AdAttribution Kit. Is SKAN 4.0 getting a much needed update?

SKAN 5.0 is here. Or Is it?

Still early days, but here’s what I know about Apple’s new AdAttribution Kit in simple terms.

1️⃣ At its core, it’s an evolution of Apple’s privacy-centric framework SKAN (Store Kit Ad Network) - we’re not quite calling it SKAN 5.0, yet. 

2️⃣ It will support app marketers in the re-engagement/retention funnel stages. Got users who have stopped using your app within a 30-day window? You can re-engage these users with a targetted ad to get them back! Finally, the retention funnel getting some love.

3️⃣ Apparently…it will be able to support ‘cross-platform’ visibility, think being able to track postback events from other app marketplaces (maybe Google Play?). This is huge and hits the note of my prediction that omnichannel/cross-platform WILL be the new form of marketing.

4️⃣ Apps do not need to use App Tracking Transparency before calling Ad Attribution APIs and can call these APIs regardless of their tracking authorisation status. Not sure how this exactly works, does that mean ATT will become obsolete since Apple will automatically anonymise user data at the point of install anyway? Time will tell.

5️⃣ At the end of the day, Apple is evolving SKAN to help marketers better understand their data and acquisition channels. Apple did us dirty back in 2021, so are they trying to win us back? Yes. The main callout is that it will be a ‘better’ version of SKAN… so I’ll take it!

Other points worth mentioning for my Mobile App Marketers out there:

- As you can’t have visibility or analyse data from individual users, it’s more important than ever to meet your ad network privacy thresholds, for Meta, I believe it's around 80 App-installs/day - for other platforms, you’ll have to research. Yes, your spending will go up, but your quality of data will be higher (remember, the algorithms LIVE and BREATHE data). The more, the merrier.

- There are 5 main parameters that are subject to privacy: Source ID (formerly campaign ID), Source app ID (app traffic only), Conversion Value/Coarse-grained (low, medium, high), Source domain (web only - Safari exclusive for now!), Conversion Value/Fine-grained (up to 64-values, but has higher privacy thresholds)

- When is AdAttribution Kit live? It already is for some iOS 17.4 users, but is expected to have a full release with iOS 18 (Sep/Oct 2024). 

You can learn more about AdAttribution Kit HERE (Source: Apple)

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#SKAN #ApplePrivacy #AdAttributionKit