All you need to know about mobile measurement and attribution in 2022
Bogdan Zhyguliovtsev
AppsFlyer, Customer Success Team Lead, CIS&Ukraine
- When:
- 15.07.2022, 13:30–14:00
- Hall:
- Yellow Sea Hall (production)
For over a year now, iOS apps have been required to ask for the user's permission to track their personal IDFA identifier. This small system ATT prompt has had a truly seismic impact on the mobile marketing ecosystem. Let's figure out how to stay a performance marketer in 2022.
What the talk is about
Bogdan Zhyguliovtsev explains how traffic buying and attribution in mobile games and apps have changed since Apple restricted access to the advertising identifier. Based on data from several thousand apps, iOS spending dropped, then the market gradually adapted and budgets are growing again. His main advice: increase the quantity and quality of signals sent to ad networks, show the consent prompt as early as possible (the later it appears, the lower the opt-in rate), build SKAdNetwork conversion schemes around top-of-funnel events, and use ad-monetization optimization and LTV prediction. He also covers SKAdNetwork 4: multiple postbacks, coarse conversion values, longer campaign identifiers and web attribution. Useful for marketers, UA managers and analysts at mobile studios.