The document discusses performance marketing for e-commerce websites and mobile apps, highlighting key differences in strategies, such as landing page optimization and marketing funnels. It compares web and app marketing approaches, detailing techniques like SEO and ASO, as well as paid media mixes tailored for both platforms. Additionally, it emphasizes the importance of analysis and attribution through mobile measurement partners for effective campaign tracking and optimization.

1. PERFORMANCE
MARKETING FOR
WEBSITE &
MOBILE APP
E–COMMERCE

2. Liliana Chepil
Head of Performance at
tribe47

3. 1. Main differences between Web and App marketing
2. Landing Page
3. Funnel
4. Paid Media Mix
5. Analysis
6. Web + App marketing
Agenda >>

4. WEB
PERFO =
the focus is on
selling the need for
a final product
APP
PERFO =
the focus is on
selling the need for
an app first before
emphasizing the
final product

5. >> WEB VS APP BASED BUSINESSES
WEB APP
WEBSITE APP PAGE IN STORE
PIXEL SDK
GA4 FIREBASE, AMPLITUDE
GA4, BUSINESS MANAGERS MMP, BUSINESS MANAGERS
META, GOOGLE, TIKTOK etc META, GOOGLE, TIKTOK, ASA etc
SEO ASO
DV360 APPLOVIN, IRONSOURCE
LANDING PAGE
TRACKING
PRODUCT ANALYSIS
ORGANIC ACQUISITION
MARKETING ANALYSIS
PAID ACQUISITION
PROGRAMMATIC
1-PARTY DATA
BASED ON ACTIVITY ON WWW BASED ON ACTIVITY IN APP

6. {LANDI
NG
PAGE}

7. Apps require installation , while
websites are readily accessible
through servers and an Internet
connection, making them instantly
available to users.
>> LANDING PAGE

8. PAID ACQUISITION
INFLUENCERS
DIGITAL PR
STORE SEARCH/BROWSE
INSTALL
USER ACQUISITION ASO
>> LANDING PAGE

9. What goes with that
optimization of the
landing page and AB testing
>> LANDING PAGE

10. >> WWW
Website relies on SEO (search
engine optimization) as a key
strategy. With effective SEO, your
website can achieve higher rankings
on search engine results pages.
>> APP
ASO (App Store Optimization) is the
equivalent of SEO with primary
objective - improving of the visibility
and discoverability of your app within
app stores.
Landing page optimization
>> LANDING PAGE

11. >> LANDING PAGE
» App name
» Subtitle
» Icon
» Rating
» Promo Text
» App Preview
» Screenshots
» Reviews

12. >> WEB
1. page views
2. bounce rate
3. average time on page
4. conversion rate
>> APP
1. install rate
2. retention rate
3. churn rate
4. DAU
5. MAU
6. FTB
Landing page KPIs
>> LANDING PAGE

13. {FUN
NEL}

14. App acquisition typically takes place at the
early stage of the funnel , while for a
website, conversion tends to occur towards
the end of the funnel.
>> FUNNEL

15. >> FUNNEL
AWARENESS
PAGE VISIT
LEAD GEN
PURCHASE
AWARENESS
INSTALLATION
PURCHASE
RETENTION
WEB APP
RETENTION

16. >> FUNNEL

17. >> FUNNEL

18. {PAID
MEDIA
MIX}

19. >> PAID MEDIA MIX
APP INSTALL
IN-APP EVENTS
UAC (APP
INSTALL)
UAC (IN-APP)
PRE-
REGISTRATION
APP INSTALL
IN-APP EVENTS
SEARCH
VIDEO-ONLY
UAC

20. >> PAID MEDIA MIX
Android
iOS
7 PLN
31 PLN
24 PLN
17 PLN
23 PLN
15 PLN 19 PLN
Works really good
for Android, iOS -
should be tested
and optimised
CPI may be similar,
but iOS is generally
slightly cheaper
With a good
creatives and
optimisation CPI can
be similar, but iOS is
slightly cheaper
Only iOS

21. >> PAID MEDIA MIX
SKAdNetwork /
StoreKit Ad Network /
SKAN ?

22. >> PAID MEDIA MIX
SKAN
Apple's privacy-focused framework that
provides privacy-preserving method for
advertisers to understand the effectiveness
of their ad campaigns without directly
accessing user-level data

23. SKANetwork (4.0) pain points >>
>> PAID MEDIA MIX
1. Aggregate data
2. Postback delays = longer attribution window
3. No view-through attribution (Click-through attribution pre-defined,
but you can see both click-through and view-through attribution e.g
in Meta)
4. Fraud

24. 1. Campaign should be divided per operation system
2. For iOS you have limitations - only 9 campaigns per account with
max 5 ad sets
3. While set-up the campaign - you should always remember to target
only available operating systems (like Marshmallow, or iOS 14+)
4. You can send people to Custom Product Page/Store listing
META >>
>> PAID MEDIA MIX

25. >> PAID MEDIA MIX
1. UAC (Universal App Campaign) is an automated campaign,
therefore you have less elements you can influence (video-only
campaign may be implemented with Google rep)
2. Retention campaigns are employed after reaching 250K
installations per system, but before you can run campaigns
with a in-app events bidding.
3. Make sure you add all possible assets for excellence score
(statics, videos, texts, html5)
GOOGLE >>

26. >> PAID MEDIA MIX
1. Similarly to Meta, For iOS you have limitations - only 11 active
campaigns and 2 ad groups per campaign*
2. Consider launching TikTok Smart campaign for Android
3. Exclude current users
4. Create separate content for this placements and consider
testing organic content, if you have one
TIKTOK >>
*You also have 11 campaigns for Pangle

27. >> PAID MEDIA MIX
1. You should consider additional placements (e.g Apple
Search; AppNexus)
2. Programmatic (DV360) less effective, in case of the app
can be beneficial as an awareness campaign mainly
3. Google Search is less valuable, but should not be forgotten
about in media mix
OTHER CHANNELS >>

28. {ANALYSIS}

29. >> ANALYSIS
MMP*
*Mobile Measurement Partner
a third-party service that specializes in
tracking and attributing mobile app
installations and user actions to specific
marketing campaigns.

30. >> ANALYSIS
Accurate Attribution
Multi-Channel Tracking
Integration with Ads
Platforms
Deep Linking
Advanced Analytics
Reporting
Fraud Prevention
MMP pros

31. >> ANALYSIS
SDK
AD PLATFORM
MMP
SDK serves as a
bridge between the
developer's app and
the ad platform
MMP SDK
MA SDK
Additional
META SDK
TIKTOK SDK
MMP SDK
MA SDK
Additional

32. >> ANALYSIS
YES < 1 month
DEMO
EASY SET-UP
AUDIENCES
RAW DATA
MONTHLY SUBS
UX/ DASHBOARDS
FRAUD DETECTION
YES < 1 month YES < 1 month
EASY AVRG AVRG
YES YES YES
YES paid YES bigger clients YES bigger clients
NO annual YES YES
YES YES? YES?
YES paid YES paid YES paid

33. {WEB
+APP}

34. >> main marketing focus on website
acquisition for both cold & warm audience
>> Promotion of app only to the current
customers
{Scenario #1}
>> WEB+APP PERFORMANCE MARKETING

35. >> marketing budget is
splitted
>> website traffic is
optimised for purchase
>> app traffic for
installation
{Scenario #2}
Web
Traffic
>> www
Mobile
Traffic
>> www and
app
>> WEB+APP PERFORMANCE MARKETING

36. >> marketing budget is
splitted
>> website traffic is to
www
>> all mobile traffic to
the app
{Scenario #3}
Web
Traffic
>> www
Mobile
Traffic
>> App
>> WEB+APP PERFORMANCE MARKETING

37. >> use app as fully
organic source and skip
marketing activities
around application
{Scenario #4}
Website
traffic
App
Traffic
+
>> WEB+APP PERFORMANCE MARKETING

38. Which web + app marketing strategy
you should choose?
Scenario 1
Maczfit
X-kom
App promoted to
current customers,
while web is the
main source of
traffic to new
customers.
Scenario 2
Delio
Olx
Scenario 3
Airbnb
Scenario 4
Zara
>> WEB+APP PERFORMANCE MARKETING
Budget is splitted
between web and
app traffic.
Mobile traffic sends
to application, while
website the straight
to the www.
App is not
promoted in paid
advertising and
exists as organic
source.

39. THANK
YOU
>>