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<ul><li>One of the primary sources for app marketers to collect data is the Identifier for Advertisers (<keyword id="1026763" type="PERSON" weightage="20" keywordseo="IDFA">IDFA</keyword>) tracker but <keyword id="10404119" type="UNKNOWN" weightage="20" keywordseo="app-tracking-transparency">app Tracking Transparency</keyword> (ATT) updates by <keyword id="6354427" type="ORGANIZATION" weightage="20" keywordseo="apple">Apple</keyword> have limited that source.</li><li><keyword id="3247391" type="PERSON" weightage="20" keywordseo="Sanjay-Trisal">Sanjay Trisal</keyword>, General Manager of India, Southeast Asia, Australia, and New Zealand at <keyword id="2693878" type="PERSON" weightage="20" keywordseo="AppsFlyer">AppsFlyer</keyword> writes about its implications and a way to work around the ATT updates.</li></ul>Data is the ultimate source of information for all marketers to plan their marketing initiatives. One of the primary sources for app marketers to collect data is the Identifier for Advertisers (IDFA) tracker. IDFA is a string of random numbers/letters allocated to Apple mobile devices to track in-app events and activities. Hence, mobile advertisers use IDFA to deliver more personalized advertising. However, App Tracking Transparency (ATT) updates by Apple have now limited this source. ATT updates are inclined in favour of consumers making the privacy process more intuitive. It acts as a guideline for consumers, which concerns their data usage, and it gives a choice of whether to install it or not. Any newly downloaded app pops a message, asking for the user’s permission to enable IDFA tracking. Prior to the privacy updates, marketers had access to customer insights, which helped them measure the efficacy of an ad campaign and target different segments. With this new update, marketers fear limitations on user information. It is predicted that online advertising could become significantly less efficient because of the new constraints around tracking. Industry experts believe that budding businesses that shifted to a digital model will be affected by this new privacy policy owing to the pandemic. Let us draw how ATT updates will affect advertising and what measures app marketers can take to continue to achieve their goals amidst these restrictions. <cmsannotation type="cmsannotation" annotationid="Policy’s impact on measurement" text="Policy’s impact on measurement">Policy’s impact on measurement</cmsannotation> The changing dynamics: Marketers expect to see changes in the way they receive information and, in turn, target consumers. Without IDFA enabled, one might not be able to create efficient remarketing strategies across channels to analyze a customer’s in-app journey. This would not prohibit advertising, but it would limit ad personalisation. App-to-web and web-only platforms: App to web will be affected similarly as app-to-app. However, web-to-app and web-only or any owned media channels which do not use IDFA can continue to track data as they did before. Thus, marketers can always count on these platforms for their analysis. Since deferred deep links will have to rely on probabilistic models, marketers should be vigilant while maintaining the user experience. Android users: Nothing changes for Android mobile advertisers. As India accounts for a low percentage of Apple users; Android continues to dominate the market. However, in practicality, things might change for Android too. As Apple has started a revolution in user privacy, major supply partners will adapt to this change and might bring in products to overcome these challenges, which will have consequences not only on Android OS but the overall mobile marketing industry. <keyword id="11702406" type="UNKNOWN" weightage="20" keywordseo="skadnetwork">SKAdNetwork</keyword>: Apps looking to use more personal data, such as financial, food and drinks, gaming, and entertainment, search for a lower-than-average opt-in rate. For where an IDFA is not present, Apple has designed a solution that allows for permissionless, privacy-centric, aggregated attribution called the SKAdNetwork. This will enable marketers to measure the attribution of mobile advertising on iOS. <cmsannotation type="cmsannotation" annotationid="The solution" text="The solution">The solution</cmsannotation> The policy, undoubtedly, will bring tracking limitations that will impact the ability to identify the coordinates of the potential app users. For example, consider the scenario where a user in Mumbai gets served an ad for a company based in Nagpur. In this situation, the ad might get redirected to the local version of the website based on the customer’s location, and if a purchase is made, it wouldnot be adequately tracked. There would be similar problems faced with other kinds of tracking too. The following could be a few measures marketers can practice to improve marketing efficiency:  Internal audit of your partners: Conduct a thorough audit of your data best practices and ensure that you have no back doors where data might be leaked or compromised.  Strengthen your brand: Invest in brand advertising, whether digital or offline. The more your brand is known and trusted, the more likely users are to share data with you willingly in a trusting value exchange.  Continue to experiment: Continue to experiment and start with leveraging priming techniques like test and evolve your value proposition messaging before presenting users with the ATT consent form. By explaining to them how you will and will not use their data, you can gain their trust and increase the likelihood of opting in. Apple’s privacy-centric approach has brought about a revolution, and the consumers are in the driver’s seat. Hence, the digital era is now pushing businesses to be inclusive of customers' concerns. This shift is challenging but demands innovative solutions that will continue to cater to the audience without compromising on user experience quality.

Here is how to champion app marketing in the light of new ATT updates

<ul><li>Since Indians along with the rest of the world, spent most of their time at home during the pandemic, the dependency on apps increased substantially.</li><li>Domestic apps dominate the mobile marketplace, beating out foreign players.</li></ul> <a href="https://www.appsflyer.com/" target="_blank">AppsFlyer</a>, the global leader in mobile attribution and marketing analytics, launched the <a href="https://infogram.com/state-of-app-marketing-in-india-2020-1hnq4100mo39p23?live" target="_blank">State of App Marketing in India 2021</a> report, which underlined the growing popularity of domestic apps as they continued to climb up the ladder in India’s app race. The report's compelling findings showed an increase in India's app installs with 38.5 percent of market share, beating China and the US in 2020. Since Indians along with the rest of the world, spent most of their time at home during the pandemic, the dependency on apps increased substantially. The report shares key findings on increased user consumption in various app categories, offers an in-depth perspective and study of pan-India regional insights, developments in user acquisition, remarketing insights, and the effect of mobile fraud on marketing budgets. The study analysed 7.3 billion installs that were recorded in India from January 1st to November 30th, 2020, including 4519 apps covering Entertainment, Finance, Shopping, Gaming, Travel, News, Food &amp; Drink, and Utility verticals. The data sample also includes 933 billion app opens and 3.0 billion remarketing conversions. Demand from semi-urban areas fires up India’s app consumption: <ul><li>The overall mobile usage increased, and semi-urban areas emerged as the hub for mobile usage giving rise to an ideal opportunity to reach younger digital consumers. </li><li>States with predominantly semi-urban areas emerged as the new sweet spots for mobile usage.</li><li>Uttar Pradesh, which is India's most populated state, led the market in non-organic installs (NOI) at 12.10 percent, leaving behind Maharashtra at 11.49 percent due to the impact of lockdown. </li><li>Owing to the availability of cheaper mobile data and handsets, the tier 2, 3, and 4 cities saw a rise in mobile usage in Gaming, Finance, and Entertainment. </li><li>Additionally, various apps in different verticals were launched targeting lower-tier cities that boosted mobile usage in tier 2 and 3 cities. </li></ul>In the hyper-competitive app space fuelled by the growing choice of apps, keeping mobile users engaged with an app or app retention was a major challenge for marketers. Owing to the government lockdown's financial implication, app marketers have had to slash their budgets, resulting in lower overall spending, which led to a 12 percent decrease in app retention rates. The lower retention rate encouraged marketers to change their strategies towards remarketing. Sanjay Trisal, Country Manager, <keyword id="2693878" type="PERSON" weightage="20" keywordseo="AppsFlyer">AppsFlyer</keyword> India, “The State of <keyword id="2840966" type="PERSON" weightage="20" keywordseo="App-Marketing">App Marketing</keyword> report is the source of truth for apps to drive marketing success in 2021 and beyond. While Chinese apps have slipped in terms of overall market share (29%), Indian apps leveraged this opportunity by dominating the install volume (40%) in the country. Foreign apps from Israel, the United States, Russia, and Germany made further inroads into this rapidly growing market and are in line to challenge China. Closer to home, it is encouraging to see tier 2 and 3 markets provide tough competition to the metros when it comes to gaming, entertainment, and fintech. Regional content is a key by product of this trend, and it will be the next big pivot for app marketers.” Key user acquisition insights: <ul><li>Entertainment vertical enjoyed the fastest time to first purchase, often converting the user within the first 10 minutes.</li><li>Shopping events and promotions made for a significant rise in in-app purchases, and relaxed COVID-19 restrictions helped support the spike as well. </li><li>Overall, 50 percent of all app uninstalls happen within the day of installation. Uninstall rates increased as compared to last year – this insight paves the way for marketers to launch their remarketing campaigns. </li></ul> Remarketing insights: Owing to the above scenario and retention rates dipping, sectors like gaming, travel, and fintech that were most hit had to invest heavily into remarketing to incentivise their existing user base. These remarketing tactics proved to be highly effective and in twelve weeks the retention rate went up to 85 percent as compared to the sectors that did not invest in it. Therefore, app marketers need to analyse the marketing ROI and invest in remarketing campaigns that are providing better returns. Mobile ad fraud insights: While the report found that spend and reduced marketing budgets led to lower fraud rates across all apps, improved preventive measures also contributed to the decline in mobile frauds. Fraud will remain a serious issue and will come back in 2021 as soon as the marketing budgets recover. Travel, entertainment, and finance were the most affected verticals and will remain most vulnerable to fraud. Apart from being exposed to bot fraud, which is the most dominant fraud type, app marketers need to watch out for click flooding and install hijacking. Key ­­recommendations for 2021: <ul><li>Brands should look at measuring the incremental lift from remarketing campaigns to better understand their ROI and optimization of remarketing budgets.</li><li>Regional content plays a significant and growing role for marketers to acquire and retain users.</li><li>Marketers should seek fraud protection solutions to mitigate this perennial risk.</li><li>Maintaining a healthy mix of SRN, affiliates, agencies, and owned media is critical for marketers.</li><li>Remarketing campaigns, referrals and rewards will play a crucial role to re-engage and acquire new users.</li></ul>

App retention rate across verticals fell this year by 12%: AppsFlyer

<ul><li><keyword id="6496115" type="UNKNOWN" weightage="20" keywordseo="fake-app-installations">Fake app installations</keyword> are creating issue for <keyword id="6357247" type="UNKNOWN" weightage="20" keywordseo="Internet">Internet</keyword> companies in <keyword id="3658" type="COUNTRY" weightage="20" keywordseo="India">India</keyword>. </li><li>India has witnessed an 85% increase in fraudulent installs of apps. </li><li>The instance of frauds related to mobile app installations in India 1.7 times higher than the global average.</li></ul> Spam isn’t an entirely new concept, but that doesn’t keep fake app installations from being one the biggest concerns for Internet companies in India. According to <a href="https://economictimes.indiatimes.com/tech/internet/havoc-on-mobile-indian-internet-companies-grappling-with-fake-app-installations/articleshow/64023177.cms" data-type="tilCustomLink">reports</a>, the offer of cashback or other added benefits entices users to install and uninstall an app multiple times from different devices and IP addresses. Paytm, India’s biggest mobile payments company revealed that 20% of the Paytm app downloads are fake. Their definition of fake includes users installing and deleting the app without spending any significant amount of time interacting with it. This results in no returns for the company on cost of acquisition for users to install the app. In fact, mobile fraud has increased to such an extent that it’s proving to be an obstacle for Indian Internet companies. Despite increasing traffic on their platforms, they require more growth if they’re to survive in the competitive digital space. Even by global standards, India has 1.7 times higher <a href="https://www.tune.com/blog/mobile-ad-fraud-in-india-2-4x-higher-than-the-global-average/" data-type="tilCustomLink">instances</a> of fraud related to mobile app installations, than the world average. 17% of the total app installations in the country are fake. Not only is that high, it’s the <a href="https://mkt.tune.com/tmc-global-app-install-fraud-report.html" data-type="tilCustomLink">highest</a> in the world. Sanjay Trisal, country manager of India at AppsFlyer, a mobile analytics firm, told the Economic Times, “India is the number 1 country in terms of organic and inorganic app installs but we have seen an 85% increase in fraudulent installs of apps in the last one year.” He also thinks that the sheer amount of people online in India might have something to do with it, “While the incentive for fraud in terms of parameters such as money made per click is much higher in other markets, India is an attractive country for fraudsters due to the sheer volume of installs.”

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Here is how to champion app marketing in the light of new ATT updates

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App retention rate across verticals fell this year by 12%: AppsFlyer

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Indian internet companies have a fake app installation problem

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