Apple’s decision to IDFA with iOS 14 is rapidly affecting mobile marketers. With this update, targeting and marketing for users on iOS will undergo a significant change. It is an inevitable fact that the mobile app marketing and mobile advertising industry will experience a remarkable paradigm shift with the release of iOS 14, so what can we do to prepare for this situation?
With the update being implemented, app developers will need to request tracking confirmation from users to track iOS 14 users’ data via a pop-up message in app. For users who do not provide tracking approval, their IDFAs will become useless. Therefore, it will be advantageous for you to master the SKAdNetwork directives that Apple tries to replace IDFA. Knowing about SKAdNetwork also provides you with information about limited loading and measurement limitations so that you can make your plans according to this guideline. If Apple’s SKAdNetwork support is preferred, there are a few essential features you need to know:
- User-based identification or detailed campaign data is not available in SKAdNetwork.
- SKAdNetwork only supports 100 campaigns.
- There may be a 24-hour delay at the earliest in reporting data.
- Re-interaction is not included.
- Conversion values are limited to 6 bits.
- Apple does not verify the conversion, only the installation.
- SKAdNetwork conditional and deferred deep links are not supported.
You can develop a new strategy based on this information.
After completing your research on this issue, approval to track users should be your priority. If you can influence the majority of iOS14 users with your pop-up message and get a positive tracking confirmation, you will not be adversely affected by accessing IDFA data. Besides, this will give you a serious competitive advantage. Therefore, you should test its design, content, and when it will ask the user for approval, and measure efficiency for the most efficient pop-up message. Our recommendation as App Samurai; is to convey your pop-up message right after the users can test the app after getting information about the brand, experiencing the values and services it offers. If the user responds negatively to your pop-up message and does not allow tracking permission, you can enable the user to continue using your service. Since you can use this permission request message as often as you want, you can send it again later. Suppose the user responds positively to the tracking process.
In that case, IDFA will become available, so mobile marketers will enrich their BI stacksSpeaking of BI stacks, continue with your preparation by re-analyzing your BI stack. Whether iOS 14 users allow track or not, these changes to IDFA will have a significant impact on the working principle of your BI stack. Your BI stack preparation should be to decide how to continue collecting these internal data after iOS 14 is available. As App Samurai, we recommend that you focus on User ID, IDFV, ADID, and MMP.
Regarding the acquisition of new users, the targeting strategies should be adjusted according to the status of allowing IDFA. We will not be able to use personalized ads without IDFA permission. Since personalized ads are also significant for mobile marketing, we recommend that you create a few scenarios. Regardless, mobile marketers need to start preparing for this change and adapt. As App Samurai, we assist you entirely in this preparation and adaptation process. Good luck!