This way you can map coarse and fine-grained Conversion Values more easily. An obvious approach given there are three values and six bits in a fine-grained Conversion Value might be something like the below. What does low, medium and high mean to you?: You can select what value you want to place on low, medium and high.Due to “crowd anonymity”, which is explained in the WWDC SKAN session, the install bar for a coarse-grained Conversion Value can be lower that a fine-grained one meaning advertisers who want to test campaigns can now get some indication of success beyond “NULL”.
Small-scale testing gets easier: This does not eliminate privacy thresholds, however, it does reduce the threshold for “NULL” conversion values to be returned.In an important change, for some use cases, Conversion Values can now go up and also down.
Fine-grained: The same 64 bit value that has traditionally been used for Conversion Values will be returned when the privacy threshold is met.Coarse-grained: When the previous privacy threshold is not met, this returns a “low”, “medium” or “high” value for the Conversion Value.There are now two types of Conversion Values returned: It is a change to Conversion Values that delivers some indication of install value even when the install volume is lower. Quite a big percentage of data was lost (~20% depending on campaign granularity), so this is a very welcome feature. This is because the understanding of install value was lost for a high percentage of paid installs when a certain volume of installs was not met (we suspected this privacy threshold was around 20-30 installs per campaign and 128 installs per campaign on Facebook due to their Campaign ID mechanics). The privacy threshold has likely had the biggest negative impact on advertisers’ ability to spend on iOS post-ATT. However, let’s take a more detailed look at these new features for SKAN 4.0. If you’re keeping score, here’s what we’ve seen through different SKAN releases up to now. However, let’s dive into what was announced.
A slightly different release approach to what we’re seeing with Google’s Privacy Sandbox for Android. If SKAN 1.0 was the Minimum Viable Product (MVP), you might now say we’re at beta release stage with SKAN 4.0 as it becomes more widely usable. This time with some updates that make it a far more usable solution for advertisers. UPDATE: Looking for tips to setup Conversion Values and Windows for SKAN 4.0? Check our latest post here!Īnother one of Apple’s Worldwide Developer Conferences (WWDC) has come and gone, and another update to SKAdNetwork (SKAN) arrives.
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