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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Notes for this resource are currently being transferred and will be available soon.
Different from MMP:
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.
[💎 @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.
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.
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.
There will be more reliance on incrementality.
Different from MMP:
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.
[💎 @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.
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.
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.
There will be more reliance on incrementality.
Different from MMP:
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.
[💎 @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.
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.
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.
There will be more reliance on incrementality.
