With the release of iOS 14 and 15, Apple has made some big changes to the way apps are marketed. In this blog post, we’re going to take a look at the top three changes and how they’ll impact your app marketing strategy.
One of the most significant changes is the introduction of AppTrackingTransparency (ATT). This requires developers to get explicit consent from users before tracking them across apps and websites owned by other companies. This will have a major impact on Facebook’s ability to target ads, as well as the effectiveness of retargeting campaigns.
Another change is the addition of SKAdNetwork support for all app developers. This will make it more difficult to track conversion events, but it will provide more privacy for users.
Finally, Apple has made some changes to the App Store algorithms that will impact discoverability. These changes include prioritizing apps that are frequently downloaded and those that have high customer satisfaction ratings.
What does this mean for your app marketing strategy?
- You’ll need to find new ways to track conversion events: The SKAdNetwork support for all app developers makes it more difficult to track conversion events. This means that you’ll need to find new ways to track conversions, such as using third-party tools or relying on organic traffic
- You’ll need to focus on customer satisfaction: The changes to the App Store algorithms mean that you’ll need to focus on customer satisfaction in order to improve your chances of being discovered in the App Store. Make sure you’re regularly collecting feedback from customers and acting on it in order to improve your app rating
- You’ll need to consider alternative advertising platforms: The introduction of AppTrackingTransparency will make it more difficult for Facebook to target ads effectively. As a result, you may need to consider alternative advertising platforms, such as Google Ads or Snapchat Ads
Overall, the changes introduced in iOS 14 and 15 represent a major shift in the app marketing landscape. If you want your app marketing strategy to be successful, you’ll need to adapt and focus on new metrics for success.