The world of mobile marketing is always dynamic and rapid. Maintaining current knowledge is crucial for attaining success and maintaining a favorable standing in the industry. While marketing in Apple’s IOS platform SKAd Network is very important and it acts as the cornerstone of iOS advertising. It is also known as SKAN. A good attribution platform like apptrove can be efficient in tracking data and conversion details and work along with the Apple Skad network. Solely relying on Identifiers for Advertisers (IDFA) has changed. With the implementation of IOS 14.5 privacy has got the utmost priority. Apple’s SKAd network is one of the major privacy-centric measures for proper attribution. A clear understanding of Apple SKAd Network and how it works is very important for advertisers to succeed. It is also necessary for a successful marketing campaign. Let us now explore this topic further.
What is SKAN
Store Kit Ad Network which is shortened as SKAN is a framework which is developed by Apple to ensure a safe mobile attribution for user acquisition from various marketing campaigns done on IOS devices. This framework was introduced in 2018. As user privacy is of utmost priority, SKAN’s significance is increasing day by day. The specialty of Apple SKAd Network is that they provide aggregated attribution data without compromising the privacy of users. Thus SKAd Network is so helpful for publishers to measure the effectiveness of the marketing campaigns. It measures the conversion rate accurately which makes it a crucial tool in the marketing world. Updating the SKAd Network is done regularly to improve its performance. Now let us look into the benefits of SKAN.
Benefits of SKAN
There are many benefits of SKAN that one must understand for better results in mobile marketing. Some of them are as follows :
Reduced Dependency - SK Ad network is a first-party framework initiated by Apple. Thus it reduces dependency on other third-party apps. This ensures better integration and management of data. The usage of a third-party app can be expensive. This is also an advantage to Apple's SK Ad Network. By using SK at network brands can cost-effectively make their campaign.
Adaptation to Dynamic Ecosystem - SK Ad Network can be a long-term solution for the tracking of data in the iOS platform. SK Ad network API is very helpful in the dynamic business world and helps to adapt to certain changes that come over time in the field of marketing.SK Ad network is very flexible and adaptive.
Simplified Attribution and Fraud Detection - Since there is no need for a third party, SKAN directly attributes app installs to certain campaigns. So there is no complexity involved. SKAN makes sure that the installs and engagements are validated by Apple, thus making less chance for fraudulent activities. Unusual behavior and patterns can be easily detected.
Enhanced User Privacy - SK Ad Network uses aggregate and anonymous data for reporting and analysis. It reduces reliance on IDFA - Identifiers for Advertisers which makes it difficult to track individual users. The sharing of data is also limited.
Now we have seen the major benefits of the SK Ad Network, let us move on to the limitations of the SKAd network
Limitations of SK Ad Network
There are many limitations of SK Ad Network that need to be properly addressed to get maximum results in the mobile marketing field. Some of them are :
Attribution Window Limitation - The SK Ad Network provides a 24-hour window for setting the conversion value, this can be very short for certain as that requires more time for conversion. Re-targeting and re-engagement strategies are difficult to implement.
Limited Granulity of Data - With the aggregated data advertisers receive a limited amount of information. There is no access to user-level data or deeper insights. Delayed reporting is another setback for SK Ad Network. This can cause delayed optimization of marketing strategies. This rigidity can cause a bad impression on the marketing campaigns.
Challenges in Multi-touch Attribution - SKAd Network does not support multi-touch attribution. There are different touchpoints involved in the journey of a user, it is essential to know various touchpoints to effectively understand the data and make better decisions.
Participation Issues - Only add networks that have registered with Apple and can work along with the SK Ad Network. This will reduce the number of potential partners for advertising and available inventory.
These are the major limitations of SK Ad Network. It is necessary to overcome these limitations to maximize your revenue and increase user engagement in marketing campaigns.
In conclusion, a clear understanding of the SKAd Network is essential for every brand to hit the jackpot. It is a significant step towards protecting user privacy. Even though the SKAd Network is independent, we must not forget that a Mobile attribution platform like Apptrove can work along with SKAd Network which will exponentially increase the results and ensure success. There are limitations to SKAN, but despite them, it is becoming increasingly important in the mobile marketing environment.