SKAN 4's elongated attribution timeframe
resulted in a 37% improvement in CPAs and 220% in
CVRs for apps in TikTok's beta testing
SAN FRANCISCO, Nov. 21, 2023 /PRNewswire/ -- Leading measurement
and analytics company Adjust, in partnership with TikTok, today
released Mastering SKAN 4: The essentials for iOS
success to arm mobile marketers with the knowledge to scale
SKAdNetwork (SKAN) campaigns on iOS. From beta tests of 37 apps
across the US, UK and Japan,
TikTok found that SKAN 4's elongated 35-day attribution window – in
contrast to SKAN 3's 1-3 day window – has led to a higher volume of
recorded conversions, facilitating a more comprehensive and precise
evaluation of campaign effectiveness. When considering all
additional conversion values and their impact on performance
results, TikTok saw an overall improvement of 37% in cost per
acquisition and a remarkable 220% improvement in conversion
rates.
"Mobile app marketers are eager to refine their iOS campaign
measurement and optimization strategies with privacy-centric
attribution, but there's still hesitancy about moving to SKAN 4,"
said Katie Madding, Chief Product
Officer at Adjust. "With the continued industry shift toward
prioritizing user and data privacy, now is the time for a shift in
mindset toward the possibilities of post-ID attribution on iOS. The
data-backed insights detailed in our guide empower growth marketers
to dig into and embrace SKAN 4's functionality."
Adjust's ebook details how to leverage SKAN 4's new features to
maximize campaign visibility and performance on iOS, diving into
use cases for different verticals and business models. It also
reveals how TikTok and Adjust support SKAN 4 functionality and
explores:
- SKAN 4's major features and how they work on a technical
level. These include three attribution windows (and additional
postbacks), fine and coarse conversion values, shift from campaign
ID to source ID, lockWindow, web-to-app attribution, and more
flexibility with decreasing conversion values.
- How to make the switch from SKAN 3 to SKAN 4. Most
importantly, marketers can run SKAN 3 and SKAN 4 simultaneously and
don't need to do anything to actively start receiving SKAN 4
postbacks. Adjust and TikTok detail key steps to build a SKAN 4
strategy to start leveraging its features for more granular
measurement and growth.
- Unlocking SKAN 4's strategic potential. Marketers
can learn how to set up and map conversion values in the most
effective way, as well as optimize campaigns for maximum crowd
anonymity.
The ebook also offers a sneak peek at SKAN 5, including expected
upgrades and additions, as well as a wish list for new features.
For additional insights and to download the full ebook, click
here.
About Adjust
Adjust, an AppLovin (NASDAQ: APP)
company, is trusted by marketers around the world to measure and
grow their apps across platforms, from mobile to CTV and beyond.
Adjust works with companies at every stage of the app marketing
journey, from fast-growing digital brands to brick-and-mortar
companies launching their first apps. Adjust's powerful measurement
and analytics provide visibility, insights and essential tools that
drive better results.
Media Contact
Adjust
Joshua Grandy
pr@adjust.com
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