This article addresses frequently asked questions about Apple’s App Tracking Transparency (ATT) policy changes and how product changes may affect you as a Google Ads advertiser. Most advertisers won't be affected. Learn more about Updates to iOS 14 campaign measurement.
What’s the difference between the reporting I observe for App campaigns and the SKAdNetwork report and what is available in App Attribution Partner reporting?
As of April 30, 2021, SKAdNetwork reports are available to all App campaign advertisers. SKAdNetwork reporting is one of multiple data sources to consider for campaign reporting. Compared to Google’s conversion modeling, SKAdNetwork has core differences in underlying logic and settings, which can lead to reporting discrepancies between the 2 methodologies.
To improve the quality and consistency of our modeled reporting in the Google Ads UI, we’re deepening our integrations with SKAdNetwork data. However, some level of discrepancy between the two are normal and expected. Learn more about these 2 methodologies and best practices for iOS App campaigns.
Additionally, App Attribution Partners (AAPs) have access to the same information of SKAdNetwork conversions and App campaign conversions. However, AAPs don't receive attribution claims on modeled conversions, so you’ll notice differences among App campaigns, SKAdNetwork, and AAP reporting.
What reporting details should I expect for conversion data captured through the new URL parameters?
Is it possible to observe longer delays for some of my App campaigns on iOS because of conversion modeling?
How do the new URL parameters work when the ad interaction occurs on a non-Google site? Do advertisers need to send Google the parameter themselves?
In what cases are these new URL parameters used?
How do I test whether the new URL parameter is working?
How do SKAdNetwork conversion values work with App campaigns?
Setting up your SKAdNetwork conversion value schema can help you measure in-app event performance and more effectively optimize your campaigns for post-install actions or a target return on your ad spend.
You can set up your conversion value schema through Google Analytics 4, a Google-approved App Attribution Partner, or the Google Ads API directly. It’s highly recommended that advertisers choose one place to set up their conversion value schema. Conversion value schemas set up through Google Analytics 4 can be exported with the Admin API. We also plan to introduce the ability to utilize your schema to improve the optimization of your tCPA and tROAS App campaigns. Currently, this is available in limited beta.
How does Google’s on-device conversion measurement compare to SKAN?
What metrics are collected with on-device conversion measurement?
What are the benefits of including the Google Analytics for Firebase SDK in my iOS app, beyond SKAdNetwork integration?
- Automatically measures key interactions, such as first opens and in-app purchases, for consented users. Learn more about Automatically collected events.
- Allows you to use Google’s on-device conversion measurement for iOS tools and improve conversion modeling and reporting for your iOS App campaigns.
- Allows you to experiment with explainer messages to communicate why your users should opt into personalized ads.
- Ensures your campaigns will be compatible with upcoming privacy-safe measurement innovations from Google.
- Helps you unify data across your app and website. Learn how to Set up Analytics for a website and/or app.
What’s the impact of running more than the recommended 8 App campaigns for installs?
How does Google model conversions when there's no shared identifier between ad interactions and conversions or when conversions can’t be measured?
We separate ad interactions based on whether we were able to observe the link between that ad and the conversion.
Then, we identify a group of similar-behaving users in the observable group and calculate their conversion rates. We also analyze other factors, including device type, time of day, and operating system, in order to assess similarity.
Google AI is trained to determine the likelihood of conversions across all users that interacted with the ad, even those that weren’t directly viewed because of browser or OS restrictions. We apply these training techniques uniquely for each advertiser’s specific business needs.
Then, we validate that our models are representative by leveraging data from other calibration signals, such as historical conversion trends. Learn more About modeled online conversions.
What are some signals used to power Google’s conversion modeling?
How do these new measurement solutions for iOS affect my bidding?
Our bidding systems rely on the measurement solutions used to collect data such as the Google tag (gtag.js), Google Tag Manager (gtm.js), and Google Analytics for Firebase. As we develop new measurement solutions like conversion modeling and new URL parameters, we closely monitor their effect on our bidding systems and make adjustments accordingly.
Campaigns using Smart Bidding will continue to set bids based on the most accurate measurement available. However, we recommend that you prepare for the above changes by closely monitoring the performance and delivery of all campaigns serving on iOS traffic. If necessary, you can also make adjustments to budgets and Smart Bidding CPA or ROAS targets to help you achieve your goals. For example, if you'd like to increase spend, you can raise CPA targets or lower ROAS targets as needed.If you’re running App campaigns with the Target ROAS bidding strategy, you should switch to Target CPA right away. Learn more about how Google is helping app developers prepare for Apple’s iOS 14 ATT policy updates.
- Preparing our partners for Apple’s iOS 14 policy updates
- Update your app for iOS 14+
- Helping app developers prepare for Apple’s iOS 14 ATT policy updates
- Updates to iOS 14 campaign measurement
- Ads on Air: Helping partners prepare for Apple’s ATT policy updates
- Ads on Air: Helping partners achieve more accurate measurement in light of industry shifts
- Best practices guide: Drive better performance and measurement for iOS App campaigns
- Driving growth in a changing privacy landscape: The digital marketing playbook
- 3 ways to plan for performance and privacy in iOS app marketing
- 5 keys to creating value with first-party data