iOS 14 has been a defining element in the mobile marketing landscape for 18 months now. From the first announcement to the implementation of iOS 14.5 in April 2021, which brought about changes in user privacy, the m-commerce market has been working intensively to rethink the way to deal with this change and the mobile advertising ecosystem in general. .
You need to understand how SKAdNetwork – an ad-driven app installs validator – works, become familiar with App Tracking Transparency (ATT) – a mechanism that prevents app creators from tracking information to feed advertisers –, develop best practices for receive opt-ins and create new conversion value schemes. In other words, there is a lot to be informed about. In fact, advertising has not stopped on iOS and will not stop. In early 2022, Apple declared that there were more than 1.8 billion iPhones in use worldwide, and that number continues to grow. That’s why advertisers should think twice before letting them out of their budget.
Now that it’s been a year since the launch of ATT (App Tracking Transparency), which came to take the place of IDFA (Apple ID for Advertisers), it’s time to go back and see what we’ve learned, what’s changed, and what the best practices for building a successful and scalable User Acquisition (UA) strategy for iOS 14.5+.
How iOS 14+ Impacted Mobile Marketing
The mobile marketing market (and digital ecosystems in general) is increasingly turning to privacy-focused models. At first, this realization caused panic among marketers, but what is the true impact of these changes on their work and campaigns?
The first consequence is a possible lack of precision in user acquisition, attribution and campaign performance. This is the most direct result of the lack of access to user-level data and campaign metrics. The UA with IDFA had accurate data on campaigns that offered marketers visibility into their performance, strengthening decisions aimed at optimization.
Marketers often optimize specific KPIs to guide the decision on how and where their budget will be allocated. They use metrics such as retention between day 0 and day 1, user LTV, ROI and ROAS. SKAdNetwork makes this kind of information impossible simply because the mentioned KPIs are not supported. However, using the most current practices on the market, it is still possible to create efficient and scalable campaigns.
Three best practices for the age of privacy:
1 – Convince users to consent with an effective opt-in strategy.
Accessing accurate data on iOS starts with a robust opt-in strategy. To maximize user consent, you need to take a proactive approach to communicating with them, helping them understand the benefits of opting in and then delivering what you promise. We found four variables with the greatest impact on user response to the ATT popup:
– Location
– Message
– Message size
– Button placement
It is essential to also develop a UX strategy and opt-in to be just one part of it. Continuous and rigorous testing will help to optimize opt-ins and the overall user experience.
2- Keep collecting data
Your mobile measurement partner (MMP) also needs to be able to aggregate SKAdNetwork data and turn it into actionable information. Even small datasets of opt-in users are helpful, as this information is essential for tracking the performance of non-consenting users. Robust data visualization tools combined with transparent measurement and reporting can help your UA team make informed decisions.
3 – Calculate data points into actionable insights
To continue to dominate the mobile marketing landscape today, UA managers need to rethink conversion models. For this, it is necessary to find a model that calculates the data consented via opt-in to accurately project the performance of those who did not consent. With this in hand, it will be possible to improve the performance of the entire dataset and user base.
Create a long-term user acquisition strategy
No matter how awesome your opt-in strategy is, you’re still going to have a huge number of users who choose not to be tracked. In this case, it is critical to work with Apple’s SKAdNetwork and the aggregated data provided by it. Marketers can still use SKAdNetwork for attributing app installs and reinstallations, which can be put to good use with professional help.
Privacy and data protection are central to the mobile advertising market and advertisers need to pursue a holistic approach to acquisition, attribution and measurement in iOS 14.5+. To do this, you need to leverage the ATT framework to get as much consented data as possible at the user level and use it in conjunction with what you receive from SKAdNetwork.
Marketers, then, need to prioritize a strategy that maximizes user consent through the use of UX. In this way, it will be possible to minimize interruptions, as well as simplify the long-term strategy and budget allocation. By building a foundation from deterministic and consented data, you can continue to make marketing decisions with confidence.
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