2025年Q1，美国宠物用品市场头部品牌Chewy、Petco和PetSmart展现出差异化的数字营销策略。Chewy以chewy.com和Chewy App为核心，月独立访问者稳定在450万左右，App月活跃用户（MAU）保持在55万至60万，广告支出约7-8亿美元/月，重点投放Meta（Facebook/Instagram）。Petco通过petco.com和Petco App运营，月独立访问者约700-800万，Web与App用户规模均衡，MAU稳定在35万以下；广告支出在3月达到峰值约600万美元，同样侧重Facebook和Instagram。PetSmart以petsmart.com和PetSmart App布局，月独立访问者约900万，App安装量在2月出现明显峰值。
从用户获取（UA）角度看，三个品牌均通过自有平台维持用户留存与活跃，但Web端仍是流量主体。Chewy与Petco侧重社交渠道投放以提升品牌曝光，PetSmart则在特定时期加大App推广力度。广告支出策略上，Chewy月度投放额较高但相对平稳，Petco则在Q1末加码，反映出季节性或促销活动的影响。
在归因分析层面，跨平台数据整合至关重要。Sensor Tower的Web Insights、App Performance Insights和Pathmatics工具为广告主提供从Web到App的全链路洞察，帮助识别用户触达路径、衡量各渠道ROAS与LTV，从而优化投放预算分配。例如，Petco通过监测Web与App双端用户重合度，可更精准地进行增量提效。
总结而言，美国宠物用品市场头部品牌在Q1展现了稳健的数字资产组合能力，Web与App协同运营是维持用户规模的关键。广告主应借鉴其经验，借助MMP和SKAN框架等工具深化归因分析，在竞争激烈的市场中实现精细化UA与高效广告变现。
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