Do you have any tips for tracking on the Voluum platform?
It pays to start by reading the basic setup guidelines on the Voluum homepage.
These support pages will take you through some of the more technical setup parameters. Like how to configure postbacks, how to set up your traffic sources, etc.
Voluum Academy. Coming Soon
Within the next few months, we’ll be launching Voluum Academy. A learning portal covering the platform and performance marketing for beginner, intermediate and advanced marketers.
The Voluum Academy is free to use and you don’t need to be an existing client to use it.
You’ll also be rewarded certificates of completion for modules passed and future discounts to the Voluum platform.
Looking for more strategies from industry-leading experts? You can check out the Ultimate Website Ranking Guide with SEO Guru Craig Campbell. Or up your performance marketing game with top tips from super affiliate Tom Bell.
How has the new IDFA protocol affected the industry?
Let’s first unpack what IDFA is and how it used to work.
The acronym stands for Apple Identifier for Advertisers. A unique tracking system per Apple device locates and identifies a user by their iPhone code (or ID).
Every single iPhone has this ID. Previously, this information was widely available for marketers to use for targeting.
Marketers were able to match a user’s iPhone with their online activity and consumer preferences.
I.e, I would receive similar offers in line with my browsing habits at a later stage.
Recently, IDFA restrictions have been strengthened and are far less lenient than they used to be. Having opened an app, you’ll now see a pop-up with two options appearing on the screen. These being “Ask App Not to Track” or “Allow.” In doing so, this puts a lot of decision-making capability back in the court of the consumer.
For online advertisers, this can be tricky, as they dont have as much access to user engagement/interest metrics that were once readily available.
Changes come in the form of three magic letters. These being ATT. App Tracing Transparency.
With the launch of iOS 14.5, in order to get this information, every app owner now needs permission to track.
How do the IDFA changes affect the online advertising market?
It’s been widely discussed, and yes, it’s a blow to the online advertising industry in general.
Up to this point, IDFA has been a fundamental component of the mobile advertising ecosystem.
On average, only 4% of iOS users will allow an app to track their browsing habits.
That said, the overall opt-in rates are higher than we thought they would be.
At the end of the day, to stay successful and remain relevant, marketers need to pivot and be more creative in how and where they present this new prompting message.
Much like all aspects of digital marketing, it pays to adapt to the changing landscape, and to date, performance marketers are successfully dealing with this tracking revision head-on.
In short, it’s an ongoing, dynamic topic, and we’ll need to see where the conversation goes.
How will the IDFA changes affect Facebook?
I’m sure there was a small war between Apple and Facebook over this exact topic. Maybe in time to come, we’ll see some books or movies made on this very subject.
Facebook will be okay, especially in the long run. Their bottom line will likely be affected in the short term, but they will adapt to the changing landscape. Who knows, it might even be beneficial for them in the long run.
Any strategies for small businesses to keep generating money?
A sadder part of the overall story. With this new protocol, small businesses will suffer the most.
Targeting the right traffic will not be as easy as it used to be. In months to come, it may become more expensive and less efficient to advertise online.
Facebook went on record recently, stating that they will be focusing their efforts more towards small businesses. Giving them the tools they need to market effectively within the ongoing changes.
There may also be some interesting updates coming to the Instagram ecosystem in the next few months. Again, adaptability and agility are the keys here, and once small businesses can pivot towards this new norm, they should be able to pick up where they left off.
Finally, what are Voluum’s responses to these changes?
On the Voluum side, we haven’t seen a lot of impacts. Talking about mobile marketing specifically. Every campaign component can be tracked until an action has been taken or an app downloaded.
We also have and are continuing to expand our integration efforts by partnering with Appsflyer, a company able to track campaign activity post-app install.
AppsFlyer is a well-recognized mobile attribution platform capable of tracking and monitoring everything that happens within the app itself.
So if a client were to install a game that comes with the option to purchase level up points/install additional premium features etc. Appsflyer will be able to track the data that this action generates. They cover around 75% of the total market share and are doing a stellar job in managing their existing services to maximum effect.
When it comes to Voluum, the key element is a campaign’s Click ID.
While AppsFlyer is busy figuring out which campaigns the unique conversions come from, we have the challenge of attributing that same conversion into our own campaign tracking metrics.
The key element of our own integration is that we could grab the conversion coming to AppsFlyer without the ClickID or key element.