In a strategic collaboration between Adjust, a subsidiary of AppLovin, and TikTok, a comprehensive report has unveiled pivotal findings regarding the impact of iOS SKAdNetwork (SKAN) campaigns on the landscape of mobile marketing. The research, centered on the migration to SKAN 4, illuminates a significant reduction in costs per acquisition (CPA) and a notable upswing in conversion rates.

Beta testing, involving 37 apps on TikTok across the UK, US, and Japan, forms the basis of the study, examining the implications of SKAN 4's extended 35-day attribution window for marketers. The transition to SKAN 4 resulted in an impressive 37% enhancement in TikTok's overall cost per acquisition, marking a substantial stride for mobile app developers aiming to optimize campaigns amid the complexities of evolving privacy-centric attribution models.

The report underscores a remarkable 220% surge in conversion rates, emphasizing SKAN 4's efficacy in enhancing the overall performance of mobile app campaigns. This surge translates into a more efficient and impactful user acquisition strategy, positioning TikTok as a robust platform for marketers.

Beyond cost-effectiveness, the improved metrics empower marketers to conduct precise evaluations of campaign effectiveness. This shift is pivotal in a landscape where accurate measurement and optimization strategies are crucial, especially considering user and data privacy considerations.

While some mobile app marketers express hesitancy about transitioning to SKAN 4, the report highlights a broader industry shift toward prioritizing user and data privacy. Embracing the functionality of SKAN 4 becomes imperative for growth marketers navigating the evolving iOS landscape.

In addition, the latest Adjust Growth Score has provided insights into the global performance of apps and app marketing. The report reveals a significant increase in the number of mobile internet users, from 700 million in 2015 to an impressive 1.29 billion in 2022. This data underscores the dynamic growth and impact of the mobile app landscape on a global scale.

Source: adapted from an article by Gizem Yilmaz, Author of Archives for Mobile Marketing Reads.