With App Tracking Transparency implemented, many marketers found themselves wandering in the new privacy focus IOS world. Many know that the use of SKAN values will be key to optimizing your campaigns especially for the programmatic partners.
So here are 3 strategies to consider when you are setting up a SKAN conversion strategy.
Revenue Model
How it works:
We split different revenue into “Buckets”. (E.g. $1-$5 = 1, $5-$10 = 2, etc…) In revenue calculation, we can just take the middle of each bucket(E.g. 1 = $3, 2 =$7, etc…).
So when an user purchase $8, we will get a conversion value value of 2. In this way, we could track an estimate revenue of each user from various channels and post back to the channels for optimization purposes.
Pros:
- Able to track revenue and optimize towards revenue programatic model
- ROAS is a very important metrics
- Purchase matters a lot
- Revenue events happened rather fast after acquisition
Cons:
- Only track revenue
- Unable to track upper funnel events
- Low event count as purchase event might be at the bottom of the funnel
6-bits Event Model
How it works:
64 values fit well to 6 binary bits. Using 6 binary bits, we can map it to 6 events that the users can trigger.
We set 6 events as 000000. Each 0 represent an event and each event can only have 1 or 0 state.(e.g. 10000 or 000000 or 001001, etc…) 1 = triggered, 0 = not triggered.
By using this formula: each ((blahblah^blahblah)xn) represent each position of 0 in 000000. N being 1 or 0 depending on the event state
((2⁰) x n)+((2¹) x n)+((2²) x n)+((2³) x n)+((2⁴) x n)+((2⁵) x n)
So for example a 001010 will be equal to = ((2⁰) x 0)+((2¹) x 0)+((2²) x 1)+((2³) x 0)+((2⁴) x 1)+((2⁵) x 0) which is equal to 20
Nicer example below:
Pros:
- Able to track up to 6 events of your users
- Able to track user flow
Cons:
- Only track 6 events
- No revenue
Priority Model
How it works:
Priority Model will be the easiest to understand. Basically, it put the highest funnel event(E.g. tutorial start) as number 1 and count it down till 64 according to the user flow. Since we only get the highest conversion value(CV), we can assumed that the user have done all the other events before the highest conversion value.
Pros:
- Great for Linear user flow
- Highest priority event will be tracked while also giving you visibility on the previous event
- Able to track up to 63 types of events
Cons:
- Might take a long time for data to be post backed
- Doesn’t work for non-linear user flow
- Might miss out some user flow events
Need help with these? Feel free to PM me, happy to discuss!