Find everything you need to know about Apple’s SKAdNetwork, IDFA opt-in, App Clips, and more. Get your apps ready for the latest update on iOS, while maintaining accurate measurement and attribution.
iOS 14 is Almost Here. Let’s Get You Prepared.
Find everything you need to know about Apple’s SKAdNetwork, IDFA opt-in, App Clips, and more. Get your apps ready for the latest update on iOS, while maintaining accurate measurement and attribution.
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How iOS 14 Impacts Kochava Features & Tools
- Attribution
- DeepLinking
- Fraud Prevention
- Analytics
- Reporting
- Custom Postbacks
- Query
- Retargeting & Dynamic Audience Activation
- Kochava Collective
- Engagement
Attribution
Kochava has long offered configurable probabilistic attribution for devices with Limit Ad Tracking (LAT) enabled. The introduction of Apple’s IDFA opt-in mechanism through the AppTrackingTransparency framework will increase the percentage of instances where you don’t have access to the IDFA of your user’s device.
Be sure to enable the Limit Ad Tracking Fallback within the Default Reconciliation options of Partner Configuration. This feature is available for iOS apps only. See our support documentation for instructions. When the IDFA is not available for a device, this will allow Kochava to attribute iOS conversions to your campaigns through probabilistic methods.
SKAdNetwork Attribution
If you choose to integrate your app with the SKAdNetwork, Kochava’s updated SDK for iOS 14 will handle the two SKAd calls that the advertiser app is responsible for and allow you to configure one of four available conversion models. New dashboard reporting will be made available that box-balances aggregated SKAdNetwork data with your Kochava attribution data. For more information on Kochava support for advertisers using the SKAdNetwork, read this blog.
Deep Linking
Direct deep linking will not be impacted by iOS 14 as the context of the ad engagement is carried through the deep linking process directly into the app that’s already installed on the user’s device.
Deferred deep linking is different. It relies on real-time attribution and returns the context of the ad engagement back to the app when the user first launches the app after install. The absence of the IDFA on a larger subset of users will mean that the attributions informing deferred deep linking will rely more often on probabilistic matching. While this increases the potential that the occasional user may be met with the incorrect deep link experience, attribution accuracy of 98% is still achievable with tightened lookback windows.
Learn about the deep linking benefits available with App Clips. Read the blog.
Fraud Prevention
Fraud prevention functions that leverage the IDFA (i.e. High Click Volume by Device ID, Ad Stacking, etc.) will see reduced volume in fraud reporting and the Fraud Console. iOS attribution fraud will rise, making our click flooding and iOS-based Traffic Verification rules essential for protection of ad spend.
Analytics
iOS 14 changes will not impact device-level visibility within Kochava Analytics. In addition to the IDFV, we generate an internal Kochava device ID used to distinguish unique user devices and related metrics.
NOTE: Tools to ‘Save’ or ‘Export’ an audience from analytics views will only include IDFAs for devices that have agreed to tracking through the AppTrackingTransparency framework.
Reporting
Kochava reporting offers fields to include the IDFV and Kochava device ID. If you do not presently request these fields in addition to the IDFA field, make sure you include them in future report requests and update any recurring/scheduled reports. These additional identifiers provide device-level segmentation based on privacy-safe first-party identifiers in the absence of the IDFA.
Custom Postbacks
If you use custom postbacks to syndicate your Kochava app data to your internal data warehouse or business intelligence systems, ensure you enable a fallback to the IDFV and/or Kochava device ID if the IDFA is unavailable. This will enable device-level segmentation when the IDFA is unavailable.
Query
If you leverage Query, our built-in SQL prompt tool, be sure to update any saved queries to incorporate a fallback to IDFV or Kochava device ID when IDFA is null. IDFA is commonly used as a primary key to join data across tables; however, Kochava device ID and IDFV can be used as well.
Retargeting & Dynamic Audience Activation
Presently, paid retargeting is largely transacted on the IDFA. Dynamic audience activation tools communicate with audience APIs of partners using the IDFA. Kochava is working closely with our partners on new ways to provide addressability and targeting in an IDFA-less context.
Kochava offers tools that can help you maximize your reengagement efforts via owned media. Measure email campaigns, owned social, website banners and other organic campaigns with SmartLinks. Also, ask us about how Engagement, our built-in push technology, can help you drive retention and lifetime value (LTV) through push notification campaigns that don’t rely on the IDFA for precise targeting.
Kochava Collective
iOS device profiles in the Kochava Collective will see an increased rate of null IDFAs which will impact audience activation potential with certain social and programmatic platforms reliant on the IDFA for targeting.
Identity resolution and audience enrichment capabilities will still be available based on other non-iOS identifiers, including hashed email address, primary IP/household identity graph, and more.
Engagement
Our built-in push notification platform does not rely on the IDFA for audience segmentation or push campaign activation. Push tokens from user opt-ins to push notifications are directly linked to the Kochava device ID.
Kochava SDK Update for iOS 14
Drag-and-Drop App Clip Support
SKAdNetwork Automation and Data Persistence
App Tracking Transparency Framework Compliance and Awareness
Apple Silicon Readiness
First Class Swift Package Manager Integration (XCFramework)
Frequently Asked Questions
Find answers to your questions and those being asked by industry peers.
What is the SKAdNetwork and will it replace mobile measurement providers? +
In short, the SKAdNetwork is Apple’s answer to provide deterministic attribution while protecting the privacy of individual users. SKAd has many limitations, and it should not be considered a replacement for IDFA-based or probabilistic device-level attribution provided by mobile measurement partners (MMPs). For example, it is not possible to use SKAd to attribute an individual click to an install at the device level. Another caveat is that SKAd does not send real-time conversion postbacks to ad networks. Read the related blog post from our VP of Engineering & Architecture.
What are the functionality limitations of SKAdNetwork? +
- No view-through attribution or impression visibility
- No row-level install or in-app conversion reporting (aggregated conversions only)
- No device ID or user-level visibility (even for users who do consent to tracking)
- Campaign/creative tracking parameter limited to 100 values
- Lack of real-time postback signals for optimization
- Inability to perform multi-touch attribution with reporting of influencers
- Lack of clarity around attribution configurability
How will Kochava support SKAdNetwork? +
Kochava will support advertiser SKAd calls in our iOS 14 SDK release. We will also provide an advertiser report for SKAd attribution data alongside your Kochava attribution data. Kochava is working with ad network partners across the ecosystem to establish a standard reporting framework that can be used by any MMP and produced by any ad network using SKAdNetwork for deterministic, cohort-based attribution reporting. Learn more about Kochava support for SKAdNetwork.
How does the loss of the IDFA impact my Kochava integration, especially as it relates to IdentityLink™? +
In instances where you lose access to the IDFA, you can still segment user devices in Kochava using the IDFV or the Kochava device ID. IdentityLink is tied to the Kochava device ID, not to the IDFA. As such, you will not lose access to IdentityLink data for devices that opt-out of tracking through the AppTrackingTransparency framework.
NOTE: If you currently use the IDFA as the primary key to join device data to IdentityLink data in your own data warehouse, update to use the Kochava device ID or the IDFV.
How will attribution from self-attributing networks (SANs) be impacted when the IDFA is unavailable? +
Google, Snapchat, Twitter, Facebook, Instagram, Apple Search Ads, and Verizon Ads will continue to operate but will likely have internal changes within Kochava based on their unique requirements. The attribution APIs that mobile measurement partners communicate with to retrieve attribution claims against campaigns on these platforms are to-date largely based on the IDFA. Kochava’s Product Operations team is working closely with all of these partners in preparation for iOS 14. There are indications that some of these partners will incorporate probabilistic methodologies, among other options, into their attribution APIs. More details coming soon.
Should I create App Clips for my iOS apps? +
App Clips allow you to create a smaller, temporary version of your app that can be launched seamlessly from a Universal Link. They function as a lightweight version of your app to perform a specific task, and allow users to eventually download your full app.
Example: A coffee brand could create an App Clip that enables consumers to order a coffee without using their full app. The user can later use the App Clip again or download the full app.
Think about how you can use App Clips to enhance your user acquisition strategy.
App Clips also provide options for deterministic attribution, not only on App Clip activity, but also on full app install.
Will retargeting/reengagement still be possible without the IDFA? +
While reengagement will face limitations in the wake of iOS 14, it is possible. Presently, paid retargeting is largely transacted on the IDFA. Dynamic audience activation tools communicate with audience APIs of partners using the IDFA. Kochava is working closely with our partners on new ways to provide addressability and targeting without the IDFA. Updates coming soon.
Owned media channels will be more important than ever when trying to engage your users. Engaging customers via email, social, SMS, and push are all viable without an IDFA. Further, by implementing Universal Links via Kochava SmartLinks™ you can gain deterministic attribution on paid and owned reengagement. When a Universal Link hosted with Kochava directs a user into the app, the Kochava SDK can send back a Kochava click ID and a Kochava device ID that can deterministically match in-app conversions back to the user’s click.
1.
What is the SKAdNetwork and will it replace mobile measurement providers? +
In short, the SKAdNetwork is Apple’s answer to provide deterministic attribution while protecting the privacy of individual users. SKAd has many limitations, and it should not be considered a replacement for IDFA-based or probabilistic device-level attribution provided by mobile measurement partners (MMPs). For example, it is not possible to use SKAd to attribute an individual click to an install at the device level. Another caveat is that SKAd does not send real-time conversion postbacks to ad networks. Read the related blog post from our VP of Engineering & Architecture.
2.
What are the functionality limitations of SKAdNetwork? +
- No view-through attribution or impression visibility
- No row-level install or in-app conversion reporting (aggregated conversions only)
- No device ID or user-level visibility (even for users who do consent to tracking)
- Campaign/creative tracking parameter limited to 100 values
- Lack of real-time postback signals for optimization
- Inability to perform multi-touch attribution with reporting of influencers
- Lack of clarity around attribution configurability
3.
How will Kochava support SKAdNetwork? +
Kochava will support advertiser SKAd calls in our iOS 14 SDK release. We will also provide an advertiser report for SKAd attribution data alongside your Kochava attribution data. Kochava is working with ad network partners across the ecosystem to establish a standard reporting framework that can be used by any MMP and produced by any ad network using SKAdNetwork for deterministic, cohort-based attribution reporting. Learn more about Kochava support for SKAdNetwork.
4.
How does the loss of the IDFA impact my Kochava integration, especially as it relates to IdentityLink™? +
In instances where you lose access to the IDFA, you can still segment user devices in Kochava using the IDFV or the Kochava device ID. IdentityLink is tied to the Kochava device ID, not to the IDFA. As such, you will not lose access to IdentityLink data for devices that opt-out of tracking through the AppTrackingTransparency framework.
NOTE: If you currently use the IDFA as the primary key to join device data to IdentityLink data in your own data warehouse, update to use the Kochava device ID or the IDFV.
5.
How will attribution from self-attributing networks (SANs) be impacted when the IDFA is unavailable? +
Google, Snapchat, Twitter, Facebook, Instagram, Apple Search Ads, and Verizon Ads will continue to operate but will likely have internal changes within Kochava based on their unique requirements. The attribution APIs that mobile measurement partners communicate with to retrieve attribution claims against campaigns on these platforms are to-date largely based on the IDFA. Kochava’s Product Operations team is working closely with all of these partners in preparation for iOS 14. There are indications that some of these partners will incorporate probabilistic methodologies, among other options, into their attribution APIs. More details coming soon.
6.
Will retargeting/reengagement still be possible without the IDFA? +
While reengagement will face limitations in the wake of iOS 14, it is possible. Presently, paid retargeting is largely transacted on the IDFA. Dynamic audience activation tools communicate with audience APIs of partners using the IDFA. Kochava is working closely with our partners on new ways to provide addressability and targeting without the IDFA. Updates coming soon.
Owned media channels will be more important than ever when trying to engage your users. Engaging customers via email, social, SMS, and push are all viable without an IDFA. Further, by implementing Universal Links via Kochava SmartLinks™ you can gain deterministic attribution on paid and owned reengagement. When a Universal Link hosted with Kochava directs a user into the app, the Kochava SDK can send back a Kochava click ID and a Kochava device ID that can deterministically match in-app conversions back to the user’s click.
7.
Should I create App Clips for my iOS apps? +
App Clips allow you to create a smaller, temporary version of your app that can be launched seamlessly from a Universal Link. They function as a lightweight version of your app to perform a specific task, and allow users to eventually download your full app.
Example: A coffee brand could create an App Clip that enables consumers to order a coffee without using their full app. The user can later use the App Clip again or download the full app.
Think about how you can use App Clips to enhance your user acquisition strategy.
App Clips also provide options for deterministic attribution, not only on App Clip activity but also on full app install.
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