iOS 14: get ready
Apple’s App Tracking Transparency enforcement is set to happen early-spring (late March/early April). Thus, it is urgent to review the advancement of the situation and prepare for the changes to come. All major networks and tracking tools are now ready which allow you to perform tests and anticipate this change.
Staying up to date on the changes
If you haven’t already seen them, we recommend you to watch our 4 videos that we prepared on the topic. Especially the video 2 & 3 which are the most important to understand what is at stake:
iOS 14 [PART 1] – prepare your acquisition campaign – Context: https://www.youtube.com/watch?v=j1K48HubFv0&feature=youtu.be
iOS 14 [PART 2] – prepare your acquisition campaign – User consent pop-up: https://youtu.be/C5JhlVSYdYk
iOS 14 [PART 3] – prepare your acquisition campaign – SKAdNetwork: https://youtu.be/uaG7D4Iv2n4
iOS 14 [PART 4] – prepare your acquisition campaign – FAQ: https://youtu.be/xOSaDSnd0_Q
=> it is very important to discuss this with all stakeholders i.e. all the following teams devs, product, data, etc. Impact of the incoming changes are really of interest to all departments involved in the app strategy.
Ask the right questions
– Will we prompt the consent pop-up? If yes, how will it be prompt? Shall we show a pre-prompt message?
– Is my tracking tool’s SDK updated to support SKAdNetwork?
. AppsFlyer : 6.0.3 or more.
. Adjust : 4.23.3 or more.
. Branch : 0.35.0 or more.
. Kochava : 4.0 or more.
– Has the integration of SKAdNetwork started already?
Your iOS app has to integrate SKAdNetwork. There are different ways to proceed with the integration:
Directly on your side, this allows you to make your own setup of the 6-bit conversion value however you should be very cautious and think carefully of the event mapping otherwise you could lose some data.
Via Facebook SDK which will be based on Facebook Events model (i.e. standard events) so the tracking partner and all sources will receive the data in Facebook format
Via your tracking tool SDK that will enable you to choose a model tailor to your app’s specificities.
Addict strongly recommend to go for the third option as you will have a consistency in your data and you’ll be sure that everything works as it should be and the way you want.
WARNING : only one SDK can manage events through the SKAdNetwork.
Recommendations
Addict and the industry estimates a low rate of IDFA collection (see video [PART 2]) from the consent pop-up => whether to integrate it or not should not be the priority.
In order to continue getting data on your acquisition campaigns, there are two priorities: integrating the SKAdNetwork and configuring the 6-bit conversion value correctly with the help of your tracking prvider and Addict in order to select the right model for your app
Given the short amount of time remaining, we can’t stress enough how important it is to start focusing on every aspect of this dev.
Our teams remain at your disposal for any question that you might have: contact@addict-mobile.com
NEWS
Article in relation
Understand the SKAdNetwork data to maintain the performance level of your UA campaigns
Since May 2021 (iOS 14.5), Apple has implemented the ATT, which limits the feedback of data for advertising campaigns. Apple’s aim is to promote the protection of user data. The problem for the mobile industry: acquisition campaign data is no longer fed back as minutely and no longer allows for the reading performances in the same way within tracking tools. As a reminder, if the user opts in on the consent pop-up, then we can recover the IDFA and use deterministic attribution as a basis. The SKAdNetwork is the allocation solution offered by Apple. It serves as a back-up when the data is not received in the event users don’t opt in. Up to 80% less IDFA on IOS According to Appsflyer, 40 to 50% of people give their consent via the pop-up. This does not mean that the IDFA is fed back, because the user must also have agreed on the distribution platforms (such as Facebook, TikTok, Snapchat, etc.). In the end, we find ourselves with only 20 to 30% of the IDFA fed back, which is critical for the results to be read correctly. As the iOS paid campaign data is now limited, there is a real challenge, […]
Publié le 25 January 2023- Apple Search Ads
- Acquisition
Our tips for reaching engaged users on TikTok
According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok. Creative tips – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc. – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad – Always add music suited to the ad and opt for short creatives (13-16 seconds) – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical The platform – Manage features offered by the platform, such as the Automated Creative Optimization tool (which allows for automating ad optimization on the platform), city targeting or Spark […]
Publié le 14 September 2022- TikTok
- Acquisition
Dating apps: What are the User Acquisition constraints?
Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical. Choosing a strategy Before launching your campaigns, you need to think about the overall strategy for your app and your objectives: – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender. – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different. – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments. – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets of profitability. Choosing distribution sources The inventory of acquisition sources […]
Publié le 7 September 2022
