Fingerprinting is dead. What’s your next move?

I’ve seen some folks contend that even though Apple’s latest language is more clear than ever, the phrase “uniquely identifying” means that fingerprinting must be 100% accurate to result in a ban.

Such an interpretation is only possible if you ignore the preceding words “for the purpose of”. Fingerprinting is always probabilistic, but its purpose in attribution is to match a single converting device (e.g., install) to a single ad-engaged device (e.g., click). Failing to uniquely identify a device does not change the purpose of fingerprinting. It is simply an indication that the fingerprinting tech needs improvement.

Also, it’s important to remember Apple’s motivations in all this. It does not benefit them to allow a form of tracking that is not controllable by or transparent to them or their users. Fingerprinting has always been the most anti-privacy tracking method available on both mobile and desktop. Apple didn’t spend all those resources on SKAdNetwork just to allow everyone to attribute and track outside of the ecosystem they control.

No matter how specific Apple’s language gets, there will always be someone interpreting it in just the right way to support their hopes, right up until they are banned from the app store.

Submit a meeting request below to get any questions answered or to hear about our FREE beta program for our incremental measurement solution that doesn’t need IDFA or GAID and can still provide you, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

Best,

Brian
CEO of MetricWorks

 

Work as if the date [for iOS14] is tomorrow.

This was one of the key take-aways from an informative webinar hosted today by Tinuiti, with guests from Liftoff and AppsFlyer.  As Liz Emery, Snr. Director of Mobile Strategy at Tinuiti put it, “We work as if the date [for iOS14] is tomorrow”.  The urgency cannot be stressed any more than this. If you don’t yet have a plan for post-IDFA measurement, then start immediately.  Stop looking for loopholes.  If you’ve not heeded the earlier warnings during 2020 from leading analysts such as John Koetsier when he said, “The IDFA is going the way of the Dodo bird.” then do it now before it is too late.  If you are not yet aware of the severe limitations of SKAdNetwork then contact us below to schedule a conversation.

Credit: Tinuiti Webinars: How IDFA Changes Will Impact All Marketers

Devices will be going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate areas that will be impacted include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, the lights will go out! 

As Alex Dohrmann (Snr. Sales Engineer, Liftoff) reminded us, “Now is the time to get your data in place.”. MetricWorks can help you do that to keep the lights on with the ONLY future-proof measurement solution that is rich, accurate, granular and incremental. We’ll even let you test drive it for FREE

Here are a few things you should start doing today and how MetricWorks can help:

  1. If you haven’t yet, test SKAdNetwork now.
  2. Test drive our incremental measurement solution for FREE while you still have precious time before IDFA deprecation.
  3. Compare your results from parallel testing our incremental measurement solution AND SKAdNetwork to develop your post-IDFA measurement strategy.
  4. Then, look to the future and ask yourself: Do you really want to start building your long term measurement strategy after the lights have already gone out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so that you are thriving while your competition is floundering. We can definitely help you do that.

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Is SKAdNetwork Your Whole Post-IDFA Plan? Then Think Again.

If your plan for post-IDFA measurement is built solely on getting the most out of SKAdNetwork, then you are unfortunately going to be in serious trouble.  One of the leading mobile analysts, Peggy Anne Salz described our CEO, Brian Krebs as being “on a mission to measure”.  That is certainly true. In a recent Retention Masterclass interview (see below) Brian talks about devices going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate impacts include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, your lights will go out!

Retention Masterclass By John Koetsier & Peggy Salz

What may seem to many to be a grim view of what is to come, is actually the motivation for creating MetricWorks’ top-down incrementality measurement solution.  Our solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your preparation plan address these gaps?  There is a lot at stake, time is running out and your competition is breathing down your neck.  Why not make sure your plan is foolproof?  Contact us today to close the gaps in your preparation plan. We’re so confident in our solution that we’ll let you test drive it for FREE.  You can watch the full Retention Masterclass interview with Peggy Anne Salz and John Koetsier below (courtesy of the Retention Masterclass).

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

The Shift From Single Truth To Several Signals Post-IDFA

With the deprecation of IDFA, there will be a shift from a single truth to several signals. We explore this topic in our Conversations With UA Leaders series with Anthony Cross, former VP of UA, Data Science and Product Management at Big Fish Games.  Thank you again Anthony for sharing your keen observations and analysis with us.  Today, we still live comfortably in a world with a single truth, namely, last touch (deterministic, IDFA-matching-based attribution). However, post-IDFA, we will see several signals including SKAdNetwork.  Should you implement SKAdNetwork?  Will there be other signals layered on top of that?  Watch the video below for Anthony’s suggestions and let us know your thoughts:

Our measurement solution is built for operating in the uncertain post-IDFA era that you will face.  Here are the key benefits for marketers:

  1. Free – We invite you to test drive our accurate, cutting edge algorithms with your data for free. The observed mean accuracy of our algorithms is 97%.
  2. Future-proof – It is privacy-centric due to its reliance only on daily aggregated data. No device-level data is required. Our necessary data inputs will never be restricted.
  3. Comprehensive – Our solution measures all marketing including traditionally non-attributable spend like influencer and TV.  It also unveils interactions between multiple media sources.
  4. Incremental – This is the cherry on top since our solution is focused on incrementality in terms of uplift over other marketing activity and organic demand. It avoids the problems inherent in last touch attribution that gravely misalign measurement and true value.

What should you do today to prepare for IDFA deprecation:

  1. Test SKAdNetwork early.
  2. Register for a test drive to test our incremental measurement solution for free while you still have precious time prior to IDFA deprecation.
  3. Compare your results from parallel testing multiple measurement solutions and develop your strategy for utilizing those multiple signals.
  4. Do you want to start building your long term measurement strategy after the lights are already out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so you are thriving while your competition is floundering. We can help you do that.

We look forward to your questions and to making the future of your measurement brighter!

After The Apocalypse: Mobile Measurement After IDFA (And GAID?) With Brian Krebs (By John Koetsier & Peggy Anne Salz)

Thanks to Peggy Anne Salz and John Koetsier for hosting our CEO, Brian Krebs on their Retention Masterclass show last week. As always, it was a fantastic episode by the pioneering duo who have certainly established a high bar for live streaming over LinkedIn. This episode (recording below) focused on IDFA deprecation and the impact on mobile measurement or as John put it, “The IDFA is going the way of the Dodo bird.”  and as Peggy reminds us, “Marketing measurement is fundamentally changing.”.  What does this mean for marketing optimization, cohorts, LTV calculation and the metrics that marketers have been using for many years? Does that mean the end of mobile marketing measurement?

Retention Masterclass By John Koetsier & Peggy Salz

Not according to Brian Krebs, CEO of MetricWorks who has spent more than a decade building mobile marketing and measurement solutions.  He is as Peggy says, “on a mission to measure”.  Brian talks about devices going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate impacts that Brian lists include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, the lights will go out!  However, Brian also bears good news – MetricWorks can help you keep the lights on with the ONLY future-proof measurement solution that is rich, accurate, granular and incremental. We’re so confident in our solution that we’ll let you test drive it for FREE.  You can watch the full video below (courtesy of the Retention Masterclass).

For the pragmatists out there who have watched the video, here are a few things you should do and how MetricWorks can help:

  1. If you haven’t yet, test SKAdNetwork now.
  2. Test drive our incremental measurement solution for FREE while you still have precious time before IDFA deprecation.
  3. Compare your results from parallel testing our incremental measurement solution AND SKAdNetwork to develop your post-IDFA measurement strategy.
  4. Then, look to the future and ask yourself: Do you really want to start building your long term measurement strategy after the lights have already gone out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so that you are thriving while your competition is floundering. We can definitely help you do that.

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

How To Keep The Lights On Post-IDFA

When the lights go out with the deprecation of IDFA, you will lose marketing visibility that is critical for your decision-making.  The good news is that you don’t have to fumble in the dark with a feeble 12.57 lumen candle (aka SKAdNetwork).  Instead, your visibility can be vastly improved with a 100,000 lumen flashlight (top-down incremental measurement) to give you both the marketing clarity and accuracy you need for sustained growth.

SKAdNetwork

Which Would You Choose

When The Lights Go Out?

Top-Down Incremental Measurement By MetricWorks

Of course, you would choose the powerful 100,000 lumen flashlight on the right. SKAdNetwork is set to leave marketers with only 100 campaign IDs of granularity and no way to cohort KPIs by install date. Most importantly, the critical post-install performance KPIs that form the foundation of mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations. That candle just doesn’t make much of a dent in the pitch black.

That said, we can make the decision even easier for you.  While you still have precious time before the lights go out with IDFA deprecation, you can test our flashlight for free.  We encourage everyone to test SKAdNetwork early so they are acquainted with its glaring limitations and have plenty of time to understand the impact to their growth strategy. We can help answer questions on best practices. However, there is an opportunity to obtain a significant lead on your competition by testing our top-down incremental measurement in parallel.  Here are more reasons why our top-down incremental measurement solution is the best remedy for the oncoming dark.

Our solution has been derived from months of anticipation, research, planning, design and testing. Let’s take a peek at the biggest benefits to marketers:

  1. Free – We invite you to test our accurate, cutting edge algorithms with your data for free. The observed mean accuracy of our algorithms is 97%.
  2. Future-proof – It is privacy-centric due to its reliance only on daily aggregated data. No device-level data is required. Our necessary data inputs will never be restricted.
  3. Comprehensive – Our solution measures all marketing including traditionally non-attributable spend like influencer and TV.  It also unveils interactions between multiple media sources.
  4. Incremental – This is the cherry on top since our solution is focused on incrementality in terms of uplift over other marketing activity and organic demand. It avoids the problems inherent in last touch attribution that gravely misalign measurement and true value.

To recap:

  1. Test SKAdNetwork early.
  2. Register for our beta to test our incremental measurement solution for free while you still have precious time prior to IDFA deprecation.
  3. Compare your results from parallel testing multiple measurement solutions and develop your strategy for utilizing those multiple signals.
  4. Then, look to the future. Do you want to start building your long term measurement strategy after the lights are already out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so you are thriving when your competition is floundering. We can help you do that.

We look forward to making the future of your measurement brighter!