Singular

TikTok Advanced SAN: what you need to know. Yesterday we shared Singular's work with Meta in supporting Advanced AEM. Today we're sharing what you need to know about TikTok Advanced SAN. TikTok advanced SAN offers better visibility into TikTok’s true contribution to app performance campaign outcomes. It also provides more accurate conversion recognition and reporting. Under the new Advanced SAN integration framework, users with IDFAs will still be reported the same way as they always have been, while ad measurement insights for users who decline to be tracked will be measured in a privacy-compliant way. In short, under the new integration: - Measurement is more accurate - Measurement is faster - Measurement is richer, with additional data points Any questions: talk to your Singular representative.

Advanced AEM for Meta iOS app promotion campaigns is now here! Better data generally equals better results: - measurement for ATT opt-in and opt-out devices - privacy-safe - near real-time - more granular So we’re happy to be able to report that Singular supports Advanced AEM from Meta. Advanced AEM will give you a better data-driven understanding of the value of your new installs on iOS, while continuing to be privacy-safe. If you have any questions about this at all, please feel free to reach out to your Singular rep for more details.

Use of CAPI integrations exploded 300% at Snap in Q1 this year. But they're growing on every major ad platform. Why? Conversion APIs are so hot because attribution data richness drives better ad performance. CAPIs correlate advertisers’ first-party data about acquired customers with advertising platforms’ first-party data about who they’ve delivered ads to. Virtually every major platform now offers CAPIs. They also work extremely well cross-platform ... web, mobile app, console. They're not necessarily easy to build, maintain, and manage ... but if you're interested in CAPIs ... Singular has an easy button. Check out the latest Growth Masterminds for more ...

💁♀️ 10 tips for mobile UA on CTV? Here you go ... 92% of mobile user acquisition marketers say they are either currently running UA campaigns on CTV, or are planning to. But CTV is a very different world than in-app advertising. So in a recent webinar, we asked the experts for tips on how to win on CTV. Here's 10 learnings we extracted: 1️⃣ CTV is incremental 2️⃣ CTV is programmatic, RTB, targetable, and in multiple other ways buzzword compliant 3️⃣ Competition is weak in CTV 4️⃣ CTV is smart diversification 5️⃣ CTV works for gaming, fintech, e-commerce, and more 6️⃣ CTV is a very different animal than in-app ads 7️⃣ Don't make assumptions. For example, Subscription VOD doesn’t necessarily mean higher income than Ad VOD 8️⃣ CTV is at the intersection of brand and performance 9️⃣ Measurement on CTV is different, but critical 🔟 Be realistic in your bidding strategies … but also be crafty

📲 How many UA marketers are running CTV campaigns? Lots. It's a biased sample, but in our recent webinar: - 42% said yes - 50% said they're planning to - 8% said they're not, and have no plans The biggest obstacles for UA marketers to run CTV campaigns? - 48% said measurement - 34% said knowledge - 11% said creative - 7% said partners And the cost? - 61% said CTV is more expensive than in-app - 25% said it was the same - 15% said it was cheaper Thanks so much to Alexandre Pham from Vibe.co, Jake Richardson from Moloco, Ashley Parducci from tvScientific, and Evyatar Ram from Singular for being panelists! And thanks to all who attended and answered a poll 😉

📺 📺 Starting in 20 minutes! (And available forever on-demand) 📺 📺 😉 Join Alexandre Pham, Jake Richardson, Ashley Parducci, Evyatar Ram, and John Koetsier live.

EASY BUTTON: everyone wants an easy button. But there's no free lunch in advertising. You can go with Advantage+. You can go with Google App Campaigns. You can let your ad network set targeting, audience, reach. And sometimes that's amazing. But sometimes it's spectacularly wrong, and it costs you a lot of money and ton of missed opportunities. Last Growth Masterminds we had Lorenzo Rossi from REPLUG - App Marketing Experts on to chat. He shared the top 8 massive mistakes he sees app marketers make again and again and again. Here's just 1 of them: do your own homework. Make sure you Meta and Google campaigns (and all your other campaigns with other partners) are set up right to deliver what you need. Yeah, it's a bit more work. Also yeah, it pays big dividends.

😀 Top 8 massive mistakes in paid user acquisition ... MEME EDITION 😀 1. No MMP (and not setting your MMP up properly 2. Sloppy targeting, especially on Meta 3. Over-reliance on Apple Search Ads 4. Ignoring iOS in favor of Android 5. Using a 1-size-fits-all creative strategy 6. Lack of a holistic marketing strategy 7. Focusing on the wrong KPIs 8. Sticking to the basic basics of paid user acquisition We recently had REPLUG - App Marketing Experts co-founder Lorenzo Rossi on Growth Masterminds with John Koetsier. The topic: the 8 biggest mistakes in paid UA. It was fun. It was epic. It was insightful. This is a very brief summary, of course. Check out all the details in our blog post and in the Growth Masterminds podcast!

The best MMP for free? It's a very well-kept secret, but yes, Singular has a free tier. (Shhhhhh.) Which means if you're just starting out in your app growth journey, we've got your back. For free. That's just one reason why our startup and mid market business is exploding ... check out G2 reviews for many more 😉 😉 😉 "Great MMP partner for start-up companies!" - Nebile İşler

5 reasons you might actually need to think about UA via OEM ... 1. "Everything is an ad network," right? Well, OEMs are becoming publishers and ad networks 2. You only pay for Google Play Auto Install ads if the user actually opens your app (!!!) 3. On Samsung, Xiaomi, and other OEMs, you can use their own app store and skip Google Play fees (while negotiating a better split with your OEM partner) 4. Some OEMs have up to 150 different ad placements. It's not just lock screen and and -1 screens anymore ... 5. Ye olde factory preloads are untargeted and slow (6 month lag time) and don't include an element of user choice. BUT BUT BUT they are extremely cheap. Bet you haven't thought about this for a while: growing mobile apps via OEM placements. Reality check: today's OEMs have some key differences. So much more in our recent Growth Masterminds with Ashwin Shekhar from AVOW ...