More granularity! More data over time! But … still plenty of uncertainty over timing, transition, implementation, and so much more.

Apple’s announced SKAN 4, and in this Mobile Heroes Uncensored we dive deep into it with mobile growth expert and consultant Thomas Petit, who participates while being down with Covid (!!!). We chat about what we know and what we don’t know, and especially about the new areas of complexity that, he says, are great job security for consultants :-)

We also discuss:

Timestamps

0:00 SKAN 4

2:05 Best parts of the new SKAN 4

3:35 Worst parts of the new SKAN 4

5:20 The SKAN 4 transition is going to be tough

9:20 From 1 postback to 3

9:20 From Campaign ID to Source ID

10:20 Creative optimization in SKAN 4

13:45 Cohorts (sorta) but no customer journey

15:30 SKAN 4 and subscription apps

17:45 Coarse and fine values in SKAN 4

24:05 Fraud and SKAN 4

25:35 SKAN 4 and web

30:30 SKAN 4 launch date