Snapchat wants to help advertisers maximize their in-app promotions with a new unified approach to its optimization and app measurement capabilities. The updated strategy will enable app marketers to combine Snap ads performance insights with data from their chosen mobile measurement partner.
That approach will lead to more informed choices about Snapchat ad spending, since marketers will now be able to see integrated insights into campaign performance across different measures.
As explained by Snapchat: “Unified Attribution brings together Snapchat platform metrics and MMP cross-channel performance metrics into one unified view to drive improved performance against the outcomes advertisers value.”
Essentially, that will integrate a broader range of response signals all in one view, which will then better represent actual performance impact based on Snapchat promotions.
Snapchat’s integrated performance measurement will also be able to integrate SKAdNetwork measurements, bringing more data insight into the equation.
This unified approach will give app marketers more insight into how their promotions are driving actual response, based on signals from both inside and outside the app. The combined overview will provide more direction in terms of marketing approaches, while also giving app advertisers additional assurances about the displayed metrics.
Snapchat has rolled out a range of updates to its app promotion options over the past year, including an extension of Sponsored Snaps to app campaigns, which delivers app promotions directly into user inboxes.
The platform remains an influential tool among younger audiences. As such, it could be a valuable consideration for app developers looking to tap into this market, with these expanded insights helping to provide a more in-depth response overview to guide Snap ad spend.
