Apple's App Tracking Transparency (ATT) framework has significantly altered the landscape of iOS marketing. By requiring explicit user consent for access to device-level data, ATT places control firmly in the hands of your users.
So, how many iOS users actually opt-in? The numbers are telling. The global opt-in rate for ATT averages around 25%. This low opt-in percentage presents a considerable challenge in gathering sufficient data to optimize your campaigns effectively.
Despite these challenges, iOS marketing remains crucial. As of 2023, iOS holds a 27% market share globally; in some key markets like the US, it's even higher at 57%. Younger users often prefer iPhones, with 85% of US teens using iPhones.
So, how can you effectively optimize your iOS marketing efforts in this evolving landscape? Let's explore strategies that can help you succeed.
Boost your UA growth with ASA & SKAN
To jump-start your user acquisition (UA) growth on iOS, you'll need to leverage Apple Search Ads and SKAdNetwork. ASA allows app developers and marketers to advertise their iOS apps directly to users across the App Store, making it a powerful platform for acquiring new iOS users. The best part? ASA provides marketers with advertising performance data for all users, regardless of their consent to tracking, within the privacy-focused iOS environment.
On top of that, if you're advertising across multiple channels, SKAN is a must. SKAN is Apple's privacy-focused framework for campaign measurement and attribution. It enables ad networks and advertisers to measure their ad activity—such as impressions, clicks, and app installs—using aggregated data without accessing individual user information. Different ad channels may support various versions of SKAN, so be sure to check the relevant guides for details on how each version may impact your campaigns:
⚠️ Note: Apple only provides app install data through SKAN.
Power iOS optimization with the right MMP
Apple Search Ads and SKAdNetwork certainly help, but marketers still face ongoing challenges for iOS optimization. If you're also running Android campaigns, you must combine your iOS data from ASA with Android, in-app, and web data to get an accurate picture of your marketing performance. Interpreting SKAN data can also be tricky. This is where an easy-to-use Mobile Measurement Partner (MMP) comes in handy.
1. Unified data analysis
Apple Search Ads' device-level data only tells half the story. To truly understand user behavior, you have to combine ASA data with in-app insights. Without this integration, you're in the dark about whether ad clicks lead to conversions.
An MMP allows you to analyze the entire user journey in one place, helping you uncover crucial insights into conversion rates, user retention, and predictive lifetime value (pLTV).
2. Mobile marketing optimization
Optimizing your iOS marketing is just the tip of the iceberg for improving your overall mobile marketing strategy. To accurately compare performance between Android and iOS, you need to analyze data consistently across both platforms. However, there's a catch. The ASA dashboard falls short as it only provides basic metrics and doesn't measure the effectiveness of different ad channels.
A good MMP can deliver consistent analysis through attribution across multiple channels, helping you identify which channels are most effective and which drive the best user retention.
3. Easy SKAN Setup
Apple shares attribution data through SKAdNetwork, and you can access this data using an MMP. MMPs are authorized to receive and interpret SKAN data, making them essential for iOS app attribution. However, not all MMPs are created equal.
Setting up SKAN can be complicated, with intricacies that aren't always easy to navigate. That's why it's crucial to choose an MMP that simplifies the process. The right MMP will handle SKAN setup efficiently, automatically interpreting the data and presenting it in a user-friendly format you can act upon.
Ready to dominate iOS optimization? Get started with Airbridge
Airbridge offers a suite of powerful features to simplify your iOS optimization. You can seamlessly integrate Airbridge with Apple Search Ads in just a few steps. Once connected, Airbridge will collect, organize, analyze, and deliver detailed reports on everything from app installs to retention and pLTV, providing over 200 metrics for the insights you need.
If you use Apple Search Ads Advanced, Airbridge links your ad spend with campaign details like campaign names, ad groups, keywords, and creatives, giving you a granular view of performance. Plus, with updates every 4 hours, you won't have to constantly check into the ASA platform for real-time results.
Setting up SKAdNetwork with Airbridge is straightforward. Once you configure SKAN before launching your iOS campaigns, Airbridge will analyze SKAN data daily and integrate it with other performance metrics. Each ad channel may have different SKAN setup requirements, so be sure to review the detailed guides below:
Are you looking for an MMP to optimize your iOS marketing? Let us handle the heavy lifting so you can free your focus for strategic thinking.
