iOS14 has certainly provided us an opportunity to re-examine last touch and how well it delivers truth in user acquisition. The cold, hard truth is that last touch doesn’t deliver truth and it is an entrenched approach to which mobile marketers have become addicted. Big thanks to Gamesforum’s John Speakman for exploring this topic with MetricWorks CEO, Brian Krebs. Visit Gamesforum Online to view this recording as well as webinars on other relevant topics.
In this webinar, we challenge the general perceptions of marketing effectiveness under last touch including its bias to SANs (self-attributing networks) and high engagement ad formats. As Brian points out, at the macro level, there has been a significant growth in the number of ad channels for marketing spend. With that, there has also been a greater overlap in audiences across these channels. Consequently, marketers are often paying twice to reach the same subset of eyeballs. Now that IDFA will be deprecating soon, it is time to adopt a new form of measurement, namely, incrementality to understand the true value of your media spend. The take-away is that iOS14 can actually be the driver to pursue a new opportunity in the form of measurement that is grounded in data science and most importantly, in truth.
Submit your questions below. You can also request a demo to learn more about MetricWorks incremental measurement solution that is a ready-to-use, turnkey, drop-in replacement for last touch. It involves no change to your marketing or UA processes. We look forward to helping you ensure that your marketing is truly effective in the post-IDFA era.
The MetricWorks Team