đ Growth Gems #38 - Gems from the "Winning on iOS 14" UA panel
Hi there,
Today's gems are mined âď¸Â from the UA panel of the "Winning on iOS 14" AppsFlyer event with Phil Gontier (VP international at Liftoff), Piyush Mishra (Sr. Growth Manager at Product Madness), Yevgeny Peres (VP Growth at ironSource), Natalie Rozenblat (Sr. Performance Marketing Consultant at Phiture) and Thomas Petit.
đ #1
The first question advertisers need to ask themselves is âare you going to go ahead with the collection of IDFA with ATT?â. Is getting 20-25% of IDFAs worth it?
đ #2
The second biggest question is âfrom a data perspective, how exactly will the conversion value roll up in the new world?â
đ #3
Itâs going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And thereâs no going back.
đ #4
You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.
đ #5
Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. Itâs something you need to be aware of when setting up expectations.
đ #6
If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.
You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that youâve collected?
đ #7
Product Madness decided to rely on their MMP for SKAdNetwork because itâs going to keep evolving and MMPs are well positioned to make their solutions evolve in response.
đ #8
Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.
đ #9
Part of the paradigm shift is that the networks are the entities where we see the postback first. Itâs a different data flow and way of making decisions.
đ #10
The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.
đ #11
Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.
đ #12
Think again about your conversion values, because we wonât be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.
đ #13
Apple sends the conversion value back to networks. Thatâs an open door for fraud from sketchy networks. Some big networks already announced they wonât share the raw postback with advertisers, only their modelization. This will make it hard to really understand whatâs happening.
đ #14
In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.
đ #15
Itâs time to test again what youâve discarded before itâs a totally new game.
đ #16
If Apple doesnât rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. Itâs sad to see some developers penalized and it's bad for the whole ecosystem.
đ #17
Youâre going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.
Stay savvy!
âď¸ Sylvain