Social Rocket
Snapchat is now making Unified Attribution available worldwide to app advertisers who use AppsFlyer or Adjust. The system combines Snapchat's own campaign data with the cross-channel measurement figures of the Mobile Measurement Partners directly in Snap Ads Manager.
Platform and MMP data in one optimisation
The problem behind the product is familiar to performance marketers: a platform optimises campaigns based on its own signals, while budget decisions often rely on the data of an independent MMP such as AppsFlyer or Adjust. Both systems can attribute conversions differently.
Unified Attribution is meant to narrow this gap. Snapchat can use real-time signals, including MMP conversions, for campaign optimisation. At the same time, advertisers receive the data relevant to their cross-channel measurement in a shared view. Further MMP partners are expected to follow.
Snap cites several results from the beta phase. For the French financial service Deblock, the company reports, among other things, 25 percent lower effective cost per install and 43 percent more app installs. Codeway reported a 18 percent lower CPI with higher scaling. For Mohegan Sun Online Casino, Snap reports a 89,8 percent higher ROAS and 77 percent lower CPI for the fourth comparison week.
These figures come from case studies by Snap and the participating measurement partners and should therefore not be understood as a general benchmark. For advertisers, the key point is that Snapchat is aligning its bidding and optimisation logic more closely with the signals on which performance teams already compare budgets across channels.
What changes for social media teams
For app campaigns, the new measurement may be particularly interesting where there have so far been larger differences between the results reported in Snap Ads Manager and MMP data. Teams should therefore not switch existing campaigns based on the published beta figures alone, but test Unified Attribution in a controlled way against their current optimisation.
For more Snapchat context, Srocket offers an overview of Snapchat's role in interpersonal relationships. If you work across platforms, you will also find the basics in our article on Instagram Marketing.
Source: Snapchat for Business.