Regarding SKAdNetwork2.2, this topic has been hotly discussed since 2020, and it was launched by the Apple App Market as an alternative to IDFA. After IDFA access rights are adjusted, advertisers must obtain user consent to obtain channel attribution and user behavior tracking. In order to reduce the impact of this change, what does SKAdNetwork retain for advertisers to the greatest extent. The following ASO World research team will share relevant information for you.
SKAdNetwork will support View-Through Ads (browsing ads) and StoreKit-Rendered Ads (rendered ads), suitable for performance tracking of two types of ads.
Attribution logic for two types of ads
When using SKAdNetwork for ad tracking, the same type of ads, or two types of ads appear at the same time, the attribution logic is completely different:
1. Ads of the same type appear at the same time:
For example, if a user clicks on multiple View-Through Ads, SKAdNetwork will use the last click before the user installs and open the App as the attribution, that is, the channel where the last click is located is the source of the user.
2. StoreKit-Rendered Ads and View-Through Ads appear at the same time:
StoreKit-Rendered Ads will be given priority as attribution; if the user clicks StoreKit-Rendered Ads and then View-Through Ads before downloading and installing the App, it will also Determine StoreKit-Rendered Ads as a valid channel. Simply put, when different types of ads appear at the same time, as long as the user clicks on StoreKit-Rendered Ads, SKAdNetwork will consider StoreKit-Rendered Ads to be effective.
SKAdNetwork callback data can analyze user composition
In the “IDFA era”, advertisers/developers can obtain “exact information” of users and use this to track user behavior. When using SKAdNetwork’s solution, although only “fuzzy information” of users can be obtained at present, there is still data worth using.
▲From Apple example▲
The above are the parameters returned by SKAdNetwork2.2, including the App ID of the source, the location of the advertisement, the version of SKAdNetwork, and so on. One of the most noteworthy is “redownload (repetitive download)”. When the returned parameter value is True, it means that the user has repeatedly downloaded and installed the App; when the parameter value is False, it means that the user is a new user. Through this data, we can understand how many new users this promotion has brought, how many old users have been recalled, and evaluate the effectiveness of the launch.
Apple’s adjustment of IDFA’s privacy authority is about to land, which is undoubtedly a big blow for advertisers. The currently hotly discussed solutions mainly include the CAID access of the China Advertising Association and Apple’s official SKAdNetwork. In addition, there are many alternatives to third-party platforms. At present, the attribution technology SKAdNetwork2.2 cannot fully compensate for the drawbacks brought by IDFA, but the launch of version 2.2 undoubtedly releases some positive signals. Advertisers and developers can not only customize the advertising format and track data, but also use callbacks. Data analysis of the proportion of new and old users.
Apple began to intervene in advertising attribution, on the one hand to solve the impact of IDFA adjustments, on the other hand, it may want to take a share in the field of advertising attribution and prepare for the larger advertising business in the future. For more details on SKAdNetwork, Qimai Research Institute will continue to pay attention to keep up with relevant news.