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Measuring Campaign Performance with SKAN: Metrics to Consider

Measuring campaign performance is crucial for app marketers to evaluate the success of their advertising efforts and optimize future campaigns. With Apple's SKAdNetwork (SKAN), app marketers have a new set of metrics and data points to consider. In this article, we will explore the key metrics to consider when measuring campaign performance with SKAdNetwork, enabling you to make data-driven decisions and improve the effectiveness of your app marketing strategies.

  • App Installs

App installs are a fundamental metric to track when measuring campaign performance. SKAN provides attribution data for app installs, allowing you to understand the number of users who installed your app due to your advertising efforts. Monitoring app installs helps evaluate the reach and effectiveness of your campaigns in driving initial user acquisition.

  • Conversion Value

The unique feature SKAN offers is conversion value that allows you to track and optimize specific post-install events within your app. It enables you to assign a value to user actions, such as in-app purchases, subscriptions, or level completions. By measuring conversion value, you can assess your acquired users' quality and engagement level and optimize your campaigns accordingly.

  • Cost per Install (CPI)

Calculating the cost per install is essential for understanding the efficiency of your advertising campaigns. By dividing the total advertising spend by the number of attributed app installs, you can determine your average pay for each install. Monitoring CPI helps you assess the cost-effectiveness of your campaigns and make informed decisions regarding budget allocation and optimizations.

  • Return on Ad Spend (ROAS)

ROAS measures the revenue generated as a result of your advertising spend. With SKAN, you can track the revenue attributed to specific campaigns and calculate the ROAS by dividing the attributed revenue by the advertising spend. This metric provides insights into the profitability and effectiveness of your campaigns, enabling you to optimize your advertising strategies for maximum returns.

  • Retention and Engagement Metrics

While SKAN primarily focuses on the initial install and post-install events, it's essential to consider retention and engagement metrics to evaluate long-term app success. SKAN data can be correlated with other analytics tools to track user retention, session frequency, time spent in-app, or other engagement metrics. These metrics provide insights into user behavior and the overall quality of the acquired user base.

  • Attribution Window Analysis

SKAN provides attribution data within a specific attribution window set by Apple (currently 24-48 hours). Analyzing the timing of app installs within this window can help you understand the impact of different touchpoints and optimize your marketing efforts accordingly. For example, you can analyze whether users are installing the app immediately after exposure to an ad or if there are delayed installations.

  • Cohort Analysis

SKAN allows for cohort analysis based on conversion values and user segments. By grouping users based on similar conversion events or behavior, you can analyze the performance of different cohorts over time. Cohort analysis helps identify trends, user behavior patterns, and the lifetime value of different user segments, enabling you to tailor your marketing strategies to specific cohorts for better results.

  • Incrementality Testing

SKAN data can be leveraged to conduct incrementality testing, which involves comparing the performance of users exposed to ads versus a control group of non-exposed users. By measuring the incremental lift in key metrics such as app installs, conversion value, or revenue, you can determine the true impact of your advertising campaigns and optimize your targeting and messaging strategies.

Measuring campaign performance with SKAdNetwork (SKAN) provides valuable insights into app installs, conversion value, cost per install (CPI), return on ad spend (ROAS), retention and engagement metrics, attribution window analysis, cohort analysis, and incrementality testing. By analyzing these metrics, app marketers can evaluate the effectiveness of their advertising efforts, optimize campaigns for better results, and drive app growth and revenue. Leveraging SKAN data empowers marketers to make data-driven decisions and refine their app marketing strategies for maximum success.

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