Adjust Report Finds SKAN 4 Migration Leads To Decreased Cost Per Acquisition And Increased Conversion Rates on TikTok USA - English USA - English
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SAN FRANCISCO, Nov. 21, 2023 ~ Leading measurement and analytics company Adjust, in partnership with TikTok, have released a new ebook titled 'Mastering SKAN 4: The essentials for iOS success' to help mobile marketers scale SKAdNetwork (SKAN) campaigns on iOS.

The ebook is based on the results of beta tests of 37 apps across the US, UK and Japan. It was found that SKAN 4's elongated 35-day attribution window – in contrast to SKAN 3's 1-3 day window – has led to a higher volume of recorded conversions, facilitating a more comprehensive and precise evaluation of campaign effectiveness. This resulted in an overall improvement of 37% in cost per acquisition and a remarkable 220% improvement in conversion rates.

Katie Madding, Chief Product Officer at Adjust said: "Mobile app marketers are eager to refine their iOS campaign measurement and optimization strategies with privacy-centric attribution, but there's still hesitancy about moving to SKAN 4. With the continued industry shift toward prioritizing user and data privacy, now is the time for a shift in mindset toward the possibilities of post-ID attribution on iOS. The data-backed insights detailed in our guide empower growth marketers to dig into and embrace SKAN 4's functionality."

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The ebook provides information on how to leverage SKAN 4's features to maximize campaign visibility and performance on iOS, diving into use cases for different verticals and business models. It also reveals how TikTok and Adjust support SKAN 4 functionality as well as how to make the switch from SKAN 3 to SKAN 4. Additionally, it offers insights into unlocking SKAN 4's strategic potential by setting up conversion values effectively and optimizing campaigns for maximum crowd anonymity.

Finally, the ebook provides a sneak peek at what can be expected from upcoming version -SKAN 5 - including upgrades and additions as well as a wish list for new features. For additional insights and to download the full ebook, click here.

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