Department is thrilled to share our newest launch: Unified Analytics!
With the existence of a number of variations of SKAN comes the problem of understanding the attribution knowledge it generates alongside each different attribution supply. Enter Unified Analytics from Department: now, it’s simpler than ever earlier than to see your knowledge multi functional place with out having to cobble collectively info from a number of sources.
And also you don’t have to fret about deduplicating your knowledge, both — we’ll care for that for you.
TL;DR:
With Unified Analytics, now you can:
- Analyze SKAN and non-SKAN cross-platform attribution knowledge inside a single unified analytics view.
- Precisely calculate metrics (similar to eCPI, eCPA, ROI, ROAS, and so on.) based mostly on a corrected, deduplicated conversion rely!
- Break up your complete deduplicated conversion counts into SKAN and non-SKAN through an easy-to-control toggle
- View the deduplicated knowledge on installs and occasions on this report by default.
- Perceive your true natural baseline.
As well as, the Department platform has been up to date to assist your transition to SKAN 4.0.
This assist contains updates to the Department SDKs and SKAN Analytics view, alongside SKAN configuration instruments. Test it out right here!
Let’s talk about the particular issues advertising groups are fighting in the present day that SKAN Unified View uniquely solves for.
Why do you want Unified Analytics?
For just a few causes — however primarily as a result of SKAN reporting adjustments the paradigm of how most entrepreneurs at present have a look at their knowledge. That is what iOS attribution knowledge seems to be like now:
Understanding iOS attribution knowledge has change into complicated, and deduplicating this knowledge manually is difficult.
To make knowledgeable choices about how they allocate their spend, entrepreneurs that leverage this knowledge require a single supply of fact that precisely attributes occasions and income.
Attribution Pre-iOS 14:
MMPs attributed all iOS customers again to paid campaigns utilizing device-level attribution methodologies.
In fact, for customers who opted in, deterministic attribution leveraging the IDFA was attainable. However for customers who opted out, MMPs may gracefully fall again to probabilistic attribution. Any complexity in attribution was dealt with behind the scenes, however for entrepreneurs, the efficiency knowledge was seamlessly obtainable in a single single dashboard which included clear calculated metrics like eCPI, eCPA, ROAS and so on.
Attribution iOS 14 onward:
With the introduction of ATT (App Monitoring Transparency Framework) and SKAd Community (Apple’s combination stage attribution methodology) in iOS 14, Department and different MMPs began attributing iOS customers again to paid campaigns utilizing knowledge from a number of knowledge streams and disparate attribution methodologies.
Complexities (i.e. opted-in customers vs opted-out customers, device-level attribution vs. aggregate-level attribution through SKAd Community and so on.) have been launched in the way in which entrepreneurs regarded on the efficiency of paid advertisements.
For entrepreneurs, this meant that knowledge for a similar paid marketing campaign was now obtainable in two completely different experiences/dashboards with completely different ranges of granularity. Additional, the absence of IDFA meant that it was tough to tie the information collectively with out together with duplicate knowledge.
So why can’t entrepreneurs merely add up numbers from the 2 experiences?
These adjustments made it tough for entrepreneurs to have a holistic view of marketing campaign efficiency. Referring to a number of dashboards grew to become a problem, deduplication throughout attribution methodologies grew to become more durable, and misinterpretation of marketing campaign outcomes turned more and more doubtless!
Getting correct reporting on marketing campaign metrics (like eCPI, eCPA, ROAS) and having a transparent image of the natural baseline — issues that have been taken without any consideration in a pre-ATT world — have been now an uphill process for efficiency entrepreneurs.
In consequence, the challenges entrepreneurs have needed to face up till in the present day have been plentiful:
- Entrepreneurs wanted to collate knowledge from a number of dashboards. In consequence, they both report inaccurate efficiency numbers (by merely including up conversion counts throughout experiences) or battle to use customized deduplication logic on their finish. Entrepreneurs additionally should manually right when customers are attributed as natural as a substitute of non-organic media and that knowledge as a rule lives on a separate dashboard.
- Parallel attribution by SKAN for opted-in customers led to duplicate conversions. In different phrases, due to opt-in, there’s no dependable technique to know if a person attributed in SKAN is exhibiting up twice — a less-than-ideal state of affairs to be in.
- There was no straightforward technique to view Android, iOS, and internet knowledge side-by-side, making it tough to have a holistic view of marketing campaign efficiency. There was additionally no correct technique to view key metrics (similar to eCPI, eCPA, and so on.) in a single place, making it extraordinarily tough to optimize based mostly on partial or incomplete knowledge.
Lengthy story brief: with out a central, unified supply of fact, entrepreneurs will battle with the very excessive potential for guide errors and misrepresentation of marketing campaign outcomes.
What issues does Unified Analytics tackle — and the way?
With this highly effective instrument, you may measure marketing campaign knowledge from all attribution strategies (together with SKAN) merged in a single view.
The Unified Analytics dashboard presents correct efficiency knowledge, as overlapping units of customers attributed through each SKAN and conventional MMP methodologies are deduplicated.
This implies now you can precisely calculate metrics (similar to eCPI, eCPA, ROI, ROAS, and so on.) based mostly on a corrected, deduplicated conversion rely!
Not do you must collate knowledge from a number of dashboards, nor battle to use customized deduplication logic in your finish. You’ll additionally now have the ability to analyze SKAN and non-SKAN cross-platform attribution knowledge inside a single unified analytics view.
Moreover, now you can break up your complete deduplicated conversion counts into SKAN and non-SKAN through an easy-to-control toggle.
This ensures that natural counts inside Unified Analytics are corrected/scaled down appropriately and helps you perceive your true natural baseline.
In consequence, you’ll have the ability to view the deduplicated knowledge on installs and occasions on this report by default.
Department has additionally constructed the mandatory elements to assist transitioning to SKAN 4.0. These adjustments — together with updates to our SDKs, our dashboard SKAN configuration instruments, and an enhanced SKAN Analytics view inside our dashboard — enable for a deeper understanding of indicators out of your iOS customers.
When ought to I exploit Unified Analytics?
Department’s Unified Analytics is now obtainable inside the Advertisements subsection of the Department Dashboard to all Advertisements Attribution clients and helps all kinds of use circumstances together with (however not restricted to):
- Advertising and marketing spend allocation: By having holistic and correct efficiency reporting for iOS customers, you may make faster data-driven choices on which channels to double down on, and higher allocate budgets over time.
- Marketing campaign reporting & optimization: Now you can report on marketing campaign efficiency and optimize campaigns on a day-to-day foundation extra successfully.
- Deduplication standardization: Makes it pointless so that you can apply any customized deduplication logic in your finish — and minimizes errors of double counting or over-reporting.
Inner alignment throughout stakeholders: Marketing campaign efficiency numbers that your total advertising group can agree on.
What’s subsequent?
Now it’s simpler than ever earlier than to see all your attribution knowledge in a single place. That being stated — whereas Unified Analytics helps all variations of SKAN, the cellular ecosystem nonetheless has some catching as much as do to completely assist SKAN 4.0.
In navigating the paradox, Department can assist you keep enterprise continuity. Which means, you may proceed operating your SKAN campaigns and conversion reporting as you often would.
Whereas SKAN is continuous to vary and develop as we communicate, you may keep up-to-date on adjustments by trying out our newest weblog posts:
