These changes are the continuum of industry trend which aim to give people more transparency e more control on their data and interactions with advertisers. For brands it is important invest in innovation to ensure consumers a safe experience in terms of privacy and preserve (at the same time) sales performance.
Here it is three strategies that companies can adopt to succeed.
1. Establish a solid measurement foundation through direct relationships
Build stronger relationships with new users of the app and with those already active it should be a cornerstone of yours development strategy that puts privacy first. Proprietary data – or the data that companies collect directly from consumers with their consent – is an important source of visible interactions that can help you understand the customer journey, from clicking on an ad to interacting with the app. This sets the stage for the conversion templates: Google machine learning, starting from visible conversions, applies statistical models to those parts of the app’s traffic with incomplete or absent data.
Directly engaging app users can help you build a relationship of trust with your consumers. Give people simple and intuitive ways of share information about them and show them that you will use that information to ensure a more personalized and useful app experience. Communicate to users the value added that they will get in exchange for their data – a promotional code in exchange for an e-mail address, access to exclusive content, personalized advice or an easier purchase procedure.
Building stronger relationships with new app users and those already active should be a cornerstone of your development strategy that puts privacy first.
To streamline the process, the strengthening of direct relationships and the development of a solid structure can result in a change in the flow of onboarding and bargaining, the start loyalty programs, or even the adoption of new features, such as chat within the app. These changes can take a significant amount of time and effort, but you should consider them as necessary investments, so that your marketing campaigns are always current and increase the value of the customer lifecycle.
At Google we are working on some solutions for measurement and reporting that will take into account upcoming privacy changes, including some privacy features for the Firebase SDK on Google Analytics. To get the best out of this type of solution, you need to make sure you have gods data in input that last over time.
2. Manage campaign performance with the right conversion data
Platforms foradvertising, including those of Google, they are struggling with the same inconveniences that advertisers have: we too are adapting in real time to the continuous changes of the ecosystem. The nuanced and ever-changing nature of the challenges we are facing contributes to change the way where conversions are measured and reported on networks.
For example, the campaign platforms they work on both the web and the app, and present ads with text, images and videos. Marketing using multiple channels and formats can present compatibility and consistency challenges between Apple’s App Campaigns and SKAdNetwork.
The different approaches to custom conversion windows, theweb-app attribution, the measurement of reinstalls and video views make it difficult to directly compare the conversion metrics that can be seen on Google Ads, SKAdNetwork and other ad networks. We recommend that you investigate these differences when evaluating metrics and when making decisions aboutapp marketing.
The nuanced and ever-changing nature of the challenges we are facing is helping to change the way conversions are measured and reported on the networks.
To make conversion reporting as robust as possible, we will include data “modeled” only when we are sure that there has been a conversion and when we have enough information to make a model with certainty. Maintaining a high level data quality and modeling, we avoid providing too many reports, and we ensure that conversions that don’t meet a rigorous standard are not shown and are not used to optimize campaigns.
3. Be prepared for different iOS performance scenarios
We know that you are already very busy figuring out how to be successful in context in which the rules for the privacy are rapidly evolving. This is why we are designing solutions with the aim of absorbing as much technical expertise as possible. We embed the models directly within the conversion report and optimization, and we make sure they are compatible with new inputs and features, such as SKAdNetwork’s aggregate data and measurements, without requiring any further intervention. By doing so, we also maintain the continuity of the performance of app campaigns, as they adapt to future changes.
Integrated metering and reporting should help you save the necessary energy to prepare your advertising strategy for Apple’s ATT policy. The degree of influence Apple updates will have on app marketing largely depends on choosing to use the ATT request and the percentage of users who give ATT consent. The estimates vary mainly depending on how consumers will react to new requests for consent – this will vary depending on the countries you market your app in, the market segment you are in, and how responsive users are to messages explaining why. which they should allow tracking.
As the privacy dialogue continues, app advertisers have the opportunity to invest in long-term solutions that can help them navigate this ever-changing sea.
Having no precedent to take as a point of reference, you should anticipate a range of consensus levels. Predict how much each of these can affect your business and plan different strategies to mitigate them. It is also crucial consider factors how: how fast your customers change e (how often) require new versions of the app? Do you bet heavily on re-engaging existing users to return to using your app? Does your app generate more revenue from advertising or sales?
An app with a loyal, active user base and high ATT opt-in rates may not require major marketing changes. On the other hand, a low-opt-in app that relies on reactivating lost users might needing changes, due to low re-engagement traffic, and the ability to personalize ads by diversifying spend by media.
As the privacy dialogue continues, app advertisers have the opportunity to invest in long-term solutions that can help them navigate this ever-changing sea. Stay up to date on additional metrics, analytics and privacy innovations in the coming months that can help you grow and monetize successfully on the various platforms.
Translation by: Debora Melania Martuccio