AppsFlyer’s Customer Success Team Lead for Turkey, Alican Torun attended Mobidictum Business Conference and talked about the impact iOS 14 had on the industry as a whole. He shared tips on how to improve at marketing in the mobile games sector.
Torun started his session by explaining the changes that happened with the release of iOS 14. He explained that the new iOS update brought the ATT prompt requirements for apps and the SKAd Network.
He then went on to mention the challenges this created. He listed them as such; LTV being dead, there being only 6 bits to measure, the CV threshold, and duplicated attribution. He explained the CV threshold as a tool for making sure advertisers can’t figure out who watched their ads.
He continued the session by explaining what the main SKAN 4.0 update added. He listed three items; the LTV measurement added multiple postbacks per user and three time windows at 2,7 and 35 days. The campaign breakdown increased the number of options from 100 (two digits) to 10,000 (four digits), he continued. The updates also added Web-to-app attribution, by adding support for W2A flow.
Torun then went on to display some data, which they made a case study on. From 2020 to 2021, the total number of gaming app installs on android increased by 22%, while they decreased by 6% on iOS. Torun attributed this shift to the fact that in most cases, budget shifted from iOS to android.
He went on to say that since June 2021, there was a 35% drop in in-app purchase revenue on iOS, but a 10% increase on android. He added that in Türkiye, the installs hypercasual games received increased by 90%.
91% of gaming apps have implemented Apple’s ATT prompt. Looking at the data he had, Torun also inferred that users in developed markets are more sensitive to data privacy. He continued on to say that to increase ATT consent rate, the prompt needs to be shown on the first launch of the app. If the user did not consent, another prompt should direct the user to the privacy settings of their device no less than a week later.
He then touched on the duplicated attribution problem and offered the solution of Single Source of Truth (SSOT), where each user is only attributed once, without compromising user privacy. He finished his presentation by listing the most effective cross-media strategies; Web-to-app, Cross promotion across game apps of the same company, user invites, and social-to-app.
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