Unified Attribution is a beta product planned to launch later in the year. It aligns Snapchat performance data with Mobile Measurement Partners to help app advertisers evaluate and optimize campaigns in real time with greater confidence. It combines Snapchat platform metrics and MMP cross-channel performance metrics into a single unified view. Advertisers can optimize campaigns using real-time signals, including MMP conversions, and scale investments in channels that drive business outcomes. The solution also helps advertisers understand the full impact of campaigns within Snap Ads Manager. It reduces platform silos by using trusted third-party measurement analysis to guide spend across Snap’s solutions.
"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."
""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.""
""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""
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