Today, Singular announced its latest update to its iOS marketing measurement platform. SKAN Advanced Analytics, which includes SKAN Cohorts, returns visibility of critical KPIs that marketers currently lack due to SKAdNetwork limitations.
The new update will help marketers accurately measure mobile app install ad campaigns. Essentially, Singular says SKAN Advanced Analytics will basically return the marketing landscape to the pre iOS 14.5 days with much more improved reporting accuracy and visibility into cohorted metrics. Those metrics and that accuracy have been lacking for a year as a result of Apple’s privacy innovations. Thanks to this latest development, marketers can once again take advantage of accurate mobile marketing measurement and confidently rescale their iOS ad spend while still marketing in a completely privacy-safe way. Apple’s App Tracking Transparency has had a major impact on marketers’ ability to track ad spend and measure results, and that’s caused significant challenges to the ecosystem.
“In fact, mobile user acquisition spend is down 25% and marketers’ return on advertising investment is down 38% since Apple launched iOS 14.5,” Singular says. Even though SKAN increased privacy, it led to a lot of other challenges including missing data due to privacy thresholds, limited conversion value reporting, randomized timing of attribution, and lack of cohort metrics, all of which mobile marketers depend upon.
Consequently, as things stand, mobile apps publishers cannot accurately calculate LTV (life-time value of new users) and ROAS (return on ad spend). Since they can’t estimate the value of their new users or get accurate ROI calculations for their app install marketing campaigns, it has become challenging to optimize mobile advertising campaigns and confidently invest in marketing.
Now, however, Singular’s SKAN Advanced Analytics is filling the gaps caused by Apple’s update.
Key solutions in Singular’s SKAN Advanced Analytics include:
– SKAN Modeled Metrics: Using available data and historical trends, Singular models events and conversion values that Apple censors for privacy protection.
– SKAN Smart Conversion Management: Singular provides 7 different conversion models to maximize data marketers get from the 6 bits of conversion data SKAN returns.
– SKAN Instant Campaign Optimization: Singular provides near real-time predictive D7 LTV calculations that enable instant campaign optimization for ad partners.
– SKAN Cohorts: Singular provides estimated cohorts that give marketers visibility into critical measures like revenue and ROAS for campaigns.
The results in real-world tests have been nothing short of astounding, reaching 87% D7 revenue accuracy on average for beta clients.
“Collecting and analyzing data from SKAdNetwork can quickly become a time-consuming pain. Singular’s SKAdNetwork suite has helped us improve significantly,” says Marcus Dale, CTO of Qiiwi Games. “We’ve been able to optimize data collection and BI models to match our needs and to accurately predict future revenues.”
Singular’s SKAN Advanced Analytics is built on the first-ever and still industry-leading iOS user acquisition attribution solution that includes SKAN Advanced Reporting, enriching conversion data with aggregated cost and click data from ad networks. Along with powerful out-of-the box features and easy set-up, Singular’s SKAN solution enables superior analytics and insight that winning mobile marketers need.
“We’re 100% committed to user privacy, and we’re also 100% committed to giving marketers the data and tools that help them drive massive growth,” says Singular CEO Gadi Eliashiv. “We’ve always believed those twin objectives are not in conflict, and now with our advanced AI and data science, we’ve delivered a solution that proves it.”
About the company
Singular’s next-gen attribution and analytics powers marketers to grow faster by uncovering accurate, granular, and timely performance insights. World class teams from brands like WB Games, Twitter, Lyft, Rovio, Airbnb, Activision, Homa Games, EA, LinkedIn and more use Singular to make smarter user acquisition decisions and analyze the impact of every ad dollar with full-funnel marketing analytics, best-in-class ad fraud prevention, and automatic loading directly into one’s BI tools.
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Website: https://www.singular.net/skadnetwork