{"id":8429,"date":"2022-01-21T05:58:00","date_gmt":"2022-01-21T05:58:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8429"},"modified":"2023-11-02T09:28:51","modified_gmt":"2023-11-02T09:28:51","slug":"skadnetwork-ios-15-validate-and-reveal-install-sources","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/","title":{"rendered":"SKAdNetwork iOS 15: Validar y revelar fuentes de instalaci\u00f3n"},"content":{"rendered":"<p><strong>iOS 15 ha desbloqueado una serie de nuevos casos de uso que hacen que SKAdNetwork sea mucho m\u00e1s atractiva para los anunciantes. A pesar de ello, todav\u00eda no son muchos los anunciantes que lo aprovechan.<\/strong><\/p>\n\n\n\n<p><strong>He aqu\u00ed tres cosas sencillas, pero que a menudo se pasan por alto, que los anunciantes de todos los tama\u00f1os pueden empezar a hacer ahora mismo:<\/strong><\/p>\n\n\n\n<p>- Obtenga datos granulares de las SAN (redes de autoatribuci\u00f3n), por ejemplo, Facebook, Google<\/p>\n\n\n\n<p>- Valide las instalaciones que est\u00e1 pagando<\/p>\n\n\n\n<p>- Revelar el origen de los usuarios de la aplicaci\u00f3n<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Para aprovechar al m\u00e1ximo esta entrada de blog, utilice tambi\u00e9n nuestro\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">Gu\u00eda SKAdNetwork<\/a>\u00a0a su lado.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"2ndPotion - SKADGesti\u00f3n de redes y valores de conversi\u00f3n con Elixir\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/cY0jnPw6TOI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Puede que SKAdNetwork no sea una soluci\u00f3n de medici\u00f3n perfecta para los anunciantes, pero es la \u00fanica que puede abarcar a todos los usuarios potenciales y no corre el riesgo de ser bloqueada.  Es esencial que todos los anunciantes se familiaricen ya con SKAdNetwork, aunque actualmente s\u00f3lo reciba una fracci\u00f3n de sus presupuestos. Estos son los primeros cimientos para el \u00e9xito futuro de las campa\u00f1as de SKAdNetwork.<\/p>\n\n\n\n<p><strong>Pero antes, un breve descargo de responsabilidad:&nbsp;<\/strong>cada uno de los casos de uso se ve potenciado por el env\u00edo por parte de Apple de copias de los postbacks (con datos de SKAdNetwork) directamente a los anunciantes. Es importante se\u00f1alar que esto s\u00f3lo est\u00e1 habilitado para los usuarios de iOS 15. En otras palabras, si un usuario adquirido utiliza una versi\u00f3n anterior de iOS, los anunciantes no obtendr\u00e1n de Apple los datos de este usuario.<\/p>\n\n\n\n<p>A principios de 2022, en los conjuntos de datos de Tenjin, vemos que solo 55% de los usuarios utilizan las \u00faltimas versiones de iOS (15 o m\u00e1s reciente). Por lo tanto, se esperan algunas discrepancias cuando se comparan los datos de las redes publicitarias con los datos que Apple env\u00eda directamente.<\/p>\n\n\n\n<p>La lista completa de datos disponibles en los postbacks de SKAdNetwork est\u00e1 disponible en&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">documentaci\u00f3n oficial de Apple<\/a>.<\/p>\n\n\n\n<p>Para empezar a enviar los postbacks de SKAdNetwork a su lado, tendr\u00e1 que hablar con su equipo de ingenier\u00eda para hacer algo de magia tanto en su aplicaci\u00f3n como en su backend.  Si eres cliente de Tenjin, s\u00f3lo tienes que seguir los siguientes pasos&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">estos pasos<\/a>.<\/p>\n\n\n\n<p>Asumiendo que ya tienes toda la configuraci\u00f3n lista. Pasemos a los casos de uso.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"get-access-to-raw-data-from-google-and-facebook\">Accede a los datos en bruto de Google y Facebook<\/h2>\n\n\n\n<p>Cuando se puso en marcha SKAdNetwork, las RAS como Facebook y Google no pasaban los datos brutos de SKAdNetwork a los anunciantes, independientemente de que utilizaran o no MMP. Los datos s\u00f3lo estaban disponibles a trav\u00e9s de informes agregados y limitados. Muy probablemente, esto es algo que las RAS no cambiar\u00e1n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"before-ios-15\">Antes de iOS 15<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1600\" height=\"465\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?resize=1600%2C465&#038;ssl=1\" alt=\"\" class=\"wp-image-8434\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?resize=300%2C87&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?resize=1024%2C298&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?resize=768%2C223&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?resize=1536%2C446&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-11.png?resize=18%2C5&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"after-ios-15\">Despu\u00e9s de iOS 15<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1600\" height=\"535\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?resize=1600%2C535&#038;ssl=1\" alt=\"\" class=\"wp-image-8433\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?resize=300%2C100&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?resize=1024%2C342&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?resize=768%2C257&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?resize=1536%2C514&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-10.png?resize=18%2C6&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Sin embargo, Apple ha cambiado las reglas del juego con iOS 15. Los anunciantes pueden obtener datos brutos de SKAdNetwork para SAN como Google y Facebook directamente de Apple.<\/p>\n\n\n\n<p>He aqu\u00ed un breve ejemplo que muestra por qu\u00e9 esto es importante: All\u00e1 por agosto de 2021,&nbsp;<a href=\"https:\/\/www.adexchanger.com\/mobile\/facebook-undercounted-skadnetwork-conversions-for-iphone-12-users-since-february\/\">Facebook informa de un error que infravalora los ConversionValues de SKAdNetwork<\/a>&nbsp;durante casi siete meses. Si los anunciantes hubieran tenido entonces las herramientas para comparar los datos de Facebook con los de Apple, habr\u00edan tardado mucho menos en darse cuenta de que algo no iba bien. Por suerte, estas herramientas existen ahora.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"validate-installs-that-you-are-paying-for\">Valide las instalaciones que est\u00e1 pagando<\/h2>\n\n\n\n<p>Aunque las plataformas que no son SAN, como Applovin, Ironsource, Unity, pasan los postbacks de SKAdNetwork a los MMP, los anunciantes rara vez van m\u00e1s all\u00e1 de la comparaci\u00f3n de las instalaciones notificadas. Sin embargo, la validaci\u00f3n de las instalaciones nunca ha sido tan importante como ahora. Sin ella, los anunciantes simplemente no saben por lo que est\u00e1n pagando.<\/p>\n\n\n\n<p>Algunas redes publicitarias cobran a los anunciantes por las instalaciones de SKAdNetwork, pero no describen la l\u00f3gica que utilizan para atribuirlas. Por ejemplo, las redes publicitarias pueden informar de instalaciones por visualizaci\u00f3n o de instalaciones que no fueron generadas por el \u00faltimo clic. Si quiere saber por qu\u00e9 se le factura, debe saber c\u00f3mo interpreta la red publicitaria los datos de SKAdNetwork. No hay forma de saberlo sin bucear directamente en los datos de Apple.<\/p>\n\n\n\n<p>Adem\u00e1s, las redes publicitarias procesan por su cuenta los datos recibidos antes de enviarlos a los gestores de contenidos m\u00f3viles. Por lo tanto, pueden redactar algunos de los datos de las devoluciones.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"reveal-app-source-of-acquired-users\">Revelar el origen de los usuarios de la aplicaci\u00f3n<\/h2>\n\n\n\n<p>Se trata de un caso de uso poco frecuente que no exist\u00eda antes de la introducci\u00f3n de SKAdNetwork.<\/p>\n\n\n\n<p>Tradicionalmente, las redes publicitarias ocultaban sus fuentes de tr\u00e1fico a los anunciantes, pero Apple ha hecho que eso ya no sea posible. Uno de los campos de SKAdNetwork que se env\u00edan en el postback transfiere el llamado 'source-app-id', que se corresponde con el id de la app en la tienda de aplicaciones.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1600\" height=\"800\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?resize=1600%2C800&#038;ssl=1\" alt=\"\" class=\"wp-image-8432\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?resize=300%2C150&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?resize=1024%2C512&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?resize=768%2C384&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?resize=1536%2C768&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-9.png?resize=18%2C9&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Una vez que el anunciante conoce el origen de su tr\u00e1fico, puede evaluar la calidad del mismo y ver los patrones que le funcionan; por ejemplo, los usuarios con un alto LTV de anuncios proceden de juegos hipercasuales.<\/p>\n\n\n\n<p>Adem\u00e1s, los grandes anunciantes pueden utilizar esta informaci\u00f3n para llegar a acuerdos directos (sin intermediarios) con los editores de aplicaciones. Con las limitaciones actuales en la captaci\u00f3n de usuarios y la monetizaci\u00f3n publicitaria, es muy probable que el n\u00famero de acuerdos directos aumente dr\u00e1sticamente en 2022.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"access-raw-skadnetwork-data-with-tenjin\">Acceda a los datos brutos de SKAdNetwork con Tenjin<\/h2>\n\n\n\n<p>Los clientes de Tenjin con acceso a DataVault ya pueden ejecutar estos informes por su cuenta.<\/p>\n\n\n\n<p><a href=\"https:\/\/docs.tenjin.com\/en\/datavault\/\">DataVault<\/a>&nbsp;abre el acceso directo a los datos de SKAdNetwork a los anunciantes que no disponen de recursos para almacenarlos internamente. Esto incluye tanto los datos comunicados por las redes publicitarias como los comunicados directamente por Apple.<\/p>\n\n\n\n<p>Si est\u00e1 interesado en obtener una versi\u00f3n de prueba de DataVault, env\u00edenos un mensaje a info@tejin.com.<\/p>\n\n\n\n<p>Adem\u00e1s, si desea explorar m\u00e1s casos de uso exclusivos de SKAdNetwork, no deje de visitar&nbsp;<a href=\"https:\/\/meetings.hubspot.com\/carole12\/demo-session-with-growth-full-stack?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695083345320.1695095732931.7&amp;__hssc=105908124.78.1695095732931&amp;__hsfp=2360007836\">programar una llamada<\/a>&nbsp;con nuestro&nbsp;<a href=\"https:\/\/growthfullstack.com\/\">Crecimiento FullStack<\/a>&nbsp;equipo.<a href=\"https:\/\/www.youtube.com\/embed\/9N_ebvYMSOk\">https:\/\/www.youtube.com\/embed\/9N_ebvYMSOk<\/a><\/p>\n\n\n\n<p>En el v\u00eddeo de arriba ofrecemos un adelanto de los tipos de cuadros de mando de SKAdNetwork que los editores pueden crear gratuitamente con Google Spreadsheets y Google Data Studio.<\/p>","protected":false},"excerpt":{"rendered":"<p>iOS 15 has unlocked a variety of new use cases that make SKAdNetwork much more appealing for advertisers. Despite this, not many advertisers are taking advantage of it \u2013 yet. Here are three simple but often overlooked things that advertisers of all sizes can start doing right now: \u2013 Get granular data from SANs (Self&#8230;<\/p>","protected":false},"author":5,"featured_media":8431,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-8429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-skadnetwork"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SKAdNetwork iOS 15: Validate and reveal install sources - Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SKAdNetwork iOS 15: Validate and reveal install sources - Tenjin\" \/>\n<meta property=\"og:description\" content=\"iOS 15 has unlocked a variety of new use cases that make SKAdNetwork much more appealing for advertisers. Despite this, not many advertisers are taking advantage of it \u2013 yet. Here are three simple but often overlooked things that advertisers of all sizes can start doing right now: \u2013 Get granular data from SANs (Self...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/es\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-21T05:58:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-02T09:28:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2023\/09\/SKAdNetwork-iOS-15-Validate-and-reveal@2x-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Roman Garbar\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Roman Garbar\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/tenjin.com\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/tenjin.com\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\"},\"author\":{\"name\":\"Roman Garbar\",\"@id\":\"https:\/\/tenjin.com\/ru\/#\/schema\/person\/bbb089a8de6e9a87d102755431201f84\"},\"headline\":\"SKAdNetwork iOS 15: Validate and reveal install sources\",\"datePublished\":\"2022-01-21T05:58:00+00:00\",\"dateModified\":\"2023-11-02T09:28:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/tenjin.com\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\"},\"wordCount\":931,\"image\":{\"@id\":\"https:\/\/tenjin.com\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/tenjin.com\/wp-content\/uploads\/2023\/09\/SKAdNetwork-iOS-15-Validate-and-reveal@2x-scaled.jpg\",\"articleSection\":[\"SKAdNetwork\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/tenjin.com\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\",\"url\":\"https:\/\/tenjin.com\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\",\"name\":\"SKAdNetwork iOS 15: Validate and reveal install sources - 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Despite this, not many advertisers are taking advantage of it \u2013 yet. 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