The APP ID Snapchat, dynamic audiences for better performance
We no longer present Snapchat, the essential platform in mobile advertising. The 16.1M DAU platform allows since 2017 to conduct user acquisition campaigns for applications.
Addict Mobile, a specialist in performance-based mobile acquisition, very regularly uses Snapchat – which no longer has to prove itself in terms of return on investment. – on behalf of its customers in all verticals.
Since the creation of the App install format, the platform has evolved to offer new features that make it easier for application publishers to achieve their goals. The latest to date? The App ID, released in June 2020, which allows to send data from tracking tools (MMP) to the platform, opening the field of possibilities.
What is the Snapchat app ID?
This new feature allows you to retrieve audiences tracked by third-party tracking tools (Adjust, Appsflyer, Kochava, Branch…) and use them to create personalized and dynamic audiences directly on Snapchat.
Mechanisms already known by those who invest in digital marketing, but the interest lies in the dynamic development of these audiences. The ability to A/B test your customer or prospect audiences (Snap audience Match) and your BI will allow you to more easily adjust based on performance.
The platform offers the possibility to choose attribution windows between 1 and 395 days for the data sent. This means that you can plan scenarios based on tagged events going back up to a year.
No more time-consuming Excel file exports and regular manual uploads of these audiences. The App ID allows their automation. An enormous time saving for agencies and their clients, but above all, a larger and more qualified audience in real-time.
There is also the possibility to upload (still manually) in full RGPD compliance audiences not tracked by the tracking tool. Such as for example poster campaigns with a specific promo code or various partnerships.
The objective? To propose a much larger audience pool regardless the configuration.
What are the benefits of using the ID Snapchat app on mobile acquisition campaigns?
For retargeting :
An essential tool that now allows Snapchat to propose effective re-engagement campaigns. Audiences are never overloaded because they feed on themselves, in real-time, opening up new possibilities for advertisers.
It should be noted that it is possible to accumulate 2 audiences in order to reach a specific target. For example, you can target users who have completed the “sign up” event in the last six months but have not made a purchase in X amount of time.
In acquisition :
To create look-a-like audiences from a database that has performed a specific action within the app and find similar users on the platform. The look-a-like audience refresh automatically.
– You can therefore easily target profiles similar to those who have already made one or more purchases (or any other relevant event) within the app.
– Snapchat also provides the ability to exclude people from the specific campaigns. For example: I exclude all the people who have already installed the application dynamically (data retrieved from the tracking tool and therefore reliable). This ensures that advertisers do not reach a target that is already a customer when they are looking to attract new users.
The Snap app ID will also provide a more complete understanding of the impact of app campaigns across all channels. Announced for November, it will be possible to measure all conversions resulting from app campaigns. Very useful for cross-device reporting. It will therefore be possible to measure whether, for example, an ad for your app has resulted in a conversion on your website.
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