
- 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