Lalamove User Digital
Marketing Strategy
About Lalamove User
Lalamove is a non-demand delivery platform that enables users to book fast, reliable deliveries by connecting them with driver partners.
The Lalamove User app supports both Android (AOS) and iOS, helping individuals and SMEs move goods quickly across key growth markets in Southeast Asia and beyond.
Objective
Lalamove aimed to scale high-intent user acquisition across multiple geos through a performance-led CPA program, while maintaining strict quality and validation standards. The core objective was to drive users to complete the first meaningful business action, first order placed with strong emphasis on clean, validated traffic and efficient conversion delivery across AOS+iOS.
Geos: PH • TH • MY • VN • SG • BR • HK • TW
7K+
Order Placed
Delivered
0.15%
CTI-
Maintained
8X
Spend
Increased
Scaling CPA across diverse markets often attracts low-intent volume and exposes campaigns to fraud risks, especially when the user onboarding includes multiple steps and verifications. Lalamove needed to ensure that acquisition efforts didn't just bring installs, but brought validated users who could progress through onboarding smoothly and reach their first order, while consistently maintaining campaign health through a hard quality guardrail (CTI ≥0.14%).
Activated the Lalamove CPA campaign across AOS+iOS, tracking via AppsFlyer and validating conversions using P360.
Structured the campaign around the onboarding funnel to reduce drop-offs and improve progression toward conversion:
Continuously optimised by Geo×OS×Media source, ensuring traffic quality remained strong and aligned to the KPI.
Enforced rigorous conversion-eligibility criteria using validation rules and control measures, consistently meeting the CTI ≥0.14% benchmark.
Onboarding funnel:
Lalamove implemented a performance-driven digital acquisition strategy designed to balance scale+quality+validation:
Journey-Led Optimisation: Campaign learning and optimisation were aligned to the real funnel that users must complete before conversion, improving progression toward first order placed.
Split Execution: Separate optimisation tracks were maintained for Android and iOS to preserve signal clarity and performance stability.
Geo Prioritisation: Scaling focus was placed on the best-performing markets (PH, TH, MY, VN) while maintaining controlled expansion across SG, BR, HK, and TW.
Fraud-First Governance: Validation and hygiene were treated as foundational, keeping fraud at the lowest levels through P360 validation criteria.
Impact
trust built through performance
By combining journey-led optimisation with geo-prioritised scaling and strict governance through AppsFlyer+P360, Lalamove built a repeatable CPA acquisition engine that consistently delivered validated, high-intent users across markets. This approach protected conversion integrity (fraud at the lowest levels), sustained performance at scale across AOS+iOS, and drove outcomes aligned to order placed first, while maintaining the critical campaign health threshold of CTI ≥0.14%, especially across the strongest geos PH, TH, MY, VN.
Results
Strong and scalable acquisition across AOS+iOS
Stable campaign health supported by maintaining CTI ≥0.14%
Fraud maintained at the lowest levels through strict P360 validation
Best efficiency and scalability observed in PH, TH, MY, VN