This is the 23rd day of my participation in the More text Challenge. For more details, see more text Challenge

preface

Yesterday we introduced what Apple’s search advertising ASA is and what its advantages are;

Today, a brief review: user accuracy, high conversion data, more traffic security has not seen the small partner, strongly recommend to see first; Direct link: ASA Notes on Apple Search Advertising (1)

I’m going to talk about two things today

  1. The similarities and differences between ASO and ASA
  2. ASA puts how to access attribution

The similarities, differences and influences of ASO and ASA

ASA ASO
define Apple Search Ads Apple Search Ads, the main advertising AppStore, belong to keyword advertising App Store Optimization is the process of increasing the number of search entries for an App in the App Store and improving the ranking of search results. This can help you increase your App’s traffic and download conversion rate in the App Store, thereby gaining more users
Show the location App Store search results at the top of the first display, you can count the specific display times Keywords Natural ranking
Effect of monitoring Show, click, install, CPT, CPA, activate, retain, pay, and ROI can be detailed down to each keyword At present, precise optimization effects (such as activation and registration) can not be counted, but can only be calculated through the market year-on-year, quarter-on-quarter, relative to the model
Cooperation mode 1. Settlement with Apple: CPT, CPI 2 2. 1. The World’s largest economy

Impact:

  1. In THE ASA advertising algorithm, the weight factor has a very large impact, so ASO needs to cooperate with the ranking of the list to improve the weight, so as to improve the ASA display volume
  2. ASA can see the data of each keyword and measure the quality of keywords (ROI, retention, etc.), which in turn can provide accurate data support for the word selection of ASO
  3. ASA AD placement is always the first in search results, and the original Top1 natural results of ASO can only rank second, so the effect of keyword amount of ASO will be reduced. However, ASA can only place the top one AD, and the next 2-20 ads still require ASO intervention.

In general, ASA and ASO have their own strengths, and they can play a greater role when they work together.

ASA data attribution

Data attribution: How do you monitor how many downloads and activations an AD in the App Store generates

Attribution analysis:

Third-party attribution tools

There are several foreign comparisons, after all, ASA has been very mature in foreign countries

Self-attribution tool building

Apple released a new AdService Framework attribution scheme in January 2021. This solution does not rely on IDFA, is not subject to user privacy policies, and is 100% attributable on iOS 14.3 and later devices.

After March 2021, iOS 14.3 and higher will have more than 50% coverage

  • In step 1, the AdServices framework initiates a call request to generate the token.
  • In step 2, the AdServices framework generates the token.
  • In the third step, MMP or developer makes a RESTful API request using the token, and Apple’s attribution server returns the attribution data.
  • Step 4: The attribution data is returned as key-value pairs in field format that correspond to the AD series in the Apple Search Ads AD series Management API.

1) Obtain token (Objective-C)

#import <AdServices/AdServices.h>

- (void) methodToGetToken {
    if (@available(iOS 14.3, *)) {
        NSError *error;
        NSString *token = [AAAttribution attributionTokenWithError:&error];
        if(token ! =nil) {
          // Send a POST request for attribution data}}else {
        // Fallback on earlier versions}}Copy the code

2) Get attribution data (Objective-C)

- (void) attributionWithToken:(NSString *)token {
    NSURLSessionConfiguration *configuration = [NSURLSessionConfiguration defaultSessionConfiguration];
    NSURLSession *session = [NSURLSession sessionWithConfiguration:configuration delegate:self delegateQueue:nil];
    NSURL *url = [NSURL URLWithString:@"https://api-adservices.apple.com/api/v1/"];
    NSMutableURLRequest *request = [NSMutableURLRequest requestWithURL:url
                                                           cachePolicy:NSURLRequestUseProtocolCachePolicy
                                                       timeoutInterval:60.0];
    [request addValue:@"application/json" forHTTPHeaderField:@"Content-Type"];
    [request setHTTPMethod:@"POST"];
    NSData* postData = [token dataUsingEncoding:NSUTF8StringEncoding];
    [request setHTTPBody:postData];
    NSURLSessionDataTask *postDataTask = [session dataTaskWithRequest:request completionHandler:^(NSData *data, NSURLResponse *response, NSError *error) {
        NSError *resError;
        NSMutableDictionary *resDic = [NSJSONSerialization JSONObjectWithData:data options:kNilOptions error:&resError];
    }];
    [postDataTask resume];
}
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Returns an example of an attribution packet

{
  "orgId":1234567890."campaignId":1234567890."conversionType":"Download"."clickDate":"2021-01-11T06:41Z"."adGroupId":1234567890."countryOrRegion":"US"."keywordId":12323222."creativeSetId":1234567890."attribution":true
}
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That’s all for today’s sharing;

I’ll share it tomorrow

  • For attribution schemes prior to iOS14.3

  • Differences between ATT, iAd, SKAdNetwork, and AdServices FrameWork

Reference:

www.aiyingli.com/34522.html

www.cifnews.com/article/799…

Lbadvisor.com/docs/apple-…