Singapore – Marketing analytics company AppsFlyer and TikTok For Business have partnered to launch a comprehensive guide to help marketers configure their customers’ user journeys on iOS14+ and provide advertisers with best practices for iOS 14+ in the new era of privacy, with easy-to-use and scalable privacy-first solutions.
Titled ‘How to win on iOS 14+ with AppsFlyer and TikTok For Business: The complete guide’, the guide serves to help businesses navigate disruptions in app marketing. This is done by analyzing and optimizing ads in the most effective way, to source new growth opportunities.
The inception of the App Tracking Transparency (ATT) framework in April 2021 has changed the way the mobile app ecosystem works across the value chain. From app marketers to developers, industry players have been trying to decode and reimagine marketing measurement. This guide aims to help businesses overcome the implementation parameters of ATT prompt to continue leveraging data-driven marketing.
According to AppsFlyer data, the ATT prompt has so far been implemented in 65% of apps globally, and at a user level, the opt-in rate is at 46%. From a pure user experience perspective, this number is quite significant, showing that many users are amenable to ‘tracking’, in return for a more personalised experience.
Tan Tmangraksat, AppsFlyer’s director of partner development for SEAPAC, noted that iOS 14 has ushered in a new era of privacy-centric marketing within the mobile ecosystem, and as the industry continues to adapt to these changes, it is crucial that data accuracy and user privacy continue to coexist.
Tmangraksat further shared that marketers who are fast to evolve and roll out privacy-centric solutions will reap the benefits in both the short and long term, and for their part, AppsFlyer is always looking to facilitate limitless collaboration between marketers and solution providers.
“This is powered by safeguarded data and technology innovations. We are thrilled to launch this insightful guide and further provide the larger ecosystem with seamless enablement capabilities,” said Tmangraksat.
Meanwhile, Adrian Man, TikTok’s director of ecosystem partnerships for APAC, said that through the launch of this joint playbook with AppsFlyer, they break down how iOS 14+ impacts campaigns and provide actionable recommendations and solutions for their community of marketers.
”From TikTok’s Dedicated iOS 14+ Campaign solution to guidelines for set up and optimization, we hope that these best practices will continue to guide our community, and inspire marketers to create a more engaging and safe environment for our users across the world,” added Man.
AppsFlyer said that the SKAdNetwork (SKAN) lets advertisers measure campaign performance while simultaneously preserving user privacy. SKAN operates without IDFA (Identifier for Advertisers) or other advertising ID and without the need for ATT consent. Though there are limitations to SKAN features, according to the new guide, there are three different avenues marketers can use to make the most of these SKAN limited features, namely revenue, in-app events, and funnel. With the help of Conversion Studio, a flexible, first-to-market tool, marketers can easily map conversion values with an intuitive visual interface.
In addition, there are solutions for a privacy-first iOS set-up. For advertisers that face fragmented and time-consuming challenges when updating each platform’s requirement on iOS14+ campaigns, the report suggested working with a partner that provides Advanced Privacy solutions, while for AppsFlyer’s Advance Privacy solution, it hands over to advertisers complete control of data, helping them decide how it’s collected, managed, and used by partners through access permissions that are easy to navigate.
