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I'm going to ask the same question here: If I run a Facebook ad campaign for my app and given that Apple already provides the SKAdNetwork attribution mechanism

by mojuba 5y ago

I'm going to ask the same question here: If I run a Facebook ad campaign for my app and given that Apple already provides the SKAdNetwork attribution mechanism, does enabling IDFA benefit my app, or it benefits only Facebook? Marketing people are trying to convince me IDFA is important for ad efficiency and thus should be enabled (with the spooky ATT popup in the beginning), but something is telling me it's not. I might be wrong and would really like to know.

disgruntledphd2 5y ago
If you want the Ad optimisation from FB/Google/whoever to work, it's important. More generally, if you want to be able to track your own users and where they come from, it matters. If all of your traffic is organic, then it's irrelevant.
- mojuba 5y ago
  So if there's SKAdNetwork attribution, why do I need to give the unique device ID to FB or Google in addition to that? They will know which ad led to the install via SKAdNetwork calls anyway, right? I know IDFA benefits them because they can connect the dots and know which apps are installed on a given device. But does my app's campaign benefit from that so much that I should go for the ATT popup?
  - disgruntledphd2 5y ago
    > So if there's SKAdNetwork attribution, why do I need to give the unique device ID to FB or Google in addition to that? They will know which ad led to the install via SKAdNetwork calls anyway, right? Nope, they'll only know that some percentage of impressions of an ad lead to installs. With their SDK, they'll know who installed, and they can then feed this back into their ML models to find more similar people for you.
    - mojuba 5y ago
      Thanks. I still doubt it though. Firstly even without the IDFA they can heuristically identify devices in vast majority of cases, in fact even more accurately compared to the IDFA method given the current opt-in rates of 30-50%. Branch does this with deep linking and it's pretty successful despite the tightened privacy on the iOS side (I can imagine how Branch and similar services irritate Apple). My hypothesis is that Facebook pushes developers to enable IDFA because it saves them some effort: of course it's faster and easier than heuristics. Therefore, apps don't benefit from enabling the IDFA. But I might be terribly wrong and am open to counter-arguments.
      - disgruntledphd2 5y ago
        Hey man, it's entirely up to you. When you have pretty rare events (like purchase/website conversions) every single one matters, but I feel like you probably have enough information to make an informed decision now.

by mojuba 5y ago

disgruntledphd2 5y ago

If you want the Ad optimisation from FB/Google/whoever to work, it's important. More generally, if you want to be able to track your own users and where they come from, it matters. If all of your traffic is organic, then it's irrelevant.

mojuba 5y ago
So if there's SKAdNetwork attribution, why do I need to give the unique device ID to FB or Google in addition to that? They will know which ad led to the install via SKAdNetwork calls anyway, right? I know IDFA benefits them because they can connect the dots and know which apps are installed on a given device. But does my app's campaign benefit from that so much that I should go for the ATT popup?
- disgruntledphd2 5y ago
  > So if there's SKAdNetwork attribution, why do I need to give the unique device ID to FB or Google in addition to that? They will know which ad led to the install via SKAdNetwork calls anyway, right? Nope, they'll only know that some percentage of impressions of an ad lead to installs. With their SDK, they'll know who installed, and they can then feed this back into their ML models to find more similar people for you.
  - mojuba 5y ago
    Thanks. I still doubt it though. Firstly even without the IDFA they can heuristically identify devices in vast majority of cases, in fact even more accurately compared to the IDFA method given the current opt-in rates of 30-50%. Branch does this with deep linking and it's pretty successful despite the tightened privacy on the iOS side (I can imagine how Branch and similar services irritate Apple). My hypothesis is that Facebook pushes developers to enable IDFA because it saves them some effort: of course it's faster and easier than heuristics. Therefore, apps don't benefit from enabling the IDFA. But I might be terribly wrong and am open to counter-arguments.
    - disgruntledphd2 5y ago
      Hey man, it's entirely up to you. When you have pretty rare events (like purchase/website conversions) every single one matters, but I feel like you probably have enough information to make an informed decision now.