Enhance your iOS 14+ campaign experience with SKAN 4.0

The digital marketing landscape has seen a seismic shift with the advent of iOS 14 and the implementation of Apple's AppTrackingTransparency (ATT) framework. Mobile marketers around the world have had to reevaluate their strategies to adapt to the changing rules of the game. At the forefront of this transformation is SKAdNetwork (SKAN), a framework introduced by Apple to safeguard user privacy while still enabling marketers to measure and optimize their campaigns effectively. Apple released SKAN 4.0 in June 2022, which comes with new features and options for ad networks and app developers. While these updates represent great opportunity, as with all SKAN version updates, they also bring new complexity.

Today, we're delighted to announce that our dedicated solution for SKAN 4.0 is now available on TikTok Ads Manager. This latest version introduces the innovative Crowd Anonymity framework, which categorizes privacy thresholds into four different levels. Each level corresponds to varying degrees of granularity to be reported back to TikTok.

This tiered approach empowers Apple to enhance its API with crucial new features. As a result, mobile marketers and networks gain more information and reporting capabilities, leading to more meaningful campaign optimization through actionable insights.

What's New

Our solution with SKAN 4.0 offers several compelling updates, including:

Increased quota

The latest version offers increased capability for 15 campaigns x 5 ad groups, up from SKAN 3.0’s 11 campaigns x 2 ad groups, offering additional opportunities to activate or test campaigns on TikTok.

Longer attribution windows

Clear attribution windows of 2, 7, and 35 days in TikTok Ads Manager provide insight into user journeys in your app.

Reduced null conversion

Reporting the new coarse-grained conversion values will lead to improved campaign analysis and reduced "null" values.

Advanced reporting capabilities

Leveraging the SKAN 4.0 solution, TikTok will be building up more advanced reporting features for iOS 14+ campaigns such as real-time reporting, estimated lifetime value (LTV) and granular reporting breakdown.

Why SKAN 4.0?

Drawing from insights gained through a beta test with 37 clients spanning the US, UK, and Japan, we evaluated the effectiveness of SKAN 4.0's extended 35-day attribution window (aggregate across 3 windows) compared to SKAN 3.0's 1-day window. The assessment aimed to reveal the impact on TikTok campaign measurement and optimization.

By dissecting the results of each test campaign produced through the expanded postbacks of SKAN 4.0, and assessing them against the primary mobile marketing objectives (App Installs and In-App Event to Purchase), 68% of apps saw positive results in both their cost per acquisition (decreasing by 37%) and conversion rates (increasing by an astounding 220%) over SKAN 3.0 campaign groups.

In summary, the test findings indicate that adopting SKAN 4.0 on TikTok results in lower cost per acquisition and higher conversion rates.

Moreover, multiple meta-analyses conducted by leading Mobile Measurement Partners (MMPs) found that TikTok distinguishes itself as one of the most iOS-efficient platforms among ad networks. Here are several key highlights:

• Adjust: TikTok-driven SKAN CPI is 95% lower than other platforms in the US, with a minimum 80% lower SKAN CPI in 14 out of 14 industry categories.¹

• Kochava: TikTok showcased an average conversion value 3x higher than that of the top 8 global SKAdNetwork partners.²

• Singular: TikTok consistently ranks in the top 5 for iOS campaign performance worldwide across gaming and non-gaming apps.³

How to get started

Based on these findings, are you ready to explore the value SKAN 4.0 with us? Here are three primary steps to enhance your iOS 14+ dedicated campaign journey with TikTok.

1. Upgrade your MMM SDK

Begin by verifying and upgrading to the latest MMP SDK version that supports SKAN 4.0 functionalities. Our SKAN solution is currently compatible with the following MMPs: Adjust, Airbridge, AppsFlyer, Branch, Kochava and Singular.

2. Update your Schema

Most MMPs will automatically copy your current SKAN schema to a SKAN 4.0 Fine Grained schema. That's great! What you need to do next is to confirm you have a Coarse Schema ready. This will significantly reduce your Null rates, and will enable you to see the 2nd and 3rd attribution windows.

3. Activate SKAN 4.0 in TikTok Ads Manager

After upgrading your MMP SDK, you will see a notification on TikTok Ads Manager to connect to our dedicated SKAN 4.0 solution (with a simple 1-button click) when you begin your iOS campaign with us. This can also be activated via TikTok Events Manager as well.

For further information or guidance, please refer to our Help Center.

Transitioning to SKAN 4.0

SKAN 4.0 adoption is slowly but surely increasing, and mobile marketers are as eager as ever to refine and master their iOS campaign measurement and optimization strategies. However, navigating the complex world of SKAdNetwork can be challenging, particularly for those who've only just got SKAN 3.0 under control, or who are putting together a conversion value strategy for the first time.

Therefore, in collaboration with official TikTok Measurement Marketing Partners Adjust and AppsFlyer, we developed some dedicated materials to serve as a comprehensive guide for all app marketers looking to improve and scale their iOS campaign measurement and optimization strategies on our platform in continually developing mobile measurement landscape.

Whether you're a seasoned marketer looking to perfect your skills or a newcomer navigating the mobile app marketing landscape, we hope these tailored resources serve as your ticket to success. Stay ahead of the curve, polish your strategies, and unlock the full potential of your iOS campaign experience on TikTok.

Sources

1. TikTok internal analysis with Adjust, US, Jan-Feb 2024

2. Kochava (2022). How to maximize your success on SKAdNetwork.

3. Singular (2024). ROI Index 2024