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Could the supply be with you: Max revenue with SSOT

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Could the supply be with you: Max revenue with SSOT


Have you ever ever tried to observe a number of conversations on the identical time? Not straightforward, is it? 

But that’s precisely what UA managers are pressured to do, day in, time out, as they try to decipher fractured information sources. 

Because the iOS 14 updates that ushered in Apple’s App Monitoring Transparency (ATT) framework and SKAdNetwork (SKAN) measurement system, app entrepreneurs have been grappling with a number of information streams, siloes, and a lack of information indicators, inflicting big complications for attribution. 

All of the noise means information duplications are widespread — in some circumstances, we discovered they characterize as much as 62% of SKAN installs — and it’s troublesome to trust in your choices. 

Fortuitously, there’s a answer. It entails consolidating your siloed information right into a single supply of reality, so you may see the true worth of your advertising and marketing efforts and take motion to make your finances work more durable. 

From SOS to SSOT 

A single supply of reality (SSOT) cuts by the noise, serving to entrepreneurs get the trusted efficiency view they so desperately have to piece collectively a number of measurement frameworks. 

By deduplicating your information, you may guarantee every person is simply attributed as soon as, supplying you with a a lot clearer image of marketing campaign efficiency. And, when you’re clear on what works and what doesn’t, you may be rather more strategic in the way you allocate your advertising and marketing finances — in the end boosting your backside line. 

That’s precisely what occurred at Goodgame Studios, the place the advertising and marketing crew have been struggling to interpret information from parallel platforms and inadvertently counting installs twice. Utilizing AppsFlyer’s SSOT device has given them way more confidence of their projections, budgeting, and marketing campaign optimization choices. 

To see how you would begin reaping the a number of rewards an SSOT presents, let’s discover the hole between what you’re doing now and what you would be doing.

The distinction between your present bidding technique and SSOT

Bidding strategy vs. SSOT

In relation to internet marketing, with the ability to tweak your bidding technique and regulate your finances allocation accordingly provides your corporation a transparent aggressive edge. However how are you aware you’re making the correct choices?

Normally, present methods deal with optimizing in the direction of a sure KPI, be it tCPI, tCPA, or tROAS (with t standing for goal). Put these efficiency metrics into the SSOT prism, nonetheless, and your numbers behave otherwise, displaying higher outcomes than anticipated. Let’s discover out why. 

Pre-iOS 14, MMPs used to supply (nearly solely) last-touch attribution fashions inside their attribution window. However these days, attribution that depends on user-level information is proscribed and presents little or no certainty. How do you mix these strategies with Apple’s deterministic SKAdNetwork? 

You guessed it — SSOT. 

If you happen to have been aiming for a sure CPI and an SSOT confirmed you a decrease quantity than anticipated, which means a measurement hole has been stopping you from making a aggressive benefit.

SKAdNetwork vs. other models

Listed below are a few of the methods an SSOT may benefit your corporation: 

  • Extra high-value customers, for no additional value. 
  • Extra correct eCPI, based mostly on the true variety of installs — so you may see the place to spend and which campaigns to close down.
  • Higher ROAS, as a result of now you can attribute all installs to the right advert community.

Take a look at our earlier weblog to be taught extra about how an SSOT really works.

What may this imply for your corporation? 

SSOT potential business impact

In a nutshell: You’ll be able to develop extra correct bidding methods, justifying increased spend in the correct locations. 

Let’s say community A yielded 100,000 installs that value you $100,000. That offers you a CPI of $1. 

After deduping the numbers by an SSOT sifter, you uncover that, in reality: 

  • 200,000 installs got here in from community A 
  • eCPI is absolutely $0.5 
  • ROAS is increased than you thought it will be 

This implies now you can dial up the bid to $2, improve paid installs, and increase profitability, whereas conserving SSOT eCPI below $1.

Why is tCPI so essential? Utilizing SSOT, your spend stays the identical at $1, whereas your eCPI goes right down to 50c per person (eCPI = spend / SSOT enter). With a brand new tCPI in place, now you can strategy community A and ask them to “crank up the amount” to maintain the productive stream of installs coming. 

How you can implement a brand new bidding technique for SSOT

With SSOT as the brand new sheriff on the town, you may set a brand new CPI or tCPI based mostly on the ratio of present CPI divided by SSOT eCPI. You’ll be able to then apply this to every channel, marketing campaign, and even artistic.

Calculate your adjusted tCPI follows: 

tCPI / SSOT tCPI

Be aware that the spend pie will get larger, alongside the finances distribution for every media channel:

SSOT uplift x eCPI / SSOT eCPI

To be taught extra in regards to the potential influence an SSOT can have on your corporation – learn right here.

A phrase about budgets & the trail forward

SSOT budgets and path ahead

Understandably, budgets are more likely to stream in the direction of the upper potential uplift. If, alternatively, the SSOT eCPI isn’t considerably decrease, there’s no want to alter something in your finances allocation.

No matter occurs, prepare to watch your true CPI objective vs. your SSOT eCPI always, because the eCPI hole will naturally fluctuate every so often. And since it is a new bidding technique that can always change, make sure to not solely maintain a finger on its pulse, but additionally regulate it weekly. 

And in addition to shaping higher bidding methods, an SSOT can assist you get extra from all your present measurement fashions. By deduping information out of your mixture fashions, you may benefit from full LTV information based mostly on conventional attribution, in addition to full deterministic information factors from SKAN. 

Having certainty within the true outcomes of your advertising and marketing efforts is mission-critical. And with the ability to funnel your efficiency stats by the prism of an SSOT ensures you may constantly optimize your advert spend and (lastly) scale your corporation with much-needed confidence.

SSOT and AppsFlyer: regaining iOS visibility  

At AppsFlyer, we launched our Single Supply of Fact answer in 2022 to assist entrepreneurs thrive within the post-iOS 14 world. And we proceed to reinforce it with new options because the privateness and attribution panorama evolves.   

Shoppers select AppsFlyer’s SSOT to beat SKAN limitations, dedupe their information streams, and make smarter choices sooner. It provides you a 360° view of marketing campaign efficiency based mostly on information you may belief. Nonetheless have questions on SSOT? Watch our Ask us something: Single Supply of Fact webinar and let our consultants carry you in control.

Key takeaways 

  • A single supply of reality (SSOT) solves the challenges of siloed advertising and marketing information within the post-iOS 14 world, balancing information accuracy with person privateness. It deduplicates your information for correct attribution, enabling you to make knowledgeable choices about marketing campaign efficiency and spend. 
  • Particularly, an SSOT may give you a extra correct view of paid installs, eCPI, and ROAS. 
  • An SSOT permits you to always tweak your bidding technique as your eCPI fluctuates, supplying you with a aggressive edge as you bid increased on the correct channels.



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Di [email protected]

Emarketing World Admin, the driving force behind EmarketingWorld.online, is a seasoned expert in the field of digital marketing and e-commerce. With a wealth of experience and a passion for innovation, Emarketing World Admin has dedicated their career to helping businesses and entrepreneurs navigate the complexities of online marketing and achieve their digital goals. Through EmarketingWorld.online, they provide valuable insights, strategies, and tools to empower others in the ever-evolving world of digital marketing.### Early Life and Introduction to MarketingFrom an early age, Emarketing World Admin exhibited a keen interest in technology and communication. Growing up during the rise of the internet, they were fascinated by the potential of digital platforms to connect people and transform businesses. This early curiosity laid the groundwork for a career in digital marketing.During their formative years, Emarketing World Admin spent countless hours experimenting with website design, online advertising, and social media. These hands-on experiences sparked a deep passion for digital marketing and led them to pursue a career in the field. Their early projects ranged from managing small business websites to running grassroots online campaigns, providing a solid foundation for their future endeavors.### Education and Professional DevelopmentEmarketing World Admin’s educational background includes a combination of formal studies and continuous learning in the realm of digital marketing. They hold a degree in Marketing or a related field from a reputable institution, supplemented by specialized certifications in areas such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing.In addition to their formal education, Emarketing World Admin has actively pursued ongoing professional development. They regularly attend industry conferences, webinars, and workshops to stay current with the latest trends, tools, and best practices in digital marketing. This commitment to continuous learning ensures that their insights and strategies are always aligned with the evolving digital landscape.### Professional Experience and AchievementsWith over a decade of experience in digital marketing, Emarketing World Admin has held various roles, including digital marketing strategist, SEO consultant, and e-commerce specialist. Their career includes working with a diverse range of clients, from startups to established corporations, across various industries.Throughout their career, Emarketing World Admin has achieved significant milestones, such as successfully managing high-profile digital campaigns, increasing online visibility for numerous brands, and driving substantial revenue growth through targeted marketing strategies. Their expertise encompasses a wide array of digital marketing disciplines, including content marketing, email marketing, data analytics, and conversion optimization.### The Birth of EmarketingWorld.onlineEmarketingWorld.online was created out of Emarketing World Admin’s desire to share their extensive knowledge and experience with a broader audience. The website was launched as a comprehensive resource for individuals and businesses looking to enhance their digital marketing efforts.The platform features a wide range of content, including in-depth articles, how-to guides, case studies, and expert interviews. Emarketing World Admin is dedicated to providing actionable insights and practical advice that users can implement to achieve their marketing goals. The website also offers tools and resources designed to help users analyze their marketing performance and optimize their strategies.### Philosophy and MissionThe core philosophy of EmarketingWorld.online revolves around the belief that effective digital marketing is both an art and a science. Emarketing World Admin emphasizes the importance of data-driven decision-making, creative problem-solving, and ongoing experimentation in achieving marketing success.The mission of EmarketingWorld.online is to empower businesses and individuals with the knowledge and tools they need to thrive in the digital world. By providing valuable resources, actionable strategies, and expert guidance, Emarketing World Admin aims to help users navigate the complexities of digital marketing and achieve measurable results.### Personal Touches and Community EngagementOne of the distinguishing features of EmarketingWorld.online is the personal touch that Emarketing World Admin brings to the content. Their unique perspective and hands-on experience are reflected in every article, guide, and resource. Emarketing World Admin is known for their ability to translate complex marketing concepts into practical, easy-to-understand advice.In addition to content creation, Emarketing World Admin actively engages with the EmarketingWorld.online community. Through social media interactions, email newsletters, and direct feedback from readers, Emarketing World Admin fosters a dynamic and supportive environment. They are committed to addressing user questions, offering personalized recommendations, and building a network of digital marketing professionals and enthusiasts.### Looking AheadAs EmarketingWorld.online continues to grow, Emarketing World Admin is excited about the future and the opportunity to expand the platform’s offerings. Future plans include introducing new content formats, such as video tutorials and interactive webinars, and collaborating with other industry experts to provide even more valuable insights.Emarketing World Admin remains dedicated to staying at the forefront of digital marketing innovation and providing users with the tools and knowledge they need to succeed. Whether you’re a seasoned marketer or just starting out, EmarketingWorld.online is here to support and guide you on your journey to digital marketing success.

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