![]() Coarse-grained conversion values are the new addition that can result in one of the three possibilities: low, medium, or high, according to the type of event completed by the user. They are the 6-bit value with up to 64 variables that can be set up to collect user behavior signals. On the other hand, in SKAN 4.0, a conversion value is represented as either a number or a word, depending on whether it is fine-grained or coarse-grained.įine-grained conversion values are the same conversion values we know from SKAN 3.0. In SKAN 3.0, a conversion value is a number between 0 and 63. Postbacks include an array of data including conversion values, which offer marketers a certain degree of visibility into their marketing performance. ![]() The mechanism of conversion values is an essential part of the SKAN framework. Say hello to a whole new type of conversion value Hence, as expected, Postback 3 will measure days 8 to 35. Even though the second conversion window is shortened by two days, the third conversion window would not begin any earlier than the default. You should also remember that changes made to one conversion window do not affect another. He or she should, therefore, first identify the data they want and decide whether it is the right move to customize the conversion windows. This reduces the waiting time for the second postback, but at the same time, the marketer will lose the chance to measure or understand user behavior between days 6 and 7. Think of a case where the conversion value is locked on day 5 post-install, during the second conversion window. You can choose to lock in any or all conversion windows. The postback is then sent after a random delay: 24 to 48 hours for Postback 1 and 24-144 hours for Postbacks 2 and 3. Although the conversion window is yet to end, the system would immediately prepare the postback to contain information based on activity up until a specific time. The lockWindow function, as the name suggests, enables you to finalize a conversion value by locking it in, allowing you to receive postbacks sooner. Luckily, there is a way to work around this situation: the lockWindow function. The wait would be even longer – over a month – for the third conversion window. However, by default, the system will require you to wait at least three additional days until the end of the second conversion window. For instance, you may wish to receive the second postback four days post-install. You might be thinking that it still takes way too long for Postbacks 2 and 3 to be sent. No more waiting Take advantage of flexibility Simultaneously, another measurement begins at hour 48 and the process continues. In other words, Postback 1 contains data collected during the first 48 hours post-install and arrives sometime between hour 72 and hour 96. ![]() As soon as the conversion window ends, the system prepares the postback and sends it after a random delay of 24 to 48 hours. Let’s take a deeper dive into what happens after an app install, starting at hour 0.įrom hour 0 to hour 48, the user activity is measured for the first time. The first conversion window spans 48 hours over days 0 to 2, the second for 120 hours over days 3 to 7, and the third for 672 hours over days 8 to 35. This means that with SKAN 4.0, marketers have potentially three chances to receive information on installs, in-app events, and campaign details.Įach of the three postbacks contains different data because they are designed to measure different periods of time post-install. These are spread out over time, across three different conversion windows. While SKAN 3.0 had only one postback, SKAN 4.0 offers up to three postbacks for the winning ad attribution depending on the number of installs per campaign. When a user installs an app or performs an in-app event due to a specific campaign, notifications are sent to an ad network in the form of postbacks. Not one, not two, but three postbacks for more insights ![]() To help you to get started, here are three updates you should know about SKAN 4.0. Not yet supported by major ad networks, SKAN 4.0 will definitely see increased adoption in the near future. SKAN 4.0 protects privacy like SKAN 3.0 but provides marketers with more information and wider options. Apple rolled out the latest version of its mobile attribution solution in October 2022. One thing after another, the SKAN 4.0 transition is adding to the complexity. However, by putting a limit on the amount and granularity of the data shared, it poses several challenges to marketers as well. SKAN is a much-needed response to growing concerns around privacy, as it does not reveal any personal information about the user. Also known as SKAN, this privacy-centric framework allows you to measure the success of your campaigns without relying on device-level identifiers. If there is one thing that all marketers should know about iOS 14+ advertising, it is Apple’s SKAdNetwork.
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