Mobile Clients Drive 43% Increase in Incremental Growth with SKAdNetwork Distribution across New Performance Channels

Outcomes

Objective

When Apple released iOS 14.5, the company began to enforce its App Tracking Transparency (ATT) guidelines, disallowing the collection or use of any consumer Personal Identifiable Information (PII) without explicit consent. This shift had profound implications for mobile advertising, making inventory less targeted, more expensive, and less effective. For example, Facebook reported losses of “on the order of 10 billion” in 2022 due to ATT’s impact. Mobile app advertisers, including Perform^[cb]’s clients, faced challenges adapting to these changes. The Perform^[cb] Outcome Engine sought to help mobile clients diversify their media mix and explore new channels with Apple’s tracking solution, SKAdNetwork, while complementing their existing user acquisition strategies.

Approach

Perform^[cb] closely followed Apple’s move to ATT and was among the first approved SKAdNetwork partners before its release. To align with clients’ existing campaigns, the Perform^[cb] Outcome Engine team developed new built-in tracking capabilities using Apple’s methodology, enabling seamless integration of SKAdNetwork data with clients’ Mobile Measurement Partners (MMPs). This ensured continuity in tracking while expanding opportunities for growth.

Leveraging these new capabilities, the Outcome Engine began buying additional in-app inventory on behalf of clients, strategically adding SKAdNetwork-attributed installs to their media mix. This approach worked in harmony with clients’ ongoing channels, bolstering their user acquisition efforts without disruption.

Results

Within months of launching, SKAdNetwork installs and events accounted for 20-25% of the media mix for select mobile clients, driving up to 43% incremental growth. The Perform^[cb] Outcome Engine successfully scaled app install campaigns while preserving synergy with clients’ existing strategies, helping them avoid the industry-wide disruptions caused by ATT. Beyond incremental installs, SKAdNetwork traffic also serves as a proactive safeguard against future privacy changes, ensuring long-term stability in the Outcome Engine’s mobile app clients’ user acquisition efforts. 

Partner with Perform^[cb] to navigate industry changes and expand your user acquisition strategy with innovative solutions that complement your existing efforts.