Creator’s be aware: For historic context, we extremely recommend trying out our beforehand printed weblog posts on SKAN 4.0:
Since late October 2022, the cellular trade has been abuzz with the thrilling information of SKAdNetwork 4.0’s launch. Not solely does this current a possibility for these in cellular advertising to revamp their methods, however SKAN 4.0 additionally presents many questions on how cellular measurement companions (MMPs) like Department plan to help the newest modifications along with earlier variations of SKAN.
To that impact, as of November 2022, we’re thrilled to announce that Department has constructed the required elements to help transitioning to SKAN 4.0. These modifications – together with updates to our SDKs, our dashboard SKAN configuration instruments, and an enhanced SKAN Analytics view inside our dashboard – enable for a deeper understanding of indicators out of your iOS customers.
Whereas the cellular ecosystem (together with advert networks) nonetheless has work to do to help SKAN 4.0, Department makes it simpler for you by supporting seamless migration from earlier variations of SKAN to the newest model, SKAN 4.0. This manner, you’ll have the ability to extra simply visualize earlier, present, and future variations of SKAN knowledge inside Department.
Sustaining enterprise continuity with swish fallbacks integrated for earlier SKAN variations is of the utmost significance, and Department prospects can relaxation straightforward figuring out that updating their SKAN implementation to help SKAN 4.0 won’t trigger any disruptions. As the remainder of the ecosystem rolls out SKAN 4.0 help over time, you possibly can proceed to run your SKAN 2 and SKAN 3 campaigns and conversion reporting as typical.
We’ll focus on these new modifications inside the context you’ll encounter as a Department buyer utilizing SKAN to measure your iOS campaigns. If you happen to’re on the lookout for a full recap of all of the modifications in SKAdNetwork 4.0, we advocate our earlier SKAN 4.0 recap weblog put up.
What’s new in Department’s help of SKAN 4.0?
The modifications Department has made to help SKAN 4.0 might be grouped into three main themes:
- SKAN configuration: We’ve up to date our SDK and our dashboard configuration instruments, like our conversion worth mapper.
- SKAN-driven insights: Our dashboard stories now help the brand new knowledge granularity accessible from SKAN 4.0, together with coarse conversion values and extra Supply ID digits.
- Advert serving & community integrations: We’re additionally updating our integrations with advert networks to help the SKAN 4.0 knowledge that may now be despatched to Department through new Supply ID digits.
SKAN configuration
Our groups have been laborious at work updating our platform to help SKAN performance, together with an SDK replace and new configuration choices in our dashboard.
Up to date SKAN conversion worth mapper
To make the most of the brand new coarse conversion worth in SKAdNetwork 4.0, advertisers must map these values to their current in-app occasions.
If you happen to use Department to handle your SKAN conversion values (commonest), now you can assign coarse values to mapped occasions inside the up to date SKAN conversion worth mapper in our dashboard. This manner, you possibly can perceive and optimize your campaigns extra successfully throughout all variations of SKAN.
Higher but, useful logic has been in-built that may mechanically warn you when a rough worth has not been assigned.
If you happen to don’t use Department to handle your SKAN conversion values (both you’ve carried out the SKAdNetwork capabilities straight, otherwise you use one other instrument to take action), we propose utilizing related logic to configure your conversion worth mapping. Be at liberty to achieve out to your Department buyer success supervisor for extra info.
Lockable occasions
The Department conversion mapping web page additionally now lets you point out which occasions are “locking” occasions, in keeping with the brand new SKAN 4.0 specs. Because of this when that occasion is detected, it’ll set off the SKAN postback and “finish” the present SKAN window.
Doing that is useful if a consumer reaches the outlined threshold inside the measurement window and also you need the postback to fireplace as quickly as attainable, fairly than ready longer to present the consumer extra time to do one thing much more helpful.
Anchorable occasions
The flexibility to extend and/or lower conversion values is a powerful and versatile characteristic launched by SKAN 4.0. Nevertheless, this new performance is also difficult — so we’ve included “Anchor to highest worth” as an choice to facilitate a clean transition from earlier variations of SKAN.
When this setting is enabled, we’ll assure that the very best worth occasion in your mapping {that a} consumer completes would be the occasion despatched to SKAN. That is how SKAN 2 and SKAN 3 work presently, and we are going to uphold that performance in SKAN 4.0 by default to assist our prospects of their transition to SKAN 4.0.
Our major objective in doing that is to permit pre-existing SKAN configurations to proceed with out destabilization whereas additionally incorporating SKAN 4.0’s new options.
Observe: Disabling the “Anchor to highest worth” toggle signifies that the final occasion — as an alternative of the very best worth occasion — accomplished by a consumer in a given postback window would be the one set to SKAN.
SKAN-driven insights
We’ve up to date our dashboard stories to make the most of SKAN 4.0’s elevated knowledge granularity, together with extra particular conversion values and the additional digits in Supply IDs. This improved granularity permits for more practical advertising campaigns and higher evaluation of marketing campaign efficiency.
Coarse conversion values
With coarse conversion values, you possibly can see which customers are extra lively and investing in your product, even when your marketing campaign isn’t but eligible for the total, fine-grained conversion worth.
Now, you possibly can view the mixture counts of occasions and postbacks by coarse-grained values inside the SKAdNetwork Analytics view.
Supply ID
Prior variations of SKAN had two-digit campaigns (known as Marketing campaign IDs), which SKAN 4.0 has since changed with Supply IDs – that includes as much as two further digits (as much as 4 whole).
These added digits will empower advert networks to go extra descriptive info out of your advert campaigns, powering analytics filters and breakdowns comparable to geo, placement, and inventive.
Coming quickly: Retention cohorts powered by new postbacks
With SKAN 4.0, the variety of postbacks per consumer has elevated from one to a few, with delayed home windows. We’re laborious at work iterating on these extra postback views! At the moment, we’re constructing an up to date analytics expertise that may can help you simply see how your customers re-engage after set up.
Powered by the extra postbacks accessible in SKAN 4.0, Department prospects will have the ability to higher perceive consumer re-engagement post-app set up on this dynamic view.
Advert serving & community integrations
One other precedence for Department is to replace our integrations with advert networks to help the brand new SKAN 4.0 knowledge that may now be handed by to Department. Every advert community will now must replace their SKAN help, which sadly received’t occur . This step is probably the most ambiguous, and there’s little steerage but from most networks on timelines.
For some networks, Department pulls aggregated SKAN knowledge from an API. If and when these advert networks increase their APIs, Department will retrieve all accessible knowledge. For different networks that ahead particular person SKAN postbacks to Department, we’ll be updating our integrations to help extra knowledge that may very well be despatched to Department based mostly on Supply ID digits.
This course of will take a while, so we’re proactively working to activate advertisers on SKAN 4.0 and speed up learnings. Department has begun working carefully on our end-to-end SKAN integration with Snap, along with making a SKAN 4.0 badge certification course of for advert networks.
What occurs subsequent?
A whole trade rollout of SKAN 4.0 help goes to take a while. Many updates and extra help are nonetheless required from a number of angles for the cellular ecosystem to totally align with SKAN 4.0 modifications.
Don’t fear; Department will information you alongside the best way. We’re progressing shortly on offering additional SKAN 4.0 help. Future plans embody serving to you deal with your SKAN conversion worth mapping mechanically, along with serving to you perceive how your upper-funnel occasions are valued (based mostly in your staff’s self-defined north star KPI).
That is simply the beginning of the updates we’re investing in SKAN 4.0. We’re wanting ahead to working with prospects and companions to take advantage of SKAN 4.0’s new capabilities. We’re additionally laborious at work creating next-generation options that maintain consumer privateness entrance and heart. Keep tuned for extra information in 2023!
What are you able to do now?
Now that Department’s up to date SKAdNetwork 4.0 performance is accessible, we encourage you to:
- Replace your Department SDK when handy over the following few months, so that you simply’re ready when advert networks begin releasing their help for SKAN 4. Truthful warning: it might take just a few months for everybody to catch up in the case of SKAN 4.0. As soon as they do, your Department configuration can be updated, prepared and ready!
Product Advertising Supervisor
Sam joins Department as a Product Advertising Supervisor after 3+ years at Amplitude Analytics. She brings intensive area and trade data from her time beforehand as a Buyer Success Supervisor, Options Engineer, and Expertise Accomplice Supervisor. She makes a speciality of serving to companies attain their income objectives, scale for progress, and constructing the perfect product for his or her customers.
Dec 02, 2022
