Ten steps to take in Q4
iOS 14 is here, but enforcement of the AppTrackingTransparency (ATT) framework is still around the corner. Here are 10 steps you can take right now in Q4 2020 to maximize your iOS growth efforts once ATT enforcement commences in early 2021.
1. Talk with your partners and your team
Host discussions with each of your partners to get their perspective on the ongoing impacts of the iOS 14 changes. Be in the know so you can make the most informed marketing strategy decisions. Communicate your needs with internal product managers and development teams to ensure your priorities around iOS changes are factored into development roadmap efforts and dev sprints.
2. Confer with your legal counsel
While it’s likely we haven’t seen the last updates to Apple’s user privacy and data use policy, there’s plenty of detail to digest already. Understand your current user data collection and data use practices from end-to-end and confer with your legal counsel to establish clear expectations on what needs to change and when. While the AppTrackingTransparency framework has not been enforced yet, it’s coming and being proactive will put you in a better position no matter where the chips finally fall.
3. Choose Your One SDK
While most marketers and developers are accustomed to the presence of multiple SDKs in their apps, now more than ever is a time to consolidate around one SDK that features all the tools you need.
Key benefits of the Kochava SDK
- Omni-channel measurement and attribution
- Turnkey SKAdNetwork support and conversion modeling
- Advanced fraud prevention
- Built-in consent management (for CCPA, GDPR, and beyond)
- Advanced deep linking solutions
- Bundled push notification technology (precisely target users for reengagement without an IDFA)
- Seamless audience enrichment opportunities with the Kochava Collective
The SKAdNetwork factor
Specifically related to the SKAdNetwork, it is of vital importance that ONLY one provider sets the conversion values for your app. If you integrate multiple SDKs to handle this functionality, your SKAdNetwork campaign reporting and optimizations will not work properly. Per our prior blog post on SKAdNetwork support for advertisers, this should be handled by Kochava (or your MMP). Learn how Kochava wraps advertiser SKAdNetwork calls within our SDK and provides four turnkey conversion models to maximize insights on down-funnel performance post-install.
Do you use a server-to-server integration?Kochava provides robust server-to-server integration options for enterprise brands that maintain the infrastructure necessary to capture and syndicate their own app data to Kochava. Nonetheless, industry shifts necessitate SDK adoption. Vitally important features that are only supported via SDK include:
- Built-in consent management
- Enhanced deferred deep linking
- Universal Link attribution
- Turnkey SKAdNetwork conversion model support
4. Implement a Consent Management Platform
Apple’s ATT framework does not fulfill your compliance requirements for the California Consumer Privacy Act (CCPA) or the General Data Protection Regulation (GDPR) in the EU. The Kochava SDK combines handling of the ATT framework with our Intelligent Consent ManagerTM solutions to provide holistic user privacy support.
5. Boost iOS Ad Spend
Increase your iOS ad spend in Q4 to capitalize on the extended window for IDFA availability. Additionally, run campaigns on Limit Ad Tracking (LAT) inventory to get a sense of performance variance between IDFA vs. non-IDFA traffic. This can act as a proxy for what you might expect once ATT enforcement commences.
6. Pilot the SKAdNetwork
Implement SKAdNetwork support through Kochava and let us handle the heavy lifting on your behalf. Run several pilot campaigns and test the different conversion models offered by Kochava to find the one that best fits your needs. Compare deterministic, aggregated SKAdNetwork reporting with the real-time deterministic attribution still available with Kochava pre-ATT enforcement. This will help you establish a baseline for what you should expect between your real-time Kochava attribution vs. SKAdNetwork attribution.
Remember that SKAdNetwork only addresses in-app inventory. Formulate your plans on how you will factor in SKAdNetwork efforts with the rest of your media mix across mobile web inventory, owned media channels, and beyond.
7. Optimize your probabilistic attribution
Re-configure your iOS attribution settings to maximize the accuracy of probabilistic attribution in the scenarios where it will be available. Leveraging Kochava configurable attribution, your lookback windows can be scaled to 60X the granularity by comparison to what the closest competitor MMP offers. For more insights on how changes to the IDFA will impact attribution, watch this in-depth video from Grant Simmons, our VP of Client Analytics.
8. Create your App Clips
Create your App Clip experience as a lower barrier to entry for user acquisition. Make sure you add support for the key Kochava features outlined in this blog post to fully benefit from deterministic attribution and deferred deep linking available when using Kochava and App Clips together. While App Clips will require additional development effort, they provide a wealth of benefits. See related support documentation for App Clip setup.
9. Maximize your cross-promo efforts & direct deal opportunities with private marketplaces
Do you have a large portfolio of apps? If so, make plans to maximize user acquisition through cross-promotional efforts. Talk to us about how you can leverage the identifier for vendor (IDFV) to power deterministic attribution on your cross-promo campaigns. Also see how Kochava for Publishers can help you maximize monetization on your first-party audience and streamline your support for SKAdNetwork for ad monetization on iOS post-ATT enforcement.
10. Onboard identity data ingredients
Learn everything you can about your customers now. The Kochava Collective can help you enrich your first-party audience data with the over 8B unique device profiles available. Match your existing user IDFA file to hashed email addresses, primary IP addresses, and web cookies for addressability and activation opportunities across other platforms and channels beyond iOS in 2021. Better leverage contextual targeting, and even direct deal opportunities, by understanding the interests and affinities of your current best customers.
For the latest iOS 14 updates and content, visit Kochava.com/iOS14-idfa/