App Revenue Growth Podcast with Michael Stysin
Ep.8. State of Mobile Attribution 2023. SKAdNetwork 4.0. and Google Privacy Sandbox explained. Niels Beenen, Singular
Jan 16, 2023
25:53
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Quick takeaways
- Achieving accurate attribution data requires a combination of upper funnel marketing data and install/post events data.
- SKAdNetwork evolution complicates data granularity, emphasizing the need for adaptation in a more privacy-conscious environment.
Deep dives
Challenges with Accurate Attribution Data
Achieving accurate attribution data presents challenges, especially with the evolving landscape after the ATET framework. To calculate ROI effectively, a combination of upper funnel marketing data and install/post events data is crucial. On iOS, challenges arise due to limitations, such as linking events back to IDFA for only a fraction of users. The introduction of SKA network further complicates data granularity and attribution accuracy, emphasizing the need for adaptation.
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