SKAdNetwork conversion value mapping data shows gaps between gaming and non-gaming apps

SKAdNetwork conversion value mapping data shows gaps between gaming and non-gaming apps

There’s no doubt that Apple’s iOS 14+ has launched essential measures to safeguard consumer privateness. Nevertheless it has additionally created important challenges for entrepreneurs who’ve needed to adapt to a very new manner of measuring their campaigns.


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Probably the most difficult areas includes SKAdNetwork’s conversion worth and timer extension mechanisms. It is a downside, since post-install knowledge is what issues most within the freemium-driven app ecosystem.

Earlier than iOS 14, entrepreneurs may measure in-depth and at size to find out consumer/marketing campaign worth. However in Apple’s SKAdNetwork, knowledge is much much less in-depth and at size…You get 64 combos from 6 bits to map post-install exercise and some days at better of exercise knowledge. In different phrases, conversion values are SKAN’s different to restricted LTV.

With restricted choices, it’s crucial that advertisers profit from what is feasible. To be clear, what is feasible might be loads if completed proper. However what does ‘proper’ appear like? How ought to entrepreneurs map their conversion worth schemes?

To reply this query, we checked out knowledge from our Conversion Studio and analyzed the configurations of 900+ apps to assist advertisers be taught the bits and bytes concerning the bits and bytes.

The info exhibits that for a lot of entrepreneurs, conversion values are powerful to grasp. Whereas some have realized to squeeze the info lemon (unsurprisingly, primarily from the gaming crowd), others aren’t even near using the total potential of this new mechanism.

On this article, we’ll present you the way completely different verticals are:

  1. Mapping conversion worth schemas
  2. Defining the exercise window timer
  3. Utilizing the 64 mixture capability, or not


What are the forms of conversion mappings?

Earlier than we present you the info, right here’s a high-level clarification of the several types of fashions we’ll current within the charts (for extra detailed information click on right here).

Income: Income generated by the consumer throughout the exercise window earlier than the one-time postback is shipped. It may be recorded utilizing a single occasion, or related to income by stream (IAP, IAA, subscription income) utilizing choose in-app occasions.

In-App Occasions: Publish-install in-app conduct akin to tutorial completions, logins, purchases, shares, and stage completions. Entrepreneurs can measure the variety of distinctive customers performing an occasion, the variety of occasions an occasion was carried out, or each.

Funnel: Measures the prevalence of in-app occasions based mostly on an inventory of sequential occasions in a funnel. A consumer performing any occasion within the funnel is thought to be having carried out all of the occasions previous that occasion. That is essentially the most environment friendly option to measure sequential occasions, utilizing fewer values for a similar quantity of in-app occasions measured.

Income and in-app occasions are essentially the most configured schemes

Key findings

1. Gaming apps are pushed by income in comparison with events-driven non-gaming apps.

The vast majority of gaming apps are pushed by income, with 84% of gaming apps using income configurations. In distinction, 85% of non-gaming apps measure in-app occasions.

Why? Gaming apps have a decrease time to first buy – significantly among the many extremely standard informal video games – in comparison with non-gaming apps. The latter depend on in-app occasions to be key indicators for purchases that happen past the exercise window.

2. Nearly 40% of Procuring apps use a mix of in-app occasions and income.

As talked about above, in-app occasions like registrations and e-mail signups might be key LTV indicators for buying apps.

At least 77% of buying app configurations contain counting occasions, whereas 39% use a mix of occasions and income. The first objective for buying apps is to drive the primary buy as rapidly as potential whereas measuring key occasions within the course of.

3. 92% of Well being & Health apps measure in-app occasions.

Most Well being & Health apps depend on subscription fashions, requiring apps to give attention to constructing loyalty and supply constant worth to their customers.

With free trials additionally being frequent, customers take for much longer to make a purchase order, so it’s crucial that Well being & Health advertisers give attention to measuring early alerts of worth by means of in-app occasions – akin to registrations, exercises accomplished, and shares.

4. 23% of Social On line casino apps configured funnel occasions and income.

As one of many highest-grossing app verticals with a wonderful potential to establish early patterns of high-value behavioral alerts, greater than a fifth of social on line casino apps measure the mixture of funnel occasions and income.

5. Hardcore video games are laser-focused on income.

Hardcore video games closely depend on in-app purchases and never in-app promoting, which is why 93% of those video games make the most of income configurations.

Exercise window correlates with period of the funnel

Key findings

1. Because the default setting, 24-hour exercise home windows are the commonest.

The vast majority of apps throughout all verticals are using the default 24-hour exercise home windows to gather knowledge, however we anticipate this to alter as SKAdNetwork utilization matures.

Past the truth that 24h-hour window is the default, it’s essential to keep in mind that knowledge can solely be collected as soon as, so there may be an intentional tradeoff.

Shorter exercise home windows allow quicker knowledge assortment, however depart you with restricted data. Alternatively, longer home windows present richer knowledge, however entry to it will likely be delayed.

Additionally, the timer can’t be prolonged for all customers – so even when it’s prolonged, it would solely apply to a portion of customers. The one option to lengthen the timer is by updating the conversion worth, which might solely occur if the app is opened.

So, even for those who set the timer to 72H, if the consumer didn’t open the app for 24H, the conversion worth is locked. For instance, if a consumer opens the app on day 0, day 1, and day 3, the exercise of day 3 gained’t be recorded – as a result of the app wasn’t opened on day 2.

Lastly, don’t overlook that some main advert networks nonetheless don’t help optimization past 24 hours, affecting entrepreneurs’ timer choices.

2. Non-gaming verticals with longer buy funnels use the 72-hour window.

Finance apps usually have longer buy cycles, which is why 40% of them are utilizing the utmost 72-hour window.

Equally, apps in different non-gaming classes use for much longer buy cycles than Gaming apps whose buy journeys are considerably shorter.

3. 86% of Social On line casino video games have 24-hour home windows.

On the other facet of Well being & Health apps, we’ve got Social On line casino apps whose final objective is to get gamers engaged, hooked, and spending as rapidly as potential.

Gaming apps make the most of extra of the conversion worth capability

Key findings

1. In contrast to non-gaming apps, extra Gaming apps make the most of conversion worth capability.

Gaming app entrepreneurs are well-known for his or her stage of data-driven experience and skill to quickly react to alter.

The sheer competitiveness of this vertical dictates that, with 63% already using virtually all choices, in comparison with solely about 40% of non-gaming apps (Meals & Drink apps are an exception with a minimum of 80% utilizing all choices).

2. Hardcore and Midcore video games have considerably increased conversion worth capability.

74% of Hardcore and 76% of Midcore video games make the most of 60-64 conversion values as a result of their extra advanced funnels.

Customers have much more actions and experiences to take at their disposal. In addition they each make the most of longer exercise home windows, which give extra time to file extra occasions.

Easy methods to squeeze the conversion worth lemon 

Whereas it’s key to be taught from business finest practices, your success with conversion objectives will depend on the way you tailor your technique to your distinctive app.

Listed below are just a few methods to bear in mind:

Having 64 choices is a limiting issue, however nonetheless affords loads of worth if bits are correctly allotted and utilized. Take advantage of ranges and combos and give attention to the post-install actions that matter most. Cut up, swap, and mix your conversion mapping configurations till you discover the right combination.

Trade finest practices are place to start out. In case you don’t have plenty of knowledge to work with, the statistics above are a wonderful place to begin.

There’s no “proper” reply, solely what’s finest for you. The way you implement, measure, and optimize your conversion values is an ongoing course of. Take a look at, take a look at, and take a look at once more till you discover the appropriate mapping (having a UI definitely makes it simpler).

Measure smarter with funnels. We’re nonetheless within the early days of SKAdNetwork. Due to this fact, most advertisers are under-utilizing funnel configurations, which could be a extra environment friendly option to allocate your bits.

As an alternative of dedicating 3 bits to measure three separate occasions, a funnel configuration can measure sequential conduct utilizing just one bit.

Predictive modeling will not be a luxurious anymore, it’s a should. The postback timer limits the quantity of information you may gather to foretell LTV in your customers. Leverage predictive modeling to establish the best metrics and behaviors that may finest establish your most worthwhile customers.

You’ll be able to make use of a predictive profit rating that makes use of all 6 bits to speak any rating, a selected mixture (which is able to very possible differ from one advertiser to a different) will point out a precious consumer cluster.

Keep in mind that whereas the profit rating is related to a selected consumer, as soon as the knowledge comes again from SKAN it’s introduced in an combination manner for a consumer cluster.

Key takeaways

  • Conversion worth mapping is among the largest challenges app entrepreneurs are going through post-iOS 14.5. The proper schema can create a major aggressive benefit.
  • Regardless of restricted choices, conversion values can ship enough insights for measurement if completed proper.
  • There are main variations between Gaming and non-gaming apps as a result of entrepreneurs’ know-how, funnel complexity and size.
  • Apps from each vertical are underutilizing funnel utilization as adoption of the SKAdNetwork remains to be in its early days. We anticipate this to alter as entrepreneurs get entry to extra knowledge and adoption matures.
  • There’s no proper reply on the very best conversion fashions, solely what’s finest for you and your corporation. Nonetheless, modeling your conversion mapping after business finest practices is a good place to start out.