pLTV in iOS 14: How to make SKAdNetwork conversion postbacks totally rock

The biggest lie about SKAdNetwork is that you can only return one post-install conversion value out of a pool of 64 potential options. Or that it’s basically a mono-channel conveying only one type of message.

Conversely, the biggest opportunity to win with SKAdNetwork is to deeply understand what it actually provides … and optimize the hell out of every last bit of it.

I mean that absolutely literally.

SKAdNetwork is, of course, Apple’s privacy-safe mobile attribution framework. And while it has definite limitations in granularity and post-install events — and does, literally, have only 64 discrete post-install conversion values — the secret to optimizing mobile marketing after Apple turns SKAdNetwork fully on relies on using every iota of an unsigned 6-bit entity that Apple calls “conversion-value.”

Why?

Because understanding the value of acquired users is critical to estimating ROAS and building LTV models. And it has to be predictive.

Get the full story in my post on Singular’s blog …

 


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