SKAdNetwork 201: A Guide for Marketers for Running UA

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Shamanth Rao (Founder at RocketShip HQ - Mobile UA Agency) offers a playbook - and outlines some of his key recommendations for adapting your mobile marketing strategy post-iOS 14. He shares concrete examples and outlines exactly how things will be different as well as what you need to do to adapt.

Source:
SKAdNetwork 201: A Guide for Marketers for Running UA
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
July 9, 2020
Added to the Vault on:
July 25, 2020
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💎 #
1

As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased each time.

10:34
💎 #
2

You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.

17:49
💎 #
3

Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.

18:30
💎 #
4

SKAdNetwork's conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.

22:39
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💎 #
1

As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased each time.

10:34
💎 #
2

You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.

17:49
💎 #
3

Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.

18:30
💎 #
4

SKAdNetwork's conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.

22:39
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💎 #
1

As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased each time.

10:34
💎 #
2

You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.

17:49
💎 #
3

Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.

18:30
💎 #
4

SKAdNetwork's conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.

22:39
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Notes for this resource are currently being transferred and will be available soon.

Different from MMP:

  • MMP: know the exact value of each user
  • SKAdNetwork: hard to know the exact revenue value of each campaign or source


Only the final value (total) is seen and sent back to the ad network after the timer expires. Any conversion happening after that will not be recorded.

Apple wants to make sure there are no loopholes that allow to identify users.

SKAdNetwork is not capturing 100% of the revenue, and the revenue you do get you only get at the campaign and source level.


How to deal with this uncertainty?

[💎 @10:34] As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then you need to make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased  each time.

Instead of looking at D2/D7 ARPU you are looking at the conversion value of your users.


Here is the "standard" shared by Singular


You need to think about what front-loaded events you have.


Targeting

Stage of FB SDK is still TBD: they are talking to Apple and it's not sure if they will get preferential treatment.

[💎 @17:49] You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.

[💎 @18:30] Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.


Campaign structure

Prepare yourself for the "Google UAC universe". You might just have your campaign and your creative. Facebook will probably move to simplification.

MMPs talk about aggregating this data so it can be communicated in more comprehensible form.

[💎 @22:39] The conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.


Q&A

  • If most of the signals will be gone, how will it impact performance on Facebook?
  • Facebook has IDFV of users on the FB family of apps, purchase behaviors associated, etc. FB knows and understands this performance and will probably build an internal device graph. Short term the strongest signal is going to go away but longer term they will probably build something.
  • Publishers able to use historical data for ongoing targeting?
  • Think that yes. If you have email and first party data you will be able to use it as well.
  • Facebook to offer to map SKAd events with FB SDK? It seems that they are working on this.
  • For small developers, it seems complex..
  • You can simplify it, especially for subscription apps. Example: free trial within 24 hours. Start by keeping it simple: retention D0/D1, registration, completed onboarding. It is more challenging for high ARPU apps.
  • DSPs and retargeting
  • They will need to be on the list of publishers. Without the device graph, they will be impacted. Check this episode from the mobile user acquisition show.
  • Can ad networks forward/send the postback to another party? It should be possible since that's the MMPs' approach. Apple has no reason to forbid it.

There will be more reliance on incrementality.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Different from MMP:

  • MMP: know the exact value of each user
  • SKAdNetwork: hard to know the exact revenue value of each campaign or source


Only the final value (total) is seen and sent back to the ad network after the timer expires. Any conversion happening after that will not be recorded.

Apple wants to make sure there are no loopholes that allow to identify users.

SKAdNetwork is not capturing 100% of the revenue, and the revenue you do get you only get at the campaign and source level.


How to deal with this uncertainty?

[💎 @10:34] As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then you need to make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased  each time.

Instead of looking at D2/D7 ARPU you are looking at the conversion value of your users.


Here is the "standard" shared by Singular


You need to think about what front-loaded events you have.


Targeting

Stage of FB SDK is still TBD: they are talking to Apple and it's not sure if they will get preferential treatment.

[💎 @17:49] You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.

[💎 @18:30] Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.


Campaign structure

Prepare yourself for the "Google UAC universe". You might just have your campaign and your creative. Facebook will probably move to simplification.

MMPs talk about aggregating this data so it can be communicated in more comprehensible form.

[💎 @22:39] The conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.


Q&A

  • If most of the signals will be gone, how will it impact performance on Facebook?
  • Facebook has IDFV of users on the FB family of apps, purchase behaviors associated, etc. FB knows and understands this performance and will probably build an internal device graph. Short term the strongest signal is going to go away but longer term they will probably build something.
  • Publishers able to use historical data for ongoing targeting?
  • Think that yes. If you have email and first party data you will be able to use it as well.
  • Facebook to offer to map SKAd events with FB SDK? It seems that they are working on this.
  • For small developers, it seems complex..
  • You can simplify it, especially for subscription apps. Example: free trial within 24 hours. Start by keeping it simple: retention D0/D1, registration, completed onboarding. It is more challenging for high ARPU apps.
  • DSPs and retargeting
  • They will need to be on the list of publishers. Without the device graph, they will be impacted. Check this episode from the mobile user acquisition show.
  • Can ad networks forward/send the postback to another party? It should be possible since that's the MMPs' approach. Apple has no reason to forbid it.

There will be more reliance on incrementality.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Different from MMP:

  • MMP: know the exact value of each user
  • SKAdNetwork: hard to know the exact revenue value of each campaign or source


Only the final value (total) is seen and sent back to the ad network after the timer expires. Any conversion happening after that will not be recorded.

Apple wants to make sure there are no loopholes that allow to identify users.

SKAdNetwork is not capturing 100% of the revenue, and the revenue you do get you only get at the campaign and source level.


How to deal with this uncertainty?

[💎 @10:34] As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then you need to make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased  each time.

Instead of looking at D2/D7 ARPU you are looking at the conversion value of your users.


Here is the "standard" shared by Singular


You need to think about what front-loaded events you have.


Targeting

Stage of FB SDK is still TBD: they are talking to Apple and it's not sure if they will get preferential treatment.

[💎 @17:49] You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.

[💎 @18:30] Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.


Campaign structure

Prepare yourself for the "Google UAC universe". You might just have your campaign and your creative. Facebook will probably move to simplification.

MMPs talk about aggregating this data so it can be communicated in more comprehensible form.

[💎 @22:39] The conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.


Q&A

  • If most of the signals will be gone, how will it impact performance on Facebook?
  • Facebook has IDFV of users on the FB family of apps, purchase behaviors associated, etc. FB knows and understands this performance and will probably build an internal device graph. Short term the strongest signal is going to go away but longer term they will probably build something.
  • Publishers able to use historical data for ongoing targeting?
  • Think that yes. If you have email and first party data you will be able to use it as well.
  • Facebook to offer to map SKAd events with FB SDK? It seems that they are working on this.
  • For small developers, it seems complex..
  • You can simplify it, especially for subscription apps. Example: free trial within 24 hours. Start by keeping it simple: retention D0/D1, registration, completed onboarding. It is more challenging for high ARPU apps.
  • DSPs and retargeting
  • They will need to be on the list of publishers. Without the device graph, they will be impacted. Check this episode from the mobile user acquisition show.
  • Can ad networks forward/send the postback to another party? It should be possible since that's the MMPs' approach. Apple has no reason to forbid it.

There will be more reliance on incrementality.