Looking to get the most out of your iOS App campaigns? This guide explains how to use privacy-focused data, like SKAdNetwork and your own customer data, to improve how our AI models work and boost your campaign results.
Strengthening Your iOS Campaign Performance
Changes in how we measure things on mobile have brought in new ways to check how well your iOS campaigns are doing. It’s also changed how our models use important information to make your campaigns better. The main idea is to make our AI models stronger by using privacy-friendly signals. These include data from SKAdNetwork (SKAN) and your app’s first-party data that users agree to share.
Think of it like your phone: more signal bars mean better service. For your iOS campaigns, having more data helps them perform better.
Key Takeaways
- SKAN Conversion Data: This helps tune our AI models for more accurate results. Make sure your app is set up for SKAN, covering both initial installs and actions after the install.
- Consented First-Party Data: Data from users who agree to the App Tracking Transparency prompt also helps our AI improve campaign performance.
- On-Device Measurement: This solution uses your consented first-party data (like email or phone number) to increase the observable conversions for iOS campaign optimisation, all while keeping privacy in mind.
- AI Enhancements: Backend AI improvements have been launched to further boost iOS campaign performance.
- iOS Target ROAS Bidding: This is returning and will be available to more people in early 2025, allowing you to set a target return on ad spend.
How SKAN Helps Your Campaigns
SKAN conversion data is really useful for calibrating our AI models, which leads to better accuracy. To make sure this works well, you should set up your app with SKAN for both install and post-install measurement. We’re also improving our integrations with SKAN data. Currently, you can link your SKAN conversion value schema with Google Ads to improve how tCPA and tROAS bidding work.
Using First-Party Data for Better Results
When users agree to the App Tracking Transparency prompt, the event-level conversion data they share also fuels our AI. This helps improve your campaign performance. You’ll want to consider if using this prompt is the right move for your app, depending on your business and marketing goals.
Our on-device conversion measurement solution is another way to boost performance. It uses your consented, first-party data, like email addresses or phone numbers. This increases the number of conversions that can be seen for iOS campaign optimisation, and it does this in a way that respects privacy. Importantly, this process doesn’t involve any user-identifying information leaving the user’s device or being shared with anyone else, including Google.
Advertisers who have used this solution have seen good results. On average, they’ve seen a 12% increase in user installs and a 10% reduction in cost per acquisition (CPA) on Google’s own platforms.
Recent Updates and Future Plans
On top of making our models stronger with these signals, we’ve also introduced a range of backend AI-driven quality improvements since November 2024. These are designed to keep making your iOS campaigns perform better.
Looking ahead, we’re excited to announce that iOS target ROAS bidding is coming back. It will be available to more users in early 2025. This bidding method uses Google Ads’ latest AI models. It lets you set a specific target return on ad spend for your campaign, helping you find users who are more likely to give you that return, more profitably.
Final Thoughts
To sum up, the success of your iOS campaign optimisation really depends on the data our models can use. It’s important to feed them with key privacy-centric signals, such as aggregated data from SKAN and your app’s consented first-party data. Doing this will help you achieve lasting performance success. Thanks for watching! Don’t forget to check out our other videos for more best practices on iOS and SKAN measurement.
