What impact will iOS14 and SKAdnetwork have on your Snapchat Ads campaigns?

Last updated: 20/10/20

This post is part of a series of posts called “How key mobile media channels are responding to iOS14 and SKAdnetwork: Everything you need to know in one place”. In this post we explore in detail how Snap Ads campaigns will be impacted by Apple’s decision to make IDFA access opt-in for users. You can get detail for the other top iOS Self Attributing Networks (SANs) using the links below:

What is Snapchat Ads iOS share of wallet?

To start, let’s look at how significant iOS spend is for Snapchat Ads. We recently looked at ad spend by Operating System (OS) in a benchmark report of our customers. For Snapchat what we found was that 66% of their spend comes on iOS versus 34% on Android, so their advertisers do favour iOS.

Snapchat Ads OS revenue split

In terms of overall share of wallet they have a solid 6%, making them the fourth biggest SAN on iOS behind Facebook, Apple Search Ads and Google UAC.

Snapchat Ads iOS share of wallet

For more information on iOS share of wallet, download our quarterly benchmark report.

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What is Snapchat Ads doing about IDFA losses?

Like Google UAC, Snapchat has been publicly pretty quiet on how they’re reacting to changes so far. They don’t have the same complexities as Google do as a platform owner and advertising channel, but their advertising teams aren’t as significant as Facebook or Twitter’s given their less mature ad offering. This is more likely the reason behind their public silence. With a solid iOS spend we’d expect them to move soon though.

We anticipate Snapchat Ads using SKAdnetwork (SKAN) in a similar vein to Facebook and Twitter. This will likely see some limitations on campaign structure, real-time data and view-through attribution akin to what Facebook and Twitter have announced. However, we’re speculating at this point.

What does it mean for your Snapchat Ads campaigns?

It’s hard to fully prepare without an understanding of how Snapchat are reacting to iOS14, however, here’s a couple of things to start thinking about:

  • Measurement: Much like with Google UAC, we’d suggest a working assumption that Snapchat will use SKAN, as you’re building out your iOS14 reporting structure. There’s probably less uncertainty over Snapchat using this than there is for Google UAC, because they don’t have a Firebase equivalent. This will likely introduce limitations around delayed data and reporting granularity for Snapchat campaigns. The question of MMPs also comes up again and whether Snapchat will share SKAN data with MMPs? We would assume that it’s yes, however, limitations could apply as we’ve seen with Facebook.
  • View-through attribution and performance: Much like the other social channels we’ve covered, you will likely lose view-through attribution for Snapchat ads. This means that when Apple implements these changes the perceived performance of Snapchat will drop because their impact is better further up the funnel. However, media mix modelling will be able to help you regain some visibility and give credit back to channels like Snapchat. Equally, we’d expect Snapchat’s algorithms, like others, to require a learning period after these changes. Performance will fluctuate in the short-term and this means that if you can move campaign budget to Android in the short-term to hit performance metrics then do.

Concluding thoughts

It’s hard to estimate what the impact of these iOS14 changes will be on Snapchat campaigns without much information. However, we would assume that many of the same constraints you will face with Facebook and Twitter campaigns are going to be similar with your Snapchat campaigns.

It’s also likely to create more data complexity when you’re trying to understand full-funnel performance across channels and operating systems. Here at Appsumer this kind of data complexity is what we thrive on. We aggregate data from across the mobile advertising ecosystem and normalise it to automate unified performance insights for mobile UA experts. As we pull data from SANs, DSPs, Ad Networks, Agencies, TV Ads providers, MMPs,  Analytics tools, App Stores and internal sources we’re working with our customers to automate unified performance reports with a single view of performance across Android, older versions of iOS and SKAdnetwork data. If you’d like to learn more, get in touch and we’d be happy to explore solutions for you iOS14 headaches!

For now, give us a shout if you have any questions and check back here as we update this resource when more announcements are made in the coming months 👋

P.S. Don’t forget you can get more detail that we’ve put together by media channel using these links: