The new Google Tax : Addict Mobile’s solution
Since November 2020, Google decided to expand surchargers on digital services to advertisers in specific countries.
This new Google Tax is already active for campaigns in the UK, Austria or Turkey since November 2020. It has been applied since May 2021 to two other European countries: France and Spain.
The rates applied for the campaigns are the following:
How are advertisers impacted by the Google Tax?
Concretely, this means that every advertiser will now see a surcharge added on his monthly Google bill if he broadcasts in Austria, Spain, France, the United Kingdom or Turkey. This is something that some advertisers have observed with Austria, Turkey and the UK already involved since last November. The application of this Google Tax therefore implies higher media spending of 2% or 5% in these countries and therefore an increase of the CPI/ CPA.
It is important to note that this surcharge is not applied directly on the Google interface but only on the month end billing, which hinders the reading of performances in order to properly evaluate its media mix.
The Addict Mobile solution
In order to give our customers a clear vision of the results, Addict Mobile integrated this Google Tax in its Dashboard. Starting from May 2021 the dashboard offers KPIs that integrate this tax and give the best visibility on the performance of the campaigns. So, your CPI, CPA or ROAS integrate this surplus spending.
The induced cost of this Google Tax is calculated in real time according to the amounts invested and the different rates applied to the countries concerned. This ensures a match between month-end billing and daily expenses displayed on the Dashboard. Thus, each customer has an exact vision of the budget spent and the evolution of his KPIs without being surprised at the end of the month by additional costs that would make the campaigns unprofitable.
Contact us for more information.
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
Our tips for reaching engaged users on TikTok
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