Snapchat has introduced Unified Attribution, a new beta product designed to help app advertisers measure and optimise campaigns using Snapchat platform data and Mobile Measurement Partner performance signals in one view.
The product is currently in beta and is slated to launch later this year. It aims to give advertisers a clearer understanding of how Snapchat contributes to app campaign performance across the buyer journey.
Fintan Gillespie, Global Director, Ad Partnerships Group at Snap Inc., said the product would support faster campaign decisions.
“Unified Attribution will help our partners optimise app campaigns more efficiently and confidently,” Gillespie said.
“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.”
How Unified Attribution works
Unified Attribution brings together Snapchat platform metrics and MMP cross-channel performance metrics inside Snap Ads Manager.
For app advertisers, the aim is to reduce the gap between platform reporting and third-party measurement, giving marketers a more consistent view of campaign outcomes.
According to Snap, advertisers will be able to:
- Optimise campaigns using real-time signals, including MMP conversions.
- Scale investment in channels driving business outcomes.
- Understand campaign impact within Snap Ads Manager.
In testing, Product Madness achieved a 33 per cent lower CPA using Unified Attribution.
Snap points to MMP alignment
Snap said third-party measurement partners have become a more important source of campaign insight for advertisers, particularly as brands look to understand performance across multiple channels.
Unified Attribution is designed to break down platform silos by using real-time signals to help advertisers identify and optimise the Snap activity driving performance.
Bright Park, Principal PDM at AppsFlyer, said platforms are seeking stronger data to guide campaign optimisation.
“As platforms are developing their own campaign optimisation tools, they’re seeking out the best data to inform and guide campaigns for their advertisers,” Park said.
“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.”
Unified Attribution is available in beta, with advertisers encouraged to contact their Snap partner for further details.