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!

Ready For IDFA Deprecation? You Can Count On Us To Help.

We realize that as an advertiser, you are facing a great deal of uncertainty due to Apple’s announcement about iOS14 and IDFA.  First, as the provider of the leading UA automation & LTV prediction engine for mobile gaming, we want to reassure you that we’re here to help. For almost 12 months, we’ve been planning in the background for the upcoming deprecation of device IDs including the IDFA. While this change is a seismic shift for the entire industry including advertisers, publishers, networks, MMPs, and analytics and automation platforms like ours, we see this as an opportunity to not only continue providing our current value, but expanding that even more. Second, part of this expanded value that we’ll provide will be based on fixing the issues caused by the last touch attribution model, which the mobile industry adopted long ago and continued to accommodate till present day.

Credit: MobileDevMemo's UA Automation Level 3 by Eric Seufert

For those not familiar with the above diagram or the implications of Apple’s announcement, let’s recap. Once iOS device IDs disappear to a large extent toward the end of this year, it will no longer be possible to attribute post-install activity including revenue directly to a campaign or publisher app. That means that important metrics like retention, DAUs, LTV, and ROAS will be impossible to evaluate at the campaign or publisher app levels. We are working on “top-down” solutions that algorithmically attribute post-install activity to campaigns/publisher apps so that our platform (UA Command Center) continues to work and deliver value to you without disruption.

Not only will UA Command Center continue to provide accurate LTV predictions and robust optimization algorithms, the solutions that power the algorithmic attribution of post-install activity will also allow us to “fix” the many problems with last touch attribution. In the last touch attribution model, 100% of user activity is attributed to the network that got the last touch just before the user installed the advertiser app. Even though it is very easy to understand, this is often highly misleading and rarely aligns with advertiser value. 

We have been and still are in talks with all of the major industry players to ensure proper alignment and the long-term design and success of our solution. We look forward to sharing more information shortly about our solution. Of course, we are very much in alignment with Apple’s move toward greater personal data privacy and are excited about the opportunities it presents.

As part of our ongoing effort to gather feedback from as many perceptive voices in the industry, we invite you to connect with us to ensure that your concerns are addressed and you have a chance to shape the design of our solution.

Free Recorded Webinar: UA Automation In Mobile Games

You have probably seen a lot of buzz lately about automation in mobile user acquisition.   So we teamed up with Gamesforum to explore this topic deeper with some of the best mobile gaming UA leaders from top companies like EA (Electronic Arts), Luna Labs and Hyper Digital Partners.  Sign up below to watch the recording of this free webinar from June 9th, 2020.  

Credit: MobileDevMemo's UA Automation Level 3 by Eric Seufert

In the recording, you’ll hear these leaders (John Wright of Luna Labs, Daniel Lopez of EA and David Jumper of HyperDP) share their insights about UA automation in mobile gaming.  Our very own CEO, Brian Krebs also shares his perspective (as a technical co-founder who has been innovating for over six years) on how automation and AI can be leveraged for successful mobile user acquisition, especially in mobile games.

Sign Up For A Free Webinar: UA Automation In Mobile Games (June 9th)

There has certainly been a lot of buzz lately about automation in mobile user acquisition.   So we thought it would be a good idea to explore this topic with mobile gaming UA leaders from top companies like EA (Electronic Arts), Luna Labs and HyperDP.  Register today for this FREE WEBINAR on June 9th, 2020 where you’ll hear how these leaders are thinking about UA automation.  Big thanks to John Speakman of Gamesforum for hosting this webinar and the panelists (John Wright of Luna Labs, Daniel Lopez of EA and David Jumper of HyperDP) for sharing their insights. 

Credit: MobileDevMemo's UA Automation Level 3 by Eric Seufert

You can check out Gamesforum’s other free webinars on important industry topics on their siteOur very own CEO, Brian Krebs will join that webinar to share his perspective as a technical co-founder who has been innovating for over six years on how automation and AI can be leveraged for successful mobile user acquisition, especially in mobile games.