Snapchat announced an expansion of its Unified Attribution approach for app marketers, which will enable more advertisers to combine Snap Ads performance insights with data from their chosen mobile measurement partner. The change is designed to let brands share more perspective on ad performance.
Unified Attribution merges Snapchat platform metrics and MMP cross-channel performance metrics into a single unified view and helps marketers better understand relative ad performance in the app.
Snapchat launched Unified Attribution in May with a selection of data integration partners and options.
This expansion includes users of AppsFlyer and Adjust, and all advertisers globally will now be able to access these options.
As explained by Snapchat: “By bringing Snapchat and MMP signals together, Unified Attribution gives app advertisers a clearer way to connect campaign decisions with the outcomes they value. Whether the goal is driving installs, improving onboarding, increasing purchases, or scaling efficient acquisition, advertisers can use the measurement signals they trust to guide optimization on Snapchat.”
Essentially, the option will integrate more data into a single display, giving advertisers more insight to help drive their ad decisions.
Snapchat said the expanded access and compatibility of its Unified Attribution approach will provide more ways for marketers to optimize campaigns. The update will also better align Snap Ad metrics with true business outcomes.
Snapchat has rolled out a range of updates to its app promotion options over the past year, including an expansion of Sponsored Snaps, which delivers app promotions directly into users' inboxes.
Given Snapchat’s relevance to young users, this is also a valuable vehicle for app promotions. As a result, these expanded data options could help to drive better response in the app.
