Best practices for In-app Event Optimization using Pangle placement

Dedicated campaign installs with In-App Event Optimization are generally available on Pangle single placement. Using autoplacement delivers traffic to TikTok. In-App Event Optimization events will remain unlocked for you once they meet the threshold of one event being recorded at the TikTok App ID level.

Best practices for In-app Event Optimization using Pangle placement

• Familiarize yourself with the dedicated campaigns In-App Event Optimization's functionalities and threshold before activating it.

• Privacy threshold impact and budget setting: In order to minimize the impact of null conversion values in SKAN postbacks, add sufficient budget for DC In-App Event Optimization campaigns. We recommend a daily target of 90+ installs per iOS 14+ campaigns. This can also be applied to SKAN 4.0's Crowd Anonymity.

• Optimization goal strategy: Select upper-funnel, early stage, event such as Registration the first time when optimizing for in-app events. By selecting an upper funnel event to optimize towards, the upper funnel event will happen before the Apple timer stops and will help to measure more return on advertising spend (ROAS) related event conversion data.

• Targeting: Don't set limited or narrow targeting during the test period.

• Reporting: Due to the impact of privacy threshold, advertisers may receive null conversion value in their SKAN postbacks, therefore the number of in-app event conversions may be under reported. Check the number of SKAN installs that didn't have any conversion value posted back under App Install SKAN Privacy Withhelds on TikTok Ads Manager dashboard. If your app is SKAN 4.0 ready, and you have transitioned to SKAN 4.0 in TikTok, you should expect less withheld installs due to Apple's Crowd Anonymity. This is only relevant if you have set up a coarse grained conversion schema that matches your business needs. However, the lowest Crowd Anonymity tier will still withhold conversions, so you should expect a reduced amount, but not zero.

• In-App Event Optimization ads performance and provide feedback promptly.

• Evaluation window: Limit campaign adjustments in the first 7 days to allow enough time for all SKAN deep conversions to get attributed and post back to Pangle. Due to the App Tracking Transparency (ATT) framework, postback data delay under the dedicated campaigns is expected to be heavy. So it is recommended to be patient after launching the campaigns.

Note: SKAN 4.0 has a postback delay for 3 different attribution windows. The chart below lists the attribution window and postback delay explanation for SKAN 4.0SKAN 4.0 Postback delay times:

Learn more about SKAN 4.0 and TikTok.