With iOS 14.5 being live for almost 3 weeks, advertisers are trying to figure out how to run UA in the new reality. One thing is absolutely clear – Apple’s new framework for attribution called SKAdNetwork is here to stay. Major ad networks like Snap, Facebook, Applovin, TikTok, Irounsource and many others have already announced the SKAdNetwork integration.
The big question that remains unanswered is if the SKAdNetwork attribution should be treated the same way as legacy attribution in terms of pricing.
Over the last few months, a number of app developers have seen increases in price and fixed one year-contracts to obtain the same benefits – however, Tenjin looks to combat this, believing that all ‘SKAdNetwork Conversion Values’ should become available for everyone.
Tenjin aims to “minimise the impact” of iOS 14.5 and the numerous changes that are being implemented by Apple. It was noted that conversion values will only be available for ad networks that support SKAdNetwork campaigns and that are integrated with Tenjin. Ad networks that are already being tested include Snap, Ironsource, Unity, Applovin, Tapjoy, Vungle and Mintegral.
“From our perspective, at Tenjin, we never believed in the pricing based on attributed installs and the changes in the industry are only backing up our initial beliefs,” said Tenjin CEO and co-founder Chris Farm.
“After the WWDC announcement, that iOS 14 users need to opt-in to get users’ IDFA, it became evident for us that even the term ‘attributed install is going away.”
The attribution modelling roadmap overview has been laid out as below:
Stage 1 – SKAdNetwork Conversion Values becomes available for free
Stage 2 – Cohort ROI and LTVs in Tenjin Dashboard
Stage 3 – Cohort ROI and LTV along with probability per cent for advanced clients with internal BIs
Furthermore, Tenjin provides a set of training to prepare advertisers for iOS 14.5 changes
Follow this link and use a promo code ‘MobileMarketingreads’ to get the Training Pack.
The training pack includes:
- #430 – iOS14 To Do & Conversion Value Training
- #517 – ConversionValue Modelling For Hyper – Casual games
- #518 – Introduction to Tenjin Attribution Modeling
- #519 – Tenjin & Facebook: SKAdNetwork set-up
- #310 – Use A Script To Combine Conversion Values with Aggregated data using Tenjin’s Reporting Metrics API
To find out more, head to Tenjin’s official website for more details on tools and training for app developers. Alternatively, you can reach out firstname.lastname@example.org for preparation help with iOS 14.5.