In-app advertising has been a game-changer in the world of Digital Marketing. A staggering industry worth USD 314.50 billion, expected to grow by 10% annually.
Things took a turn in April 2021 when Apple's iOS 14.5 update shook the foundation of this industry by mandating user consent for tracking, affecting the way marketeers historically optimised their App campaigns.
Before iOS 14.5, advertisers relied on SDKs or MMPs to send back conversion data, primarily using Device IDs. With iOS 14.5, Apple's privacy-centric stance led to users' rejection of tracking, resulting in conversion events sent back without any Device IDs.
This missing link caused a decline in ROAS, hindered remarketing efforts, and hampered performance. So, how do we recover App performance while respecting compliance and consent?
In the wake of iOS 14.5, advertisers found themselves at a crossroads, searching for reliable methods to adapt to Apple's privacy-first approach. This is where MMPs stepped in, aiming to bridge the gap.
MMPs utilise Apple's SKAdNetwork, a secure measurement framework, to provide attribution insights directly from iOS devices without compromising user-level data.
However, the reliance on MMPs presented its own set of challenges. MMPs rely on aggregated insights, which can sometimes be speculative in terms of App ROAS. This 'black box' approach can leave marketeers with limited visibility into campaign performance. To address these limitations and navigate the shifting landscape of user privacy, Snap has introduced App Conversion API (App CAPI) as a complementary solution alongside MMPs.
Similar to Web Conversion API on Snap, 'App CAPI' or 'Advanced Conversions' is a secure S2S connection, allowing advertisers to transmit App events using hashed first-party data.
App CAPI is the key to enhancing the relevance of your Snap App campaigns in the post-iOS 14 era. You can choose between direct integrations developed by your IT teams or opt for a turn-key solution like Datahash for a swift setup process, taking only 1-2 days.