App Install Ads
App Installs objective, optimizing for Clicks or Installs
Existing iOS app campaigns will not reach iOS 14.5 traffic, and in order to reach iOS 14.5 traffic, advertisers must create new dedicated iOS 14 campaigns. Advertisers will see a new toggle in Ads manager to indicate their intent to create an app install campaign to reach iOS 14+ traffic. These dedicated iOS 14 campaigns will have new limits of 11 campaigns, 2 ad groups per campaign for each iOS app. Deferred Deeplink option will not be available for the dedicated iOS 14 campaigns.
Note: Non Dedicated Campaigns will continue to deliver to iOS 14.4 and below versions even after ATT enforcement. That said, audience sizes will decrease as more users upgrade to iOS 14.5 so it's important to create iOS 14 dedicated campaigns to reach iOS 14.5 users.
Campaign Type | Pre-ATT | After ATT Enforcement (April 26, 2021) |
Dedicated Campaign | iOS 14.0+ | iOS 14.0+ |
Non-Dedicated Campaign | Full Traffic | iOS 14.4 and below |
App Profile Page for Installs
App Profile Page is a native instant page that gathers promoted apps information like App name, icon, ranking, promotion images and description etc. from 3rd app analytics platforms automatically. It also allows clients to edit some specific info components to add more context to display their app information on this page.
App profile page is designed to offer users an enriching experience with relevant app info, and to drive better conversions under iOS14 by collecting more onsite signals.
Recommendation: Advertisers who are currently running install optimization campaigns for iOS can benefit from using the App profile page to improve their delivery performance. You'll find the option to turn on the App Profile Page feature under the iOS 14 Dedicated Campaign toggle in the set-up flow when you create a new campaign.
App Install objective, optimizing for App Events
App Event Optimization is available for iOS 14 dedicated campaigns with support for five standard events (Purchase, Registration, Add to Cart, Subscription, Achieve Level) to use with "Install with In-App Event" and "In-App Event" solutions. When optimizing for in-app events, we currently only offer Lowest cost bid strategy. For install with in-app events, we only offer cost cap on cost per install. AEO is automatically unlocked for advertisers with a threshold of at least 1 corresponding SKAN events at the TikTok App ID level.
Recommendations:
Due to limitations of SKAdNetwork API, campaign performance fluctuations are expected. Keep in mind that iOS 14 dedicated campaigns receive SKAN postbacks with a delay of up to 72 hours. That said, if you still haven't received any SKAN conversions after this time, please revisit your conversion value schema design and measurement window to ensure it is set up correctly.
Make sure your campaign is getting more than 90 installs per day to meet the privacy threshold so that you are able to get post back for in-app events for all installs. Use the SKAN privacy withheld metric for your AEO campaigns to monitor the percentage of installs posted with null conversion values.
Performance Management
Given IDFA is used in bidding models, iOS14 users will be treated by TikTok's backend models differently from other users. Given that new bidding systems will be developed for iOS14 users, performance fluctuations are expected. We recommend closely monitoring the performance and delivery of all your iOS 14 app campaigns and, if necessary, adjust budgets and bids to achieve your goals. Some of the changes in performance are as follows:
Higher cost per action compared to existing campaigns. This is primarily due to delayed and reduced postback of SKAN: so consider looking at cost per action over a longer time horizon.
Difficulties in passing the cold-phase due to the delayed postback of conversions
Over-bidding: Cost per action rises a lot and exceeds your bid
Catalog Sales Ads (Dynamic Product Ads)
Given IDFA is used in bidding models, iOS14 users will be treated by TikTok's backend models differently from other users. This is one of the reasons why it's important to create a dedicated iOS14 campaign as described below.
Catalog Sales Ads with Find Prospective Customers audience, optimizing for Clicks or Installs: Existing iOS app campaigns will not be able to reach iOS 14.5 traffic. In order to reach iOS 14.5 traffic, advertisers must create new dedicated iOS 14 campaigns. Advertisers will see a new toggle in Ads manager to indicate their intent to create an DPA prospecting campaign to reach iOS 14+ traffic. These iOS 14 dedicated campaigns will have new limits of 11 campaigns,
2 ad group per campaign for each iOS app.
Please refer to the section on Account and Campaign Structure for more details.
Note: Non Dedicated Campaigns will continue to deliver to iOS 14.4 and below versions even after ATT enforcement. That said, audience sizes will decrease as more users upgrade to iOS 14.5 so it's important to create iOS 14 dedicated campaigns to reach iOS 14.5 users.
Catalog Sales Ads with Find Prospective Customers audience, optimizing for App Events: Clients can not currently leverage in-app event optimization for iOS 14.5+ dedicated campaigns for Dynamic Product Ads Prospecting.
Catalog Sales Ads with a Retarget Audience, optimizing for Clicks or App Events: New and existing campaigns will exclude iOS14.5 users.