When it comes to strategic data-driven decisions, only the truth will set you free. So, what is the Single Source of Truth (SSOT) when it comes to the data driving install attribution metrics?

While the recent depreciation of IDFA (The Identifier for Advertisers) caused some confusion across marketers, all is not lost. Yes, Apple may have made changes to SKAN, but that still leaves multiple sources of information to reconcile from. Good news right? Read on for some tips on getting to the SSOT.

When an install happens, we have different attribution sources, including:

  • SKAdNetwork: This is performed by iOS, on the device itself
  • ATT-consented users: based on ID matching (people who allowed tracking)
  • Non-consented users: attribution based on modelling done by the MMPs

The important bit to remember here is that Apple built the SKAdNetwork (SKAN) to protect privacy, so the data identified by SKAN is anonymised; which creates a key issue. It is difficult to determine if an install attributed by SKAN is also attributed via one of the other sources. The result? Data duplication.

What Does this Mean for Performance Optimisation?

This duplication would cause data throughout the funnel to be distorted, and here’s how. If we look at SKAN we might see 50 installs at the cost of $100 USD, giving us a CPI of $2. The MMP data might show 100 installs, and there could be some installs not attributed to any of the models, putting the real number of installs at around 120. But the 100 from the MMP would have duplication (same installs attributed by SKAN and MMP with no way to be accurate)!

So, costs could look like this:

SKAN: CPI = $2
MMP: CPI = $1

But the real CPI is 100/120= $ ~0.84!

This scenario will continue to differ in terms of the real eCPI, depending on the duplicated installs case by case. This is where SSOT comes in. It is the one framework that takes into account all sources of attribution and will be the benchmark to which we optimise to. As with any framework, there is a slight chance of marginal error, but when the data is unified this becomes immaterial as we optimise according to one baseline, guided by SSOT.

What Next?

Here’s how you switch on SSOT.

  1. Log in to your AF account
  2. Navigate to SKAN Conversion Studio in Configuration

3. Click on custom and then press continue

4. Turn on SSOT

5. Then, navigate to the overview dashboard 

6. At the top of the page, there is a toggle to turn on the SSOT feature ( Single Source of Truth)


You can reverse this by just turning off SSOT at any later point!

Need more info on the latest updates to SKAN 4.0?


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