1. How did SKAN flip the script for measuring iOS gaming campaigns?
“SKAdNetwork (SKAN) has completely changed how mobile app campaigns are measured. With less access to user-level data, everyone’s had to adapt. This is a big deal in gaming, where you need those downstream signals to figure out lifetime value (LTV). That’s why making the most of the Conversion Value schema is so important.”
“At Smadex, we work with advertisers to get the most out of non-zero conversion values. It’s all about gathering the right data to keep campaigns optimized and performance on track, even with SKAN’s limits.”
2. What’s Smadex’s secret weapon for SKAN 4.0?
“Smadex’s Flexible Mapping is built to go beyond campaign-level data, leveraging four-digit Source App IDs for deeper insights. This tool maximizes dimension reporting and allows CPI optimizations by using all available IDs to focus on top-performing ones. This means using all IDs to gather data and focus on top performers for CPI optimizations. Smadex adds dimensions like Creatives and Placements to SKAN reporting for deeper insights.”
Read more about Flexible Mapping HERE.
“In SKAN 4.0, the two extra digits in the Source Identifier unlock more insights without increasing the null rate as long as there are at least 15 conversions per extra digit. Smadex tailors Flexible Mapping to fit each client’s goals.”
3. What other tricks does Smadex have up its sleeve to boost SKAN performance for clients?
“Creatives play a pivotal role in campaign success, and under SKAN, it can be challenging to reach enough volume of installs to gather enough data to optimize. At Smadex, we can tackle this by leveraging Android campaign data to inform iOS optimizations, bridging gaps where SKAN data may fall short.”
“Additionally, Smadex employs advanced algorithms to streamline the optimization process. These algorithms adapt in real-time, using Flexible Mapping dimensions to predict and focus on the most effective combinations, ensuring continuous improvement.”
4. How can mobile apps level up their SKAN strategy?
“Focus on what works. With the limited amount of data points that can be used, it is best to tweak campaigns based on what works best. Smadex’s Flexible Mapping facilitates this process by unlocking insights from specific values before moving on to the next, creating a constant optimization cycle.”
“To accelerate this process, Smadex employs machine learning models trained on Flexible Mapping dimensions. Once a new mapping is implemented, these models adjust their predictions to focus on the best-performing combinations, ensuring campaigns consistently achieve their full potential.”
5. What is the future of SKAN? Or better said AAK?
“Recently, Apple announced a new rebranding strategy for SKAd Network called Ad Attribution Kit. While this may sound like a big change, SKAN’s core functionalities remain intact, with added features such as retargeting measurement capabilities.”
“Although Apple has yet to release the full technical documentation for AAK, the transition is expected to be gradual, given the required updates across various SDKs. As always, Smadex remains committed to staying ahead of industry changes, adopting new solutions swiftly, and updating models to ensure clients are ready for the next evolution in mobile campaign measurement.”
Still puzzled? Dive into Smadex’s SKAN Guide and navigate the full roadmap from SKAN to AdAttributionKit!
