iOS 10 : Updates for Attribution and App Analytics Platform
iOS 10 came with some major changes and some minor tweaks. The rich media push notifications and a new way for users to interact with them are a whooping plus for CRM push notification platforms. The change with the ‘Limit Ad Tracking settings’ are a little dampening for the attribution, analytics and data tracking platforms. As a unified SDK and a one stop solution we had a mixed reaction to the news.
As an aftermath of the situation, we assessed and mitigated for the damage and here we are with our report on how the two major changes will affect the mobile advertising and app analytics world. The plus side:
There’s more good news than bad.
Push Notifications : A Richer Experience with iOS 10:
Push notifications have been around for a long time now. The buzz, ping and taps are sometimes viewed as a nuisance. Every time one lands on user’s iPhone, there is this unstoppable urge to check them but that doesn’t guarantee user interaction with your notification or your app.
With iOS 10, the way users’ interaction with push notifications changes. Not only does it allow you to send rich media push notifications for the user to view, it also allows your user to interact with the sent push notification while the screen stays off. Coupled with the new raise to wake feature, it ensures that an interesting, interactive rich media push notification engages the user before being whisked off.
What can you send?
For CRM push notification platforms this means going all out with their imagination and trying to get that targeted tap. Rich media, with augmented reality that extract a bit of user interaction or mini commercial videos and GIFs would work great.
How does the user interact with them?
A 3 D touch would expand the rich media push notification into an interactive window, for messaging apps one can write replies into the window and send them, for rich media push notifications one can view videos, GIFs and then tap on them to interact with the app.
Limit Ad Tracking in iOS 10:
There’s a tiny toggle button in the security and privacy settings in Apple devices in case you haven’t noticed, Everybody knows about the ad blockers, they have been the buzz in our mobile advertising segment for almost an year now. However , when a user limits ad tracking it’s like an iron curtain for the analytics tools trying to map user interaction with an advertiser’s’ marketing campaigns.
For dedicated and tech savvy Apple device users, the limit ad tracking feature is not new. In fact it has been around since iOS 6. There’s a substantial difference in how Apple reports it, however.
Before iOS 10 selecting the feature meant that the developers recognized that the device didn’t want any tracking and would send a device identifier with a relevant message in a flag indicating that the device with this IDFA has limited tracking. Which would mean that ad networks would know the installation request had come from this device and they could map frequency and source for attributions.
But, now the user device along with the advertising id will only send a value ‘00000000 0000 0000 0000 000000000000’.
And this is a clear indicator for ad networks to stop targeting that user . It also means that now an advertiser can’t have frequency capping on the device and attribution as well as event conversions could go undetected.
What do we plan to do ?
First of all, the number of people opting for the limit ad tracking option is just 15 % of the iPhone users globally. These people are generally not included in the prime targeted group. Secondly even after implementing the LAT (Limit Ad Tracking) there are still some probabilistic method like fingerprinting, server to server mapping/ identification to track attributions.
The good news, we can still get data that is of value to your marketing strategy and optimizes your marketing spends. Sit back and stay glued for more information on the latest updates from vendors, publishers and advertisers on the same.