TikTok partners with AppsFlyer to boost in-app measurement and performance
We teamed up with AppsFlyer to help digital businesses focus on post-install measurement and utilize these findings in their growth strategies.
TikTok teamed up with AppsFlyer, a mobile analytics and attribution platform and a TikTok Measurement Marketing Partner, to help digital businesses focus on post-install measurement and utilize these findings in their growth strategies. In support of this, AppsFlyer released In-App Event Measurement and Performance, a white paper that explores why identifying, measuring and increasing in-app activity is key for driving both acquisition and retention performance. All data used in the report was measured by AppsFlyer via integrations with leading media partners, as well as its propriety SDK implemented in its clients’ apps. Across the ecosystem, AppsFlyer analyzed 11B in-app events across 300M app installs.*
Why measure post-install activity?
Free-to-install apps have increasingly dominated the market but the growth opportunities and actual value is tied to post-install in-app activity. At the heart of post-install measurement are in-app events, which contain specific information about actions taken in-app, whether opening an app, completing a game tutorial, adding a product to a shopping cart, booking a flight, watching a video on-demand, or registering for a banking app. Identifying and measuring these important events helps marketers not only optimize their engagement and retention strategies but make much smarter decisions on user acquisition.
TikTok + AppsFlyer can help advertisers reach their goals
Digital businesses can use both AppsFlyer and TikTok's tools to take advantage of key growth opportunities. For example, earlier this year, TikTok launched the iOS 14 dedicated campaign experience in line with with the launch of Apple's AppTrackingTransparency (ATT) framework. This solution optimizes and reports based on Apple's install attribution solution called SKAdNetwork API. As a testament to the value of this solution, TikTok was ranked #1 in AppsFlyer's bi-annual Performance Index, specifically in the inaugural SKAN Index.
Additionally, if a company’s goal is to understand customers' engagement on their app, they can use AppsFlyer to determine which actions to measure based on the behaviors of their current consumer base. This information helps them focus on their strategies to achieve desired milestones.
For more insights like this, check out the report from AppsFlyer and TikTok. Here are a few things you can expect to find:
👉 What, how many, and in which ways you should measure in-app events
👉 Which SKAdNetwork (SKAN) conversion value schemas to use
👉 How long to extend your SKAN postback timer
👉 In-app event performance data: funnel conversion rates and video ads’ retention
The report also offers some key data findings, such as:
👉 The average app measured 35 in-app events, and at least 70% measure purchases, while over 50% measure registrations to capture 1st party data. That information has become key in the age of privacy.
👉 92% of app advertisers use TikTok’s Dedicated Campaign features to reach users on iOS 14 and above, which is up 15% since August.
👉 85% of non-gaming apps utilize in-app engagement related configurations to map their conversion value schemas in SKAdNetwork. In contrast, 84% of gaming apps measure revenue configurations.
Click the link below to read the full white paper.
*Data used was deidentified and aggregated.
