After the release of iOS 16.1 in October, Apple promised that if all parties supported SKAd Network 4.0, they would receive 4.0 postbacks with extra features that can help SKAN optimization. Despite the industry's eagerness to use SKAd Network, the adoption rate has been slow with the introduction of each new version. When it came time to start testing the new version at scale, it was decided to start testing sometime in Q2 during a recent webinar.
Q2 has started as expected, and the adoption rate is rising. Currently, version 4.0 is responsible for 20% of all iOS traffic, and that percentage is increasing daily. Targetoo was able to test their current SKAN 4.0 strategies on a bigger scale as a result, obtaining both fine- and coarse-grained conversion values and gaining an important understanding of the new privacy threshold tiers. Advertisers will profit from the new coarse-grained conversion value and additional source ID digits, which provide more granular data right away, with a few installs per day. This is a significant step towards using the data from SKAN 4.0 postbacks to optimize SKAN campaigns.
Let's briefly review
When iOS 14.5 was released in the middle of 2021, Apple shocked the market by introducing ATT and SKAd Network, a privacy-focused attribution system with a number of drawbacks compared to MMP attribution. Apple has released several new versions of SKAN over the past two years, with version 4.0 being the most recent and complete. However, SKAN presented many difficulties that made it challenging to measure real-time data and user-level signals in detail.
The three main improvements in SKAd Network 4.0 are supported for web-to-app, LTV measurement, and increased reporting granularity. You can read the post after this one to find out more information about these new features.
Why should you begin testing with SKAN right away?
The new version of SKAd Network adds complexity to an already complex system. Despite the fact that Probabilistic Matching is still in use, the industry has centered its attention on it, so it would be wise to pay more attention to SKAN.
It is difficult to master SKAN because there are many barriers to efficient optimization. Nevertheless, Targetoo has efficiently carried out SKAN campaigns for major international brands. Because of our experience and insights, we have created Flexible Mapping, a product that is ideal for SKAN 3.0 to SKAN 4.0 migration.
Targetoo is already in the process of switching to SKAN 4.0 and is receiving traffic from some partners. In order to achieve this, we must become familiar with the new thresholds and create a variety of optimization schemes for the second and third postback windows. Please get in touch with us if you're interested in learning more about what Targetoo can accomplish with SKAN.
If you want to know more about SKAd 4.0 and Targetoo’s Flexible Mapping solution, please contact us.