Snapchat has introduced a new optimisation and app measurement capabilities on its platform through Unified Attribution.
Currently in beta and slated to launch later this year, this new product accounts for multiple touchpoints across the buyer journey, aligning closely with Mobile Measurement Partners (MMPs), to help app advertisers evaluate and optimise campaigns in real-time with more confidence.
“Unified Attribution will help our partners optimise app campaigns more efficiently and confidently,” said Fintan Gillespie, Snap Inc.’s global director, ad partnerships group. “This new solution will better align Snapchat performance data and MMPs to help our partners make real-time campaign decisions that can really drive business growth.”
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.
With this, advertisers can: optimise campaigns using real-time signals, including MMP conversions; confidently scale investments in channels driving true business outcomes; and understand the full impact of campaigns all within Snap Ads Manager.
Third-party measurement partners have evolved and grown massively over the past few years. Advertisers look to these partners as trusted sources to help them understand their campaign impact holistically. Unified Attribution breaks down platform silos, allowing advertisers to use real-time signals to identify and optimise spend across Snap’s solutions that are driving performance.
“As platforms are developing their own campaign optimisation tools, they’re seeking out the best data to inform and guide campaigns for their advertisers,” said Bright Park, principal PDM at AppsFlyer.
“With Snap’s and AppsFlyer’s joint clients looking for the top performance data and trusted measurement analysis to drive campaign success, Unified Attribution brings these metrics together into one unified view for advertisers. This integration creates alignment and ease for brands to optimise their campaigns in real time, enabling them to reach new customers, drive ad spend efficiency, and grow.”
