Have you ever downloaded a game or app after seeing it advertised on TikTok or Instagram? You tap, you install the app, and the next thing you know, you’re engaged in its ecosystem. But here’s the question: how does the app company know that YOU came from that ad? The answer is in something incredibly important (but not obvious): iOS install attribution. It’s the history detective of the app universe, unveiling message trails about the whereabouts of downloads – while still being compliant with user privacy laws. When app developers are looking for a trusted mobile measurement Partner, we look to partners like Apptrove to help developers shape the story behind every install.
What is iOS Install Attribution Exactly?
Have you ever thrown a party and had a ton of people show up? Wouldn’t you want to know who invited them? Was it your funny Instagram post? Was it your cool flyer? Was it your best friend being a great hype person? This is exactly what iOS install attribution is doing for apps.
This type of tracking allows app developers to understand what advertisements are driving installs to the app. Without using attribution, developers would be spending money on an advertisement without knowing what worked. With attribution enabled, we can say: “Okay, this ad drove 1,000 installs, and that ad drove 50,” that’s smart product marketing.
The Challenge of iOS App Tracking
A couple of years back, app tracking was pretty straightforward. Developers could see all kinds of granularity about where installs were coming from. Then Apple decided to give more privacy to users. With the iOS app tracking changes, apps can no longer follow you around unless you give them the ability to. This was a large shift for users (yay, privacy!) and app marketers (uh-huh, less data).
How can companies keep attributing installs while protecting user privacy? Bottom line: the next hero is iOS install attribution through new, privacy-compliant methods.
SKAdNetwork Solutions: Apple’s Solution
Apple didn’t just block tracking and leave developers in confusion. They rolled out SKAdNetwork solutions, which are a way for apps to determine which ads led to installs, while not disclosing your personal information. Think of it this way, instead of giving away your identity, SKAdNetwork says, “Yes, this ad led to an install” or “No, it didn’t.”
It is similar to a scoreboard at a sporting event. You can see that someone is scoring but who scored each point, you cannot determine. Our developers can leverage that to make adjustments in strategies. Additionally, when paired with iOS install attribution, it drives another line of sight on what ads are effective.
Privacy-Compliant Attribution
The best part is, modern iOS install attribution is not about how to spy on people. It is about privacy-compliant attribution — tracking your success without identifying who you are. For the user, it means you will see ads that matter (like that new game you may want to play) without the experience of someone you don’t know tracking your phone.
This curious combination of insights and privacy is the future of mobile marketing. Companies such as Apptrove specialise in helping developers create a privacy-friendly environment while still gaining insights into what drives the growth of their app.
What Are App Install Measurement
App Install Measurement is a bit of a voyeuristic scoreboard that never gets talked about for ad purchasers. Think, you spent $100 on ads. Did your ads bring you 10 new users or 1,000? App install attribution and measurement gives you that answer.
But it goes beyond attribution. Developers use this information to improve their games and apps. If they notice that a certain ad campaign is bringing them long-lasting users who play their games for multiple weeks, their next step will be to look at scaling their ad campaign to double their number of installs. If they see that they spent a lot on a campaign and the ads brought them players who were not happy and only played for 2 minutes, then they need to start to build a strategy to change how they engage players, and they may need a new ad campaign.
The Future of Attribution
As technology continues to advance, iOS install attribution will get smarter. Machine learning will help predict user behaviour, but SKAdNetwork solutions are going to keep evolving, too. Developers are going to rely on privacy-compliant attribution solutions to keep users feeling safe while continuing to improve their apps. iOS app marketing tools will keep evolving as well, providing insights that today might seem like science fiction.
Conclusion
Next time you install an app after seeing an ad, remember: the simple act of downloading an app comes after nuanced data sleuths went to work using iOS install attribution. Through iOS app tracking and SKAdNetwork solutions, the goal will always be to improve apps while keeping your privacy intact.
With app install measurement and tools for marketers, developers now know what is working and what is not. With the continued growth of smart iOS app marketing tools, developers will be able to continue improving the apps we’re using and providing us with knowledge and user experience that improve every day.
While you’re enjoying your new favorite game or app, just know that as successful as it is now, the very first step originated with someone asking the question – “Where did this install happen?” – which can be answered with iOS install attribution.
