MarTech Brief:
Measurement and Campaign Optimization with SKAN

Predictive signals are crucial when granular data on users is unavailable — as with iOS users whose data is restricted under Apple’s ATT.

SKAdNetworkA method created by Apple for measuring mobile app advertising effectiveness. SKAdNetwork is intended to offer a more private, secure way for developers and advertisers… More provides limited attributionThe process of identifying and assigning credit to the various marketing touchpoints that contributed to a conversion or another business outcome, such as a sale… More data, leaving advertisers unable to track individual user behavior or determine which specific ad creative or targeting strategy led to an app install.

This change had a significant impact on app publishers’ measurement efforts. Now, they have to rely on more general information like campaign ID and source app ID to make optimizationBroadly speaking, optimization is a process used to either maximize or minimize an output value by selecting the right input values. In data science, this… More decisions.

Unfortunately, SKAN is complex to work with, changing considerably between versions and limiting optimization capabilities.

Predictive modeling can restore much of the visibility into channel ROI that marketers lost with SKAN’s implementation.

Get our quick guide to measurement and campaign optimization with SKAN to learn: 

• How app marketers using a predictive approach can unlock up to 85% more information
• How a predictive solution enables forecasting ROASReturn on ad spend (ROAS) is a metric used to assess the performance of marketing efforts. It is equal to the amount of revenue generated… More on the campaign level
• How you can use predictions to optimize campaigns — even after just Day 1

Don’t let SKAN leave you in the dark. Instead, get our brief guide to find out how predictive analyticsPredictive analytics uses data, statistics, and machine learning techniques to build mathematical models that can generate predictions about things likely to happen in the future…. More helps marketers extract more information from even the most limited data sets and make more informed optimization decisions.