As digital grocery shopping rapidly expanded, user expectations evolved and new players entered the market with strong advantages. In this increasingly competitive landscape, the path to sustainable value lay in strengthening user loyalty.
At this point, our goal was clear: reach more households, invite users into the digital grocery journey, and secure a sustainable presence in this growing market.
Our priority was to generate strong traffic and turn that traffic into value. We quickly realized that while visit numbers were rising, the real potential was hidden in the app. The app delivered a more personalized experience, simplified checkout, and significantly boosted repeat purchase rates. With this insight, we refined our objective: bring the audience we attracted on the web into the app, make every visit more valuable, simplify the shopping experience, and increase loyalty.
Through an advanced integration between TikTok and Adjust, we combined TikTok’s web pixel with app data. By merging app events such as install, view item, add to cart, and purchase with web events via a single pixel, we optimized campaigns for both web and app conversions. Instead of separating the user journey, we began viewing it as a single end-to-end cycle. The storefront and checkout were now in the same ecosystem.
We also enhanced the mobile web experience. Users coming from campaigns were welcomed with personalized messages, reminded of offers, and guided to the app. Using a smart banner infrastructure, we ensured a seamless path from ad to mobile web to app. Every touchpoint became part of the same story.
After achieving strong results in advertising, attribution, and app growth, we returned to our starting point: the mobile web. Despite high traffic, conversion rates were still limited, revealing a clear opportunity. Our goal was not only to grow the app, but also to elevate mobile web users who hadn’t yet transitioned to the app. Personalization, segmentation, and dynamic sales flows allowed us to upgrade traffic quality and directly increase conversions. By unifying the app and web ecosystem, we strengthened measurement integrity and elevated the user experience across platforms.
The main technical challenge appeared when users arrived via TikTok’s in-app browser and later returned using another browser (such as Chrome or Safari). Without a unified user identity, they could not be recognized as the same user, disrupting measurement and retargeting.
To solve this, we developed an anonymous and secure self-device ID structure. A user who clicked on an ad in TikTok and opened our site via the in-app browser could later return through another browser and still be recognized, thanks to this anonymous ID. Through a ZZG and SignalSight-powered integration, we implemented a first-of-its-kind solution in Türkiye. With user consent, this device ID was stored in the cloud and synchronized across Meta and GTM using session storage, local storage, and cookies. This allowed recognition even in different browsers and private mode sessions.
With this technical foundation, we created personalized coupon and offer flows based on the campaign, ad group, or audience the user came from. Through A/B tests, we determined the optimal messaging moments to present the right incentive at the right time, whether at first visit or at the closest point to purchase.
By extending this unified structure from advertising and app journeys to mobile web users as well, we built a holistic growth strategy. Paid and organic efforts moved in sync, delivering the right message at the right touchpoint. As a result, we achieved meaningful incremental lifts across sales, revenue, and engagement metrics.
Berkan Şişman, Business Director, Publicis Groupe Türkiye
We designed the Web2App project not merely as a conversion bridge, but as a complete end-to-end growth ecosystem. With SignalSight integrations, we processed TikTok-sourced signals in real time and identified users at the device level, ensuring that while shifting web traffic to the app, we never left existing users behind. By connecting every platform through data-driven strategies and leveraging personalization, segmentation, and signal-based targeting, we achieved incremental sales and sustainable growth.
When we compared the post-integration period with the previous period:
During the integration period, when we compared performance against in-app traffic coming from non-TikTok channels (to demonstrate the impact of the integration since it was built specifically for TikTok):
During the same period, when we compared performance against TikTok in-app traffic without the integration setup:
This project was not just a measurement or integration initiative; it was an innovative growth program where we redesigned a seamless user journey from ads to mobile web and then to the app.
Without ending the story at the app stage, we brought mobile web users into the experience as well, creating a truly end-to-end growth journey. By reaching users with the right message at the right moment across every platform, we built a sustainable conversion ecosystem.
Melis Karatay Ebin, Marketing & Corporate Communications Group Manager, CarrefourSA
Through the SignalSight integration solution we implemented on the TikTok channel in collaboration with ZZG, we unified the mobile web and app experience and optimized the customer journey end-to-end. Beyond a technical setup, this partnership transformed our digital marketing investments into measurable and sustainable growth.
