Department is thrilled to share our newest launch: Unified Analytics!
With the existence of a number of variations of SKAN comes the problem of understanding the attribution information it generates alongside each different attribution supply. Enter Unified Analytics from Department: now, it’s simpler than ever earlier than to see your information multi functional place with out having to cobble collectively data from a number of sources.
And also you don’t have to fret about deduplicating your information, both — we’ll maintain that for you.
TL;DR:
With Unified Analytics, now you can:
- Analyze SKAN and non-SKAN cross-platform attribution information inside a single unified analytics view.
- Precisely calculate metrics (comparable to eCPI, eCPA, ROI, ROAS, and so on.) based mostly on a corrected, deduplicated conversion depend!
- Break up your complete deduplicated conversion counts into SKAN and non-SKAN by way of an easy-to-control toggle
- View the deduplicated information on installs and occasions on this report by default.
- Perceive your true natural baseline.
As well as, the Department platform has been up to date to assist your transition to SKAN 4.0.
This assist consists of updates to the Department SDKs and SKAN Analytics view, alongside SKAN configuration instruments. Test it out right here!
Let’s talk about the particular issues advertising and marketing groups are fighting in the present day that SKAN Unified View uniquely solves for.
Why do you want Unified Analytics?
For just a few causes — however primarily as a result of SKAN reporting modifications the paradigm of how most entrepreneurs at present take a look at their information. That is what iOS attribution information appears like now:
Understanding iOS attribution information has change into advanced, and deduplicating this information manually is difficult.
To make knowledgeable choices about how they allocate their spend, entrepreneurs that leverage this information require a single supply of reality that precisely attributes occasions and income.
Attribution Pre-iOS 14:
MMPs attributed all iOS customers again to paid campaigns utilizing device-level attribution methodologies.
After all, for customers who opted in, deterministic attribution leveraging the IDFA was potential. However for customers who opted out, MMPs may gracefully fall again to probabilistic attribution. Any complexity in attribution was dealt with behind the scenes, however for entrepreneurs, the efficiency information was seamlessly out there in a single single dashboard which included clear calculated metrics like eCPI, eCPA, ROAS and so on.
Attribution iOS 14 onward:
With the introduction of ATT (App Monitoring Transparency Framework) and SKAd Community (Apple’s mixture degree attribution methodology) in iOS 14, Department and different MMPs began attributing iOS customers again to paid campaigns utilizing information from a number of information streams and disparate attribution methodologies.
Complexities (i.e. opted-in customers vs opted-out customers, device-level attribution vs. aggregate-level attribution by way of SKAd Community and so on.) had been launched in the best way entrepreneurs appeared on the efficiency of paid advertisements.
For entrepreneurs, this meant that information for a similar paid marketing campaign was now out there in two completely different stories/dashboards with completely different ranges of granularity. Additional, the absence of IDFA meant that it was troublesome to tie the information collectively with out together with duplicate information.
So why can’t entrepreneurs merely add up numbers from the 2 stories?
These modifications made it troublesome for entrepreneurs to have a holistic view of marketing campaign efficiency. Referring to a number of dashboards turned a problem, deduplication throughout attribution methodologies turned more durable, and misinterpretation of marketing campaign outcomes turned more and more probably!
Getting correct reporting on marketing campaign metrics (like eCPI, eCPA, ROAS) and having a transparent image of the natural baseline — issues that had been taken with no consideration in a pre-ATT world — had been now an uphill process for efficiency entrepreneurs.
Because of this, the challenges entrepreneurs have needed to face up till in the present day had been plentiful:
- Entrepreneurs wanted to collate information from a number of dashboards. Because of this, they both report faulty efficiency numbers (by merely including up conversion counts throughout stories) or battle to use customized deduplication logic on their finish. Entrepreneurs additionally should manually appropriate when customers are attributed as natural as an alternative of non-organic media and that information most of the time lives on a separate dashboard.
- Parallel attribution via SKAN for opted-in customers led to duplicate conversions. In different phrases, due to opt-in, there’s no dependable solution to know if a person attributed in SKAN is displaying up twice — a less-than-ideal state of affairs to be in.
- There was no straightforward solution to view Android, iOS, and net information side-by-side, making it troublesome to have a holistic view of marketing campaign efficiency. There was additionally no correct solution to view key metrics (comparable to eCPI, eCPA, and so on.) in a single place, making it extraordinarily troublesome to optimize based mostly on partial or incomplete information.
Lengthy story quick: with no central, unified supply of reality, entrepreneurs will battle with the very excessive potential for handbook errors and misrepresentation of marketing campaign outcomes.
What issues does Unified Analytics handle — and the way?
With this highly effective instrument, you’ll be able to measure marketing campaign information from all attribution strategies (together with SKAN) merged in a single view.
The Unified Analytics dashboard presents correct efficiency information, as overlapping units of customers attributed by way of each SKAN and conventional MMP methodologies are deduplicated.
This implies now you can precisely calculate metrics (comparable to eCPI, eCPA, ROI, ROAS, and so on.) based mostly on a corrected, deduplicated conversion depend!
Not do you want to collate information from a number of dashboards, nor battle to use customized deduplication logic in your finish. You’ll additionally now be capable to analyze SKAN and non-SKAN cross-platform attribution information inside a single unified analytics view.
Moreover, now you can cut up your complete deduplicated conversion counts into SKAN and non-SKAN by way of an easy-to-control toggle.
This ensures that natural counts inside Unified Analytics are corrected/scaled down appropriately and helps you perceive your true natural baseline.
Because of this, you’ll be capable to view the deduplicated information on installs and occasions on this report by default.
Department has additionally constructed the required elements to assist 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 alerts out of your iOS customers.
When ought to I exploit Unified Analytics?
Department’s Unified Analytics is now out there throughout the Adverts subsection of the Department Dashboard to all Adverts Attribution clients and helps all kinds of use circumstances together with (however not restricted to):
- Advertising and marketing spend allocation: By having holistic and correct efficiency reporting for iOS customers, you can also make faster data-driven choices on which channels to double down on, and higher allocate budgets over time.
- Marketing campaign reporting & optimization: Now you can report on marketing campaign efficiency and optimize campaigns on a day-to-day foundation extra successfully.
- Deduplication standardization: Makes it pointless so that you can apply any customized deduplication logic in your finish — and minimizes errors of double counting or over-reporting.
Inside alignment throughout stakeholders: Marketing campaign efficiency numbers that your total advertising and marketing group can agree on.
What’s subsequent?
Now it’s simpler than ever earlier than to see your whole attribution information in a single place. That being mentioned — whereas Unified Analytics helps all variations of SKAN, the cellular ecosystem nonetheless has some catching as much as do to totally assist SKAN 4.0.
In navigating the paradox, Department may help you preserve enterprise continuity. That means, you’ll be able to proceed working your SKAN campaigns and conversion reporting as you often would.
Whereas SKAN is continuous to vary and develop as we converse, you’ll be able to keep up-to-date on modifications by testing our newest weblog posts:
