Category: General

Google’s New Privacy Attempt for Children

Google’s latest announcement was focused on children’s digital security.

They are planning to make an update that will increase age-sensitive ads’ control.
According to the announcement, the update will restrict some ad targeting based on children under 18. In a blog post

Google said the update will allow all under-18s and their parents or guardians to request that photos of teenagersbe deleted from Google Image search results to decrease child abuse.

Furthermore, the new features, including “take a break” and bedtime reminders, were on the way.
For users who are 13 to 17, the autoplay can be automatically turned off. Also, more features will aim to allow the users to monetize their settings for their best well-being.

In the upcoming weeks, Google will restrict excessively commercial ads on YouTube Kids.

Those materials will include videos that focus on product promotion that encourages children and youth to spend unconditioned money

You can see the video below for a detailed analysis and explanation of YouTube’s latest updates:

ATT: Apple’s Privacy Changes Don’t Seem To Affect Gaming Apps’ Revenue

Apple’s iOS privacy modifications, which mainly introduced the App Tracking Transparency framework, shook the mobile industry. As we mentioned in our previous blogs, the feature gave the users the ability to control and see which app was tracking which data.

At the same time, Apple asked the users’ permission when entering the app if they allowed the app to track their data.

Marketers, and especially gaming apps, have been concerned about fewer imported applications being installed in Facebook ads.

Some businesses have delayed upgrading their apps to avoid the ATT message until they discover
a method to collect the needed data again.
Apple was, and still is, the primary target for the majority of mobile firms. They argue that Apple excludes rivals by blocking economically important information from being disclosed.

But when time passes, the data shows that ATT didn’t affect the mobile industries’ revenues and downloads. More than 3 of 4 Apple users have updated their iPhones to at least 14.5. Meanwhile, there was no decrease in the gaming app’s download rate. When we see the revenue of the apps, we don’t see a decrease either.

We know that Apple specifically prohibits fingerprinting to identify a device or a user individually. Still, some companies think that probabilistic attribution is a solution that can assist marketers in predicting if the ad reached a download or not. We need to say that probabilistic attribution is also controversial.

You can read the discussion and explanation in our previous blogs.

Can it Be the Next Big Thing?: Supply Path Optimization

There is a strong expectation from marketers to have a bigger ROI for every dollar spent. Meanwhile, the complexity and privacy issues in the digital area and the marketing that’s been thought of are being challenged. The urge and race to gain more revenue from ads sometimes result in unwanted consequences. Lately, a technology that’s giving promising signals is gaining attention: supply path optimization (SPO).

SPO refers to strategies developed by advertisers and/or demand-side platforms (DSPs) to provide the most direct, trustworthy, verifiable, and efficient pathways to publisher inventory.

According to Anupam Dikhit, Microsoft’s APAC director of digital, social, and experiential marketing, untransparent media always necessitates more investment. This perspective lacks a piece of specific information about the audience, causing uncertainty about where that dollar goes. In other words, untransparent ads cannot aim at a solely specific audience. That’s why tracking and measuring the money invested in that specific campaign is getting more difficult.

You can watch a webinar with Anupam Dinkhit explaining data-informed strategies:

To get more into the reasoning, we can say auditing, measuring, analyzing, and optimizing around a more transparent approach has traditionally been very laborious, which means marketers frequently rely on agency and tech partners for assistance.
Technology is improving in the future, with solutions such as supply-chain optimization and markets coming into play.

Finally, verifiable and direct campaigns might be the future of digital marketing. Automation is still required In addition, the most efficient ways need to be embraced.

 

In this newsletter, we mentioned Google’s latest privacy updates for youth, ATT’s effect on most mobile apps, and supply-chain optimization,

which is considered the new way of doing digital marketing. We will be following up on those topics and bringing you the latest updates. To be informed about what’s up, scroll down to subscribe to our newsletter.

Appgain Mobile Marketing Weekly News Digest
– Issue 7 –

Hello! This week we will mention Apple’s latest updates from WWDC and Google’s phaseout of the third-party cookie. 

The previous week, we put the ATT discussion on the table and mentioned the pain points of the Apps. Some of them came up with different data collecting ways, and some saw those solutions as temporary solutions to be restricted soon. Finally, we believe Apple will bring more clarity to the restrictions for the Apps to be prepared faster. 

Meanwhile, Google was working on privacy too: They announced that users would learn about the data share such as location, camera, or even outside the app activation. 

If you haven’t read it, you can visit the blog page here.

Google Postponed The Third Party Cookie Restriction 

Based on the company’s announcement, phasing out the support will start in mid-2023 and finish in late 2023. 

Vinay Goel (Privacy Engineering Director, Chrome) pointed that Sandbox Privacy, which includes removing Chrome’s third-party cookie support, made a significant process. But at the same time, he spoke for all of us and accepted that the ecosystem needs some time to understand and apply those changes. That’s why they decided to slow down the initiative. 

 

 

There are two stages for the third part cookie support removal: 

Stage 1 (Starting late- 2022) After Google completes the testings and launches the APIs in Google, they will announce the start of stage 1. During stage 1, marketers & apps will be required to adapt their services for 9 months. Goel mentioned that they would be sure if every app’s questions would be answered. Before passing to stage 2, the feedback process will be carefully held, he points. 

Stage 2 (Starting mid-2023): After 3 months of stage 2, third-party cookie support will be removed. 

A detailed schedule is expected to be announced soon. We will inform you about the news with our weekly blogs. (You can now scroll down & subscribe to our newsletter 🙂 ) 

Even this news can be seen as a great relief in these major changing times of digital marketing. If alternative methods are not in effect, it could cause a big choke for the ad tracking. Google has ramped up its Privacy Sandbox ideas, but the ad sector has mostly seen them as inefficient substitutes and didn’t find them enough. Google kept its silence against those reactions. 

Google also repeated its commitment to ensuring that third-party cookies are not substituted with other types of individual monitoring or “covert techniques” such as fingerprinting. It’s unclear how this recent move will affect third-party cookie solutions that have gained traction last year, such as The Trade Desk’s Unified ID 2.0 and Lotame’s Panorama ID. Anyway, the lengthier timetable for Google to build its own replacements may weaken these efforts.

To give a conclusion,  Google’s delay assures that issues about how to manage privacy and monitoring in digital marketing will linger for the foreseeable future. Getting it right is critical as the importance of digital marketing grows, but the lengthier timetable is likely to complicate matters for marketers. 

 

Apple’s Privacy Cautions from WWDF

Apple keeps leading the privacy protections among other tech companies after bringing live the ATT.

 The latest announcement includes some protections at Siri, iCloud, copy-paste, photos, and location features. Let’s see what are the news one by one: 

Process Audio of Siri Requests on Device:

The audio of users’ demands will be activated faster on their iPhone or iPad by default with on-device speech recognition. For apple, this solves one of the most serious privacy problems for voice assistants: uninvited audio recording. It’s also mentioned in the announcement and the conference that Siri demands will also be handled on-device, allowing them to be completed without an internet connection, such as starting applications, setting timers and alarms, altering settings, or controlling music.

iCloud+

Private Relay is embedded directly into iCloud, allowing users to connect to the web more securely and privately. While using Safari, Private Relay will keep the user’s device encrypted (preventing even Apple or the user’s network provider from seeing the data). All of the user’s requests are then routed through two different internet relays. The first assigns the user an anonymous IP address, while the second decrypt the site URL. As a result, determining who a person is and which websites they visit will be prevented.

Furthermore, Hide My Email allows users to use random email addresses that forward to their personal inbox whenever they want to keep their personal email address hidden. Hide My Email, which is built directly into Safari, iCloud settings, and Mail, also allows users to create and remove as many addresses as they need at any moment, giving users control over who may contact them.

Secure Paste

Developers may utilize the secure paste to allow users to paste from another app without knowing what was copied until the user takes action to paste it into their app. Users will paste without being notified by the pasteboard transparency notification when developers utilize secure paste.

Photos Limited Library Access

With expanded Images limit library access, developers will provide smart functionality even when a user has only allowed limited access. 

Sharing the Current Location

Users can easily share their current location with an app once with share the current location, without offering the developer additional access after that action. Developers will be able to personalize and incorporate the share current location button straight into their apps.

 

We will be checking the latest news and developments in the mobile marketing area and bringing them to you with our weekly blogs. To be updated, scroll down to subscribe to our newsletter! 

Hello!  In our new newsletter, we mentioned Apple’s latest announcements for developers from WWDC. 

• The highlight was on XCode Cloud, which enables developers to improve and work on their apps faster. 

• Built-in concurrency support for Swift will be available to anyone, but now only in the beta version. 

• They’re planning to revolutionize 3D writing with the Object Capture feature. 

• Google announced to remove Android Ads Tracking from the users who restrict app tracking, and lastly, the iOS 14.5.1 update has arrived to fix some bugs related to the Apple ATT. To read more, you can visit our previous newsletter. 

Today, we will bring you the latest discussions and news on Apple’s privacy issues. 

After Apple’s enforcement regarding users’ data privacy, apps started to generate new ways to understand their users for a better user experience and more to-the-point marketing. The strongest solution now focuses on fingerprinting. Some apps found the solutions as “bugs of the enforcement,” while others found them promising.

After that, we will go over the latest situation with the opt-in rates for ATT. 

Are Apple’s privacy restrictions unclear? 

We already know that using fingerprints to identify the users or the device is now specifically allowed. Some apps came up with a solution: “probabilistic attribution.” It is used to measure engagement with mainly these metrics:

• Anonymous user behavior in the app, 
• Install Time, 
• Click Time, 
• SDKAdnetwork Data

Those restricted data help apps measure engagement rates

With probabilistic attribution, apps can directly download and use the information for a specific campaign without using personal information about a user. This means the data will not be matched with an IP address. 

While apps that use fingerprinting for the ATT update are being rejected for using “algorithmically converting devices and usage data to create a unique identifier to track the user,”

In the rejection mail from Apple, the apps can see which commands caused the problem. Some examples: 

• local collation identifier
• local country code
• Local Grouping Separator

When the enforcements are not explained extensively, it creates time and effort waste and confusion for the apps. At this point, app developers and marketers expect more clarity from Apple. Most of the company believes fingerprinting will not fade as quickly, but it still cannot reach a consensus about what to do. Companies are trying to find out what the limitations and the borderlines are. Probabilistic attribution is one of the solutions for some measurement companies. 

The debate starts here: some say those solutions are short-sided. In other words, they are valid until they are warned to change the data collection. From another perspective, apps are only trying to test the cases to understand the limitations. 

Nicole Perrin, the eMarketer analyst, is underscoring the importance of Apple following the apps and informing them when the updates are out of line, so as not to create more confusion. To her, this is the only way to make the enforcements meaningful and useful. Other companies will follow an equal competition environment if this happens, and the mobile marketing field will be more balanced. 

Google Is Moving Forward With Privacy Policies

After Apple, Google is moving forward with a more privacy-oriented experience for its users. 

We wrote that Google’s privacy policies would be valid in a year. There is Android Ads ID removal for the users who disabled app tracking.

Now, Google is accelerating its work. The previous week, the firm launched its second beta for Android 12, a privacy dashboard that allows users to learn about which data the app is reaching, such as the user’s camera, location, or outside app activation of the user’s Android.

Mobile marketers are searching for alternatives, including consolidation with other apps to increase internal marketing capacity. 

While it’s too early to say how many users will restrict app tracking, Apple’s ATT can give us some probable insights. (check below) 

For further information, you can check out the video below:

What’s the Latest ATT Opt-In Situation?

After the day that Apple’s ATT restrictions arrived, on April 26, Flurry reported the statistics weekly. When iOS 14.5 first launched, the percentage of active mobile users who allowed apps to track was 31%. Even after it sharply declines, it keeps increasing. We interpret the situation as more apps get used to the new regulation and learn how to create better prompts to explain how the data will be used; the users’ opt-in rate increases. 

When it comes to the active mobile users who restrict app tracking, there has been a slight decrease in the rates since the first day, but it started to increase in the last two weeks. 

Apps are taking their time to prepare the best prompt to ask users more properly to track their behavior and why. You can check out some tips from our previous newsletter mentioning how to make a good ATT prompt.

Have You Verified Your Company Through Facebook and Google Ads? 

To launch your campaign with paid marketing on Facebook and use Google Ads, you must verify your company. Since it’s still pandemic, the process is taking almost 48 hours. To run your campaigns successfully, don’t delay it! 

To be updated about the latest news about digital marketing, scroll down to subscribe to our newsletter.

 

Do you want to find out the best ways to use Appgain customer segmentation to increase your revenue in the most effective way? Let’s start.

In this digital world with tons of competitors and users, reaching your target audience properly and engaging with them via segmentation is important.

While doing that, you need to know who you are approaching as the key to the solution. There are some questions you need to answer: 

• What is the desired action from the user?
• What is their stage in your customer funnel? 
• What will be the tested or being tested strategy to achieve that aim?

At every step of your customer journey, there are some user-behavior KPIs that can segment and target the users with personalized content. Here are some examples: 

• The users who purchased several times 
• The users who purchased above a specific price
• The users are based on their loyalty level.
• The users who refer

To achieve those actions, you need to know as much as possible about the user. 

For this, we use segmentation. You can categorize and approach a specific set of users who have displayed a specific behavior that you have decided on.

Still not sure about its impact and importance? Learn from Harlan Kennedy’s speech at Stanford: 

In this blog, we will go over some segmentation use cases to leverage your growth and increase your revenue. 

Decrease Your Churn With Segmentation: 

Churn rate is one of the strongest indicators of your customers’ satisfaction with your service. So you can go deeper with understanding the reason for the dissatisfaction and solve the struggling steps of your funnel. To find out more about the churn rate, check out our whitepaper about decreasing the churn rate. 

To engage with your users more and increase your revenue directly through loyalty, understand when your users stop using your product and segment those with a high churn risk. For example, you can see that most users who have two visits per week tend to churn. Then, segment the ones who have two visits per week and build a specific campaign for them. 

Understand the needs of your high-revenue customers:

You would lose $100,00 in income if you lost 20 clients who each paid you $5,000 per year. If you lost the same number of clients who each paid you more than $100k, you would lose $2 million in income. 

Specifically listen to your most loyal customers with the highest purchases.

• Creating a segment for your users with ARR > $100k helps you better understand your highest-paying clients’ demands. You can run special campaigns for them, notify them of their types of interests, or ask for their feedback by only reaching out to them. 
• You can compare their behavior with other segments or users and try to understand their actions to motivate other customers to do so. 

Increase your active users: 

After you engage with new users of your app, reach out to them to make your app a part of their routines to keep them involved and engaged. 

• • Create your segment based on the people who have just downloaded your app but don’t often launch it. 
  • You can segment the users who open the app frequently but have yet to make a purchase. Also, keep in mind that how you define an “active user” will vary depending on the type of app, as not all apps require a purchase every day—or even every week. 
  • segmentation, the users, to increase this desired action, “purchase.” With that, you can easily increase your revenue. 
  • You can send discounts or offers for the most recently visited products. Do 360-degree marketing to make them understand your value proposition, or use smart linking in your notifications to retarget them with a specific campaign later. In addition to the regular app push notifications we’re used to, you can also use web push. To learn about its benefits and solutions, visit our web push notification product page. 

  Create User Habits 

  Based on your product, be the first to remember when they need something that you can provide. 

  • Understand when and why your users complete a purchase. 
  • Create some habits based on those cases. 
  • If you are a traveling app, create a segmentation of the users who visit your app more than five times in two days during the holiday season and make some recommendations. If it’s summer, send them a blog prepared with SmartLink about how to avoid sunburn. 

  Make yourself a part of a specific process in which your solutions are involved.

  Location-Based Segmentation 

  Each location sometimes has its own priorities and interests. Here are some examples: 

• • If there’s really bad weather outside at a specific location, it can be a great way to let your users know about your product. If you are a streaming service, you can offer to grab their coffee and watch their favorite movie again.
  • If you are a food ordering app, you can remind them that you deliver pizza nearby without them needing to go outside.

  In an automated context, you can create segments based on location and run a campaign specifically for that area.

  • With each segment, you can create personalized and more effective campaigns at a lower cost. 
  • Understand your users’ common points and try to run your campaigns on a segment basis. 

  Develop Your Product With Segmentation 

  “When developing your product, the key aim is to meet the needs of your users.” 

  One of the best ways to see if your latest update meets the customer’s needs is to segment them. 

  • You can segment the users who used your latest feature and compare the increase in the desired action. 
  • For example, you just added a shortcut for the payment process. Segment the ones who use the shortcut and see if they use it regularly or if the purchase number has increased from previous times. It will give you direct insight into the success of your new feature and give a hint about what to do next. 

  Segmentation for A/B Testing and Remarketing

  To find out what works better or which user is reacting better, we use A/B testing. Now let’s spice it up. 

• segmentation of the users based on their reactions to your tests. 
• For example, you decided to run two different offer campaigns. You can segment the users based on their reaction to each offer. With that, you will have an insight into their interests, and when you want to increase their engagement, you can directly and specifically build a campaign for them.

 

Approach Towards Their Purchase Amount

• For more personalized and successful campaigns, you can segment your users based on their number or the total revenue in a day, week, or month. 
• If they purchase from your app three times a week, you can notify them when it is stuck at two purchases. 
• When a user purchases 3 times a week from your app, you can congratulate them more when they make their 4th purchase to increase the average weekly purchase number. 

To reach your max growth and triple your revenue with All-In-One Appgain tools & services, book a quick demo for more information: 

Apple News: Xcode Cloud

Apple yesterday announced Xcode Cloud, an innovative and helpful technology for developers. 

Briefly, Xcode Cloud combines many systems and technologies for developers. Developers can build, test, and distribute apps by utilizing powerful cloud services. At the same time, it allows individual developers and teams to be more productive and provide outstanding apps to their consumers. 

In other words, Xcode Cloud is a new cloud service for DevOps for Apple developers. Xcode Cloud, which is included in Xcode 13, provides a quick and easy solution for developers and teams of all sizes to build, test, and deploy high-quality apps even more effectively. Xcode Cloud can build apps on the cloud automatically, freeing up developers’ Macs for other activities.

Swift 

Apple’s rich and user-friendly programming language now has built-in concurrency support. This supports developers in building code that does many tasks simultaneously. This is critical for creating apps that respond to user input while also conducting additional work in the background. In addition, SwiftUI has revolutionized user interface development by making it as easy as possible to create attractive apps with the least amount of code.

Beginning on the 8th of June, the beta version will be accessible to developers. Apple says it will expand access to its free beta program over the summer and fall and release the final version in late 2021. Pricing and availability information were not provided during Monday’s WWDC presentation, but Apple promised that additional information will be shared with developers this autumn.

Apple points out that by using Xcode Cloud, teams would be able to detect and address errors more quickly. Developers may make changes to their code, and because it is saved and compiled in the cloud, the changes will be visible to everyone in the team.

We explained the two important features, Swift and Object Capture, for you:

Object Capture

With the Object Capture API, developers will easily and professionally create high-quality, photo-realistic 3D models of real-world objects. The feature will be available on iPhone, iPad, or DSLRs with 3D models optimized for AR. 

The retailers can provide better service, the designers will save time, and the developers will be relieved of working on an AR API for the app. 

To watch the Apple announcement video, check out the video below: 

Apple News: Xcode Cloud

Apple yesterday announced Xcode Cloud, an innovative and helpful technology for developers. 

Briefly, Xcode Cloud combines many systems and technologies for developers. Developers can build, test, and distribute apps by utilizing powerful cloud services. At the same time, it allows individual developers and teams to be more productive and provide outstanding apps to their consumers. 

In other words, Xcode Cloud is a new cloud service for DevOps for Apple developers. Xcode Cloud, which is included in Xcode 13, provides a quick and easy solution for developers and teams of all sizes to build, test, and deploy high-quality apps even more effectively. Xcode Cloud can build apps on the cloud automatically, freeing up developers’ Macs for other activities.

Swift 

Apple’s rich and user-friendly programming language now has built-in concurrency support. This supports developers in building code that does many tasks simultaneously. This is critical for creating apps that respond to user input while also conducting additional work in the background. In addition, SwiftUI has revolutionized user interface development by making it as easy as possible to create attractive apps with the least amount of code.

Beginning on the 8th of June, the beta version will be accessible to developers. Apple says it will expand access to its free beta program over the summer and fall and release the final version in late 2021. Pricing and availability information were not provided during Monday’s WWDC presentation, but Apple promised that additional information will be shared with developers this autumn.

Apple points out that by using Xcode Cloud, teams would be able to detect and address errors more quickly. Developers may make changes to their code, and because it is saved and compiled in the cloud, the changes will be visible to everyone in the team.

We explained the two important features, Swift and Object Capture, for you:

Object Capture

With the Object Capture API, developers will easily and professionally create high-quality, photo-realistic 3D models of real-world objects. The feature will be available on iPhone, iPad, or DSLRs with 3D models optimized for AR. 

The retailers can provide better service, the designers will save time, and the developers will be relieved of working on an AR API for the app. 

To watch the Apple announcement video, check out the video below: 

Google will remove Android Advertising ID from the users who have limited ad tracking.

Google stated that starting with Android 12, the Android Advertising ID will be canceled out for all customers who have disabled ad personalization in their device settings.

What is Android Advertising ID? 

It’s a feature that has been available since 2013. The Android Advertising ID is a device-specific ID that may be reset by each device and is the primary identifier used by advertising networks to offer retargeted advertisements. It is also used to generate audiences or suppression lists when launching a new campaign with a new media partner.

When Android users choose not to personalize their advertising, their Android Advertising ID cannot be used for ad targeting or retargeting. 

After Android 12, opted-out users’ Android Advertising IDs will be shown as a string of zeros. It’s expected to arrive in the fourth quarter of 2021. 

After Apple’s first move with ATT, digital marketing is shifting into more privacy-oriented times. As we mentioned in our previous newsletter, Google took a first step with the launch of the security section. Again, this news ensures that the future will be a security-driven era for mobile marketers. 

Apple released 14.5.1 to fix the ATT bugs.

Apple announced 14.5.1 to fix some bugs in the devices that enable app tracking. According to Apple’s explanation, an app tracking transparency feature affected a small group of users. This problem, which impacted certain users who turned off the option to enable applications to request monitoring, has been resolved in iOS 14.5.1 and iPadOS 14.5.1. Users will also benefit from several security enhancements with this release.

According to Apple’s update notes, some of the security upgrades are highly essential, security flaws have been resolved, and some of these vulnerabilities have been exploited. As a result, Apple advises customers to do the iOS 14.5.1 upgrade as soon as possible, citing the importance of the update.

Also, it is important to inform you that iOS 14.5.1 does not fix some users’ grayed-out App Tracking Transparency option appearing in the Settings screen. After upgrading to iOS 14.5.1, the “Allow Apps to Request to Track” button in the Settings app is still grayed out for certain users. 

You can check the video below to learn more about the Apple 14.5.1 Update:

We will focus on the latest update of Apple, iOS 15, and more next week. Scroll down to subscribe to our newsletter.

APPLE INTRODUCED SEARCH TABS ADS: 

Apple has introduced a new way for developers to advertise their apps:

 

Before Apple Search Ads, developers could still target certain topics to advertise their apps when customers searched on the App Store. 

If you put in “flight ticket,” for example, you get a Skyscanner or another flight sticker-selling app’s ad in the top space above the search results. 

The new feature will help apps reach consumers before they search. This will help the app reach a larger audience.

A new feature called “Search Tap Campaigns” will be placed on the App Store’s Search tab, which receives millions of visits every month. On the search tab, there are two sections below the search box: Discover and Suggested.

The discover section will show current App Store trends, while the suggested section gives recommendations on which apps to use. The ad will be placed at the top of the list of suggested apps. 

To watch an explainer video on how to use Google Search Console for better SEO, check out our recommendations. : 

After restricting most of the apps’ data tracking flexibility with the last update to iOS 14.5 (ATT), the new feature can be described as helping developers increase their revenue and ad flexibility. For further explanation, visit TechCrunch’s blog and Apple’s Search Ads page explaining search tab campaigns.

How to make a good ATT prompt

After the launch of iOS 14.5, a new privacy feature of Apple ATT has started to ask users if they allow the app to access their data. 

At this point, explaining the value and reason for apps at the ATT prompt became crucial.
Its importance comes from its intention to reach a better understanding of the users via those data. 

</h3 >

 

How do I write a good and to-the-point ATT prompt? What are the common mistakes, how the prompt should be designed, and what to mention?   We have a blog recommendation for you. We wanted to make the important points into bullet points. To reach the content, visit AppFigures’ blog.

• Fight with the common understanding that you are the bad actor instead of giving you a better-personalized experience. 
• Avoid confusion, and briefly explain why you are showing this prompt and what you want. 
• Give a reason (not a hook or prize) for people to allow tracking. It might be related to the free service you’re offering because of the ads or to trying to give more personalized service. 
• Be positive, but not overly so.
• Don’t frighten the users with the possibility of extra pricing.
• Keep it short.
• Don’t forget to mention the main benefit.

To be updated about our latest news & blogs, scroll down to subscribe to our newsletter.

 Appgain Mobile Marketing Weekly News Digest – Issue 3

This week, we will talk about Google’s future changing step about privacy issues & some tips for the marketers from Apple’s side. Since the rollout of the Apple ATT policy, many changes are happening from all users – apps and competitors’ side.  

As we mentioned the previous week, ATT prompts are still in the adoption process for the users. Also, the number of people who allow apps to track increases. At the same time, the number of people who opt-in to the ATT increases. Apps are complaining about the dominance & restriction that Apple has created, but inevitably, most of the apps integrate the ATT and give updates. Meanwhile, some apps have decided to take Apple’s action to court with the accusation of dominating & monopolizing the field. When there’s news on the legal side, we will be informing you. 

SURPRISING ACTION FROM GOOGLE: SAFETY SECTION FOR ALL APPS ON GOOGLE PLAY. 

The safety issue was both in the wonder of users and the marketers. Apple’s last update was critical on this situation because it wasn’t sure if this would be the new future or a clumsy attempt. If we accept that the ATT is just the first step and IDFA is gone, it means that a new way of marketing has just begun. 

Google’s latest announcement made the future more clearer:

“Android apps will be required to inform the users about the data until Q2 2022.” 

Which type of personal data an app collects and shares, also gives access to additional details that impact privacy and security.

Chronology Of The Feature: 

The policy requirements are told to be announced this summer. Here are the things we know for now in bullet points: 

• The Safety Section will include if the App is following a Family Policy, especially about child safety.
• It’s expected from the apps to provide accurate information. If Google Play discovers that the data usage is conflicting with the policy, it will be warned. When the app does not take action, policy enforcement will be applied.
  
• The apps will be expected to share which data is being collected.
  

It seems that it is different from the ATT in terms of the flexibility of the users to change the permissions but a way for apps to share & explain the data policies to the user in a better way. Still, informing the user about the data and all the policies will give us a clue that data collecting and processing will be regulated by digital distribution platforms for apps, with legal codes (we will see after Apple’s lawsuit). The next topic will explain how to adopt the change. 

APPLE SEARCH ADS INSTALL ATTRIBUTION FROM APPGAIN

Apple Search Ads is getting more value after the last update of Apple: ATT. So as Appgain, we have just added Apple Search Attribution to enable you to identify which users are acquired from Apple search ads campaigns. Update your Apple apps with Appgain SDK with no extra code or purchase needed, let Appgain show you the Apple search ads acquisition.

WEBINAR RECOMMENDATION FROM APPGAIN FAMILY: 

To help you to have the best Apple Search Ads strategy, we recommend you: Essential Apple Search Ads Strategies to Optimize Your Ads by Mobile Action.

Next week,  we will discuss how to make a good ATT prompt and introduce you to newly launched Apple Search Tabs Ads. In addition, we know how important it is to scale and optimize the Apple Search Ads to compensate for the flexibility that IDFA gave.

To be updated about our latest news & blogs, scroll down to subscribe to our newsletter.

 

Acquiring new users & turning them into active-loyal customers is every company’s aim. As we mentioned in our previous blog, understanding the user journey is the key to reach that aim, especially for mobile apps. In this blog, you’ll find the main points of the importance of conversion rate & how to increase the “order”, in other words, activation, the conversion rate for your company.

• What is conversion rate & why is it important? 
• The ways to increase the order conversion rate (OCR)?

What is conversion rate & why is it important? 

Conversion rate is the percentage of the users who made purchases from the ones that visited your website/ app.

There can be lots of desired action. Let’s remember the user journey: Awareness – Interest – Consideration – Action – Loyalty – Referral. For example, you want your users to refer you to their friends. It means you need to increase your referral conversion. Another example, you want to increase the number of orders. And this is the main topic of this blog. You can see the most basic calculation above, on the visual. The importance of this rate is that you can set & measure your metrics easily. 

The ways to increase the order conversion rate (OCR)?

First of all, remember that you’re not the only one who’s trying to increase their OCR. 

More than 80% of the basket (the percentage changes according to the industry) stays unpurchased.

Don’t get so pessimistic either, this blog will help you to start working on increasing your order conversion rate. Here are some actions you can take:

• Analyze where you lost most of your users. The payment process can be long, the product page can be complicated… If you think about it,  all of the reasons for the churn rate can be a valid answer to your question. To go deeper, you can check our whitepaper for churn rate. One of the tools to identify where you are losing your users, is to use Funnel Analytics
• Use remarketing pixels. Don’t just lose the users who come & leave without an order. On average, a purchase is being made after the user sees you or your product 7 times. Create remarketing links & build campaigns for those who clicked those links. To see more information, check our link remarketing blog.
• Make them subscribe: Keep your mailing list & community active. Inform your subscribers consistently if you want to be the first one to consider when they need a product from your service area. 
• Understand the user behavior & segmentate. Know their interests & prepare your campaign accordingly. 

 

• Use 360 Marketing: Communicate your user via different platforms. With this, you’ll understand which platform they prefer and you’ll remind yourself in more than one way. 

To check the use cases & strategies to optimize your order conversion rate, you can check the video below:

We will be writing for you to make your guide for increasing the conversion rate optimization with more details & more tips for action.

To be updated about the upcoming OCR whitepaper, scroll down to subscribe our newsletter.

Game-Changing Action From Apple: ATT

Apple is disrupting mobile marketing with its updates. Now there’s one feature that has been on the developers’ & marketer’s table for more than a year: Apple’s App Tracking Transparency policy. aka, permission-based IDFA tracking. And why does Apple create that kind of impact? Here’s the answer from one of our previous blog.

• What exactly is App Tracking Transparency?
• Pros & Cons From Different Sides
• How to Act Upon & After It Gets Live?

On the 28th of January, the international privacy day, they announced that ATT policies will be available with an IOS 14 update in the early springtimes. You can check the details from our relevant previous blog: 

ATT actually was expected to be launched in the IOS 14.4 update because, in the beta version, the policy was mentioned. But since there were already 3 important security issues, Apple didn’t give more information, they preferred to fix those leaks first. For further explanation, you can check the link at the begging of the paragraph. 

What exactly is App Tracking Transparency? 

So let’s start with the obvious question: What exactly App Tracking Transparency or ATT?

Shortly,  when users use an app, it’s possible to track the user’s actions at the other apps or at the website.

Currently, there is IDFA which protects the users’ personal information and at the same time enables you to show your relevant ads for the users after getting the user consent to be able to track their data. 

Now, Apple points that ATT is for adding transparency to the process of tracking which means users can see & decide which apps are tracking their actions or not. Here’s the “how” part: Users’ permission will be asked before tracking their data from other apps or websites.

At the Settings section, users will be able to see which app requested permission to view users’ actions outside their app. Also, users will be able to change the permissions as they want. 

 

The Discussions – Wrapped Up-

Dark Side Of The Coin

Some companies, including Facebook, Unity Software Inc, Snap Inc., Tekno Games, whose business model is based on ads got worried about the new change. After the announcement, they foresee a downsizing in the revenues generated by the App Store. Furthermore, the opposition even stands for the re-invention of the marketing is required after the change & it will take back the mobile marketing industry 10 years back.

Bright Side Of the Coin 

As an answer to the opposition argument, Apple stands for giving the user the flexibility & transparency to choose which data is being collected and how it’s used. They stated that the developers & advertisers will still be able to track and use the data. The only difference will be an extra step of getting the users’ permission at first and then making them able to control the permissions from the settings page. 

Separately from the discussions, the privacy & transparency issue seems to stay on the table for a long time. To see what needs to be done and what are the red lines for making the best use of your customer engagement campaigns, subscribe to our newsletter & we’ll let you know with the following blogs. 

 

Clubhouse Has Introduced Its Payments

Clubhouse, the latest audio-based social media app has received 10 million users’ attention. As in the latest social media actors feature race, some features such as story sections (LinkedIn, Instagram, Snapchat, YouTube) or short videos (TikTok, Instagram Reels) are being generated from one to another. 

The discussions started to rise about the audio-chat rooms after the big rise of Clubhouse. Twitter was already testing the feature, I recently launched it. Now, the tech world is wondering which platforms will add the feature. 

On the other hand, a payment system for influencers was another wonder, especially about Clubhouse. The expected announcement has arrived on the 5th of April, 2021. It’s now in a test phase with a small group but later on, all the members will be able to send money to the content creators at Clubhouse. 

The best part of the feature for the influencers is Clubhouse will not make any cuts on the money sent but there will be a small card processing fee taken by the senders. 

Fully aware of the influencer market’s value & growth, we will be following the marketing opportunities that Clubhouse brings to the sector. 

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