Webinar Learnings:
With SKAN 4.0, ad networks and app developers will have access to new features and options. It's still a highly complex topic, and working with it requires advanced planning.
In order to get a sense of where everyone stands on SKAN 4.0, we asked the audience during our Mobile Game Marketing with SKAN live webinar session where they stand on the issue. The results were as follows:
45% "I've already started gathering information"
33% said "I didn't even begin to wrap my head around it,"
21% "I'm digesting the available information and beginning to make a plan."
Differences between SKAN 4.0 and the current version?
Postbacks:
The primary distinction between the current SKAN version and SKAN 4.0 is the presence of multiple conversion windows. The previous version of SKAN had only one postback event associated with the initial installation. They've added three new postbacks in the new version.
After the installation, Apple created three different timer windows that will record all of the post-install events that the advertiser configures with the MMP. When these various windows expire, we will receive the postback.
Public Anonymity:
The good news about having three different windows comes with a catch, though: not all of the windows will be returning the same data. The information obtained will be subject to a new threshold level determined by the anonymity level of the crowd.
In the new SKAN 4.0 version, Apple introduced the idea of "crowd anonymity," which describes a system that bases a campaign's privacy level on the number of installs it receives. In other words, a larger population makes it harder to identify specific users and to determine where the installation originated, so we would gather more data.
There are new thresholds for each window, divided by tiers, in which we obtain more information as more installs are received.
It's absolutely time to start preparing for all of the changes that are on the way, so we asked our webinar audience when they thought we could anticipate SKAD 4.0 to work at scale.
5% – Q1 2023
30% – Q2 2023
45% – Q3 2023
20% – Q4 2023
There are many people and elements involved in the adoption of SKAN 4.0, making it difficult to predict when it will be operational at scale. In any case, we can all agree that Q1 is the time to start testing and preparing for what's to come.
How can marketers be ready for SKAN 4.0 right away?
Plan how you'll use coarse-grained values in your apps (what does a "High" user mean to you?)
Inquire with your media partners about their timelines and plans for launching version 4.0.
If you're working with any web media partners right now, you can ask if they plan to implement SKAN right away.
Update your MMP SDK to take advantage of the new SKAN 4.0 features.
Think about which models to use for the second and third postbacks.
Key conclusions:
Because SKAN is so complex, it's critical to stay one step ahead of it, understand it, and test it early. Figuring it out early on may give advertisers an advantage in utilizing it and generating more profit.
Targetoo is working to improve iOS campaign performance with our Flexible Mapping solution, which allows advertisers to use the 100 campaign ID combinations available on SKAd to maximize the data points the algorithm can use to improve performance. This tool can be used to track a variety of variables that can be crucial in driving more successful campaigns.
Want to know more? Request a demo!
