Google has enhanced Performance Max reporting with new segmentation options for asset reports, allowing breakdowns by devices, time, conversions, and networks. Channel performance reporting now supports bulk downloading at the account level, cost visualization, and ROI columns. Users can segment results by conversion action and ad event type.
Additional diagnostics identify issues like limited serving due to restrictive bid targets. These updates aim to provide deeper visibility for optimization.
Banks lack unified attribution for owned channels (email, SMS, push), web, QR codes, and re-engagement, causing budget misallocation. Omnichannel attribution connects all touchpoints to deposits and loans, revealing that owned channels can be 2-3X more cost-efficient than paid ads. Cross-device journeys (e.g., mobile ad to desktop conversion) remain invisible in single-device attribution. Banking-grade compliance (SOC 2, ISO 27001) is maintained. Ad ops decision-makers can optimize budget allocation by comparing true cost per deposit/loan across channels.
The article discusses how mobile marketers can navigate 2023's economic slowdown, privacy changes, and post-COVID cooldown. Key insights include shifting from growth to profitability, prioritizing retention, diversifying channels, and adopting new measurement frameworks (SKAN 4.0, MMM, incrementality). Data shows apps spent $80B on UA in 2022 (5% YoY drop), iOS installs grew 16%, and non-gaming IAP revenue rose 20% while gaming fell 16%. Experts stress agility, LTV focus, and CTV growth.
TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.
AppsFlyer MCP connects Claude directly to live attribution data, replacing manual reporting and CSV exports. Gaming teams catch budget anomalies overnight, finance teams compress multi-hour analysis into minutes, and e-commerce teams close the gap between measurement and spend decisions. Setup takes under 60 seconds, enabling real-time queries on channels, cohorts, and ROAS. The key insight is that AI-powered analysis requires live data connections, not stale exports.
Over 75% of banking app users drop off after first session due to friction. AppsFlyer's Deep Linking Suite preserves user intent by routing customers directly to relevant in-app experiences from any entry point: web, QR codes, SMS, email, or app. Deferred deep linking ensures non-app users reach the intended destination after installation. Deep linking improves day-30 retention by 110% with personalized onboarding. For ad ops, this reduces wasted ad spend by connecting campaigns to actual conversions like account funding.
Liftoff's Creative Packages combine strategic services with AI-enhanced production to scale performance marketing. These engagements provide customized assets like video, playables, and UGC, supported by testing frameworks and performance insights. Marketers cut production timelines and overhead while improving asset quality through iterative, data-driven refinement. Key formats include Product Ads, Theatre Mode, and Playable2Video. AI tools like Cortex accelerate workflows without replacing human creativity, helping teams iterate smarter and align creative with campaign goals. Early results show UGC portrait videos outperform internal assets in value efficiency, and HTML interstitials boost CTR in lower-traffic placements.
Adjust expands its Meta integration to include view-through attribution (VTA) for AEM-eligible iOS App Promotion campaigns, rolling out October 27. This update automatically surfaces impression-based installs in Adjust’s reporting, requiring only enabling impression device matching. Ad ops gain richer, privacy-compliant campaign insights without affecting SKAN reporting.
The article compares Apple's SKAN (AdAttributionKit) and Google's Privacy Sandbox Attribution API, highlighting their approaches to privacy-first attribution. Key differences include reporting windows (SKAN's fixed 2/7/35 days vs. Sandbox's flexible 30-day buffet), data granularity (SKAN's 6 bits vs. Sandbox's 128 bits), and delay mechanisms. Sandbox offers more data but requires heavier tech investment and budget planning due to contribution budgets and noise. Both systems face challenges with low data volumes, emphasizing the need for adequate budgets and a unified measurement strategy via an MMP like AppsFlyer.
Local Services Ads (LSAs) for real estate are expanding across all 50 U.S. states, offering richer home listings with pr...
YouTube receives MRC brand safety accreditation for the sixth year, now expanded to include YouTube Shorts. This makes Y...
The Ads Decoded podcast final episode features Google product teams discussing Gemini models for Search and YouTube, plu...
Google Display Ads is transitioning into a unified Demand Gen platform, allowing display advertisers to manage GDN prese...
Google is introducing new ad formats powered by Gemini models for AI Mode in Search. These include Conversational Discov...
Google is testing new AI-powered ad formats in Search using Gemini models. Conversational Discovery ads answer specific ...