{"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\/pt\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/","title":{"rendered":"SKAdNetwork iOS 15: validar e revelar fontes de instala\u00e7\u00e3o"},"content":{"rendered":"<p><strong>O iOS 15 desbloqueou uma variedade de novos casos de utiliza\u00e7\u00e3o que tornam a SKAdNetwork muito mais apelativa para os anunciantes. Apesar disso, ainda n\u00e3o s\u00e3o muitos os anunciantes que est\u00e3o a tirar partido dela.<\/strong><\/p>\n\n\n\n<p><strong>Aqui est\u00e3o tr\u00eas coisas simples, mas muitas vezes negligenciadas, que os anunciantes de todas as dimens\u00f5es podem come\u00e7ar a fazer agora mesmo:<\/strong><\/p>\n\n\n\n<p>- Obter dados granulares de SANs (Self Attributing Networks), por exemplo, Facebook, Google<\/p>\n\n\n\n<p>- Validar as instala\u00e7\u00f5es pelas quais est\u00e1 a pagar<\/p>\n\n\n\n<p>- Revelar a origem da aplica\u00e7\u00e3o dos utilizadores adquiridos<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Para tirar o m\u00e1ximo partido desta publica\u00e7\u00e3o do blogue, utilize tamb\u00e9m a nossa\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">Guia SKAdNetwork<\/a>\u00a0ao 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 - SKADGest\u00e3o do valor da rede e da convers\u00e3o com 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>A SKAdNetwork pode n\u00e3o ser uma solu\u00e7\u00e3o de medi\u00e7\u00e3o perfeita para os anunciantes, mas \u00e9 a \u00fanica que consegue abranger todos os potenciais utilizadores e n\u00e3o corre o risco de ser bloqueada.  \u00c9 essencial que todos os anunciantes se familiarizem com a SKAdNetwork desde j\u00e1 - mesmo que atualmente receba apenas uma fra\u00e7\u00e3o dos seus or\u00e7amentos. Estes s\u00e3o os primeiros blocos de constru\u00e7\u00e3o para o sucesso futuro das campanhas SKAdNetwork.<\/p>\n\n\n\n<p><strong>Mas primeiro, uma breve declara\u00e7\u00e3o de exonera\u00e7\u00e3o de responsabilidade:&nbsp;<\/strong>Cada um dos casos de uso \u00e9 possibilitado pela Apple, que envia c\u00f3pias de postbacks (com dados da SKAdNetwork) diretamente para os anunciantes. \u00c9 importante notar que isto s\u00f3 \u00e9 poss\u00edvel para os utilizadores do iOS 15. Por outras palavras, se um utilizador adquirido estiver a utilizar uma vers\u00e3o anterior do iOS, os anunciantes n\u00e3o receber\u00e3o da Apple os dados relativos a esse utilizador.<\/p>\n\n\n\n<p>No in\u00edcio de 2022, nos conjuntos de dados da Tenjin, verificamos que apenas 55% dos utilizadores est\u00e3o a utilizar as vers\u00f5es mais recentes do iOS (15 ou mais recente). Por conseguinte, s\u00e3o de esperar algumas discrep\u00e2ncias quando os dados da rede de publicidade s\u00e3o comparados com os dados que a Apple envia diretamente.<\/p>\n\n\n\n<p>A lista completa dos dados dispon\u00edveis nos postbacks da SKAdNetwork est\u00e1 dispon\u00edvel em&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">documenta\u00e7\u00e3o oficial da Apple<\/a>.<\/p>\n\n\n\n<p>Para come\u00e7ar a enviar os postbacks da SKAdNetwork para o seu lado, ter\u00e1 de falar com a sua equipa de engenharia para fazer alguma magia tanto na sua aplica\u00e7\u00e3o como no seu backend.  Se \u00e9 cliente da Tenjin, s\u00f3 precisa de seguir&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">estes passos<\/a>.<\/p>\n\n\n\n<p>Partindo do princ\u00edpio de que j\u00e1 tem toda a configura\u00e7\u00e3o pronta. Vamos passar aos casos de utiliza\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"get-access-to-raw-data-from-google-and-facebook\">Obter acesso a dados em bruto do Google e do Facebook<\/h2>\n\n\n\n<p>Quando a SKAdNetwork foi lan\u00e7ada, os SANs como o Facebook e a Google n\u00e3o estavam a transmitir os dados brutos da SKAdNetwork aos anunciantes, independentemente de estarem ou n\u00e3o a utilizar MMPs. Os dados estavam dispon\u00edveis apenas atrav\u00e9s de relat\u00f3rios agregados e limitados. Muito provavelmente, isto \u00e9 algo que os SANs n\u00e3o ir\u00e3o alterar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"before-ios-15\">Antes do 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\">Depois do 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>No entanto, a Apple alterou as regras do jogo com o iOS 15. Os anunciantes podem obter dados brutos da SKAdNetwork para SANs como o Google e o Facebook diretamente da Apple.<\/p>\n\n\n\n<p>Eis um pequeno exemplo que mostra por que raz\u00e3o isto \u00e9 importante: Em agosto de 2021,&nbsp;<a href=\"https:\/\/www.adexchanger.com\/mobile\/facebook-undercounted-skadnetwork-conversions-for-iphone-12-users-since-february\/\">O Facebook comunicou um erro que subestimava os valores de convers\u00e3o de SKAdNetwork<\/a>&nbsp;durante quase sete meses. Se os anunciantes tivessem as ferramentas para comparar os dados do Facebook com os dados da Apple na altura, teriam demorado muito menos tempo a identificar que algo estava errado com os dados. Felizmente, essas ferramentas existem atualmente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"validate-installs-that-you-are-paying-for\">Validar as instala\u00e7\u00f5es pelas quais est\u00e1 a pagar<\/h2>\n\n\n\n<p>Apesar de n\u00e3o-SANs como Applovin, Ironsource e Unity passarem postbacks de SKAdNetwork para MMPs, os anunciantes raramente v\u00e3o al\u00e9m da compara\u00e7\u00e3o das instala\u00e7\u00f5es reportadas. No entanto, a valida\u00e7\u00e3o de instala\u00e7\u00f5es nunca foi t\u00e3o importante como \u00e9 atualmente. Sem ela, os anunciantes simplesmente n\u00e3o sabem pelo que est\u00e3o a pagar.<\/p>\n\n\n\n<p>Algumas das redes de an\u00fancios est\u00e3o a cobrar aos anunciantes pelas instala\u00e7\u00f5es da SKAdNetwork, mas n\u00e3o descrevem a l\u00f3gica que utilizam para atribuir as instala\u00e7\u00f5es. Por exemplo, as redes de an\u00fancios podem reportar instala\u00e7\u00f5es de visualiza\u00e7\u00e3o ou instala\u00e7\u00f5es que n\u00e3o foram geradas pelo \u00faltimo clique. Se quiser compreender o que lhe est\u00e1 a ser cobrado, tem de compreender como \u00e9 que a rede de an\u00fancios interpreta os dados da SKAdNetwork. N\u00e3o h\u00e1 forma de o saber sem analisar diretamente os dados da Apple.<\/p>\n\n\n\n<p>Al\u00e9m disso, as redes de publicidade processam os dados recebidos do seu lado, antes de os enviar para os MMP. Por conseguinte, podem potencialmente redigir alguns dos dados dos postbacks.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"reveal-app-source-of-acquired-users\">Revelar a origem da aplica\u00e7\u00e3o dos utilizadores adquiridos<\/h2>\n\n\n\n<p>Este \u00e9 um caso de utiliza\u00e7\u00e3o raro que n\u00e3o estava dispon\u00edvel antes da introdu\u00e7\u00e3o da SKAdNetwork.<\/p>\n\n\n\n<p>Tradicionalmente, as redes de publicidade ocultam as suas fontes de tr\u00e1fego aos anunciantes, mas a Apple deixou de o poder fazer. Um dos campos SKAdNetwork que s\u00e3o enviados nas transfer\u00eancias de postback \u00e9 o chamado 'source-app-id', que corresponde ao ID da aplica\u00e7\u00e3o na loja de aplica\u00e7\u00f5es.<\/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>Uma vez que o anunciante conhece a origem do seu tr\u00e1fego, pode avaliar a qualidade do mesmo e ver os padr\u00f5es que funcionam para ele - por exemplo, os utilizadores com um elevado LTV de an\u00fancios s\u00e3o provenientes de jogos hiper-casuais.<\/p>\n\n\n\n<p>Al\u00e9m disso, os anunciantes de maior dimens\u00e3o podem utilizar esta informa\u00e7\u00e3o para fechar acordos diretos (sem intermedi\u00e1rios) com os editores de aplica\u00e7\u00f5es. Com as actuais limita\u00e7\u00f5es na aquisi\u00e7\u00e3o de utilizadores e na monetiza\u00e7\u00e3o de an\u00fancios, \u00e9 muito prov\u00e1vel que o n\u00famero de acordos diretos aumente drasticamente em 2022.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"access-raw-skadnetwork-data-with-tenjin\">Aceder aos dados brutos da SKAdNetwork com Tenjin<\/h2>\n\n\n\n<p>Os clientes da Tenjin com acesso ao DataVault j\u00e1 podem executar estes relat\u00f3rios por si pr\u00f3prios.<\/p>\n\n\n\n<p><a href=\"https:\/\/docs.tenjin.com\/en\/datavault\/\">Cofre de dados<\/a>&nbsp;permite o acesso direto aos dados da SKAdNetwork aos anunciantes que n\u00e3o disp\u00f5em de recursos para os armazenar internamente. Isto inclui dados comunicados pelas redes de publicidade e diretamente pela Apple.<\/p>\n\n\n\n<p>Se estiver interessado em obter uma vers\u00e3o experimental do DataVault, envie-nos uma mensagem para info@tejin.com<\/p>\n\n\n\n<p>Al\u00e9m disso, se quiser explorar mais casos de utiliza\u00e7\u00e3o exclusivos da SKAdNetwork, n\u00e3o deixe 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\">agendar uma chamada<\/a>&nbsp;com o nosso&nbsp;<a href=\"https:\/\/growthfullstack.com\/\">Crescimento FullStack<\/a>&nbsp;equipa.<a href=\"https:\/\/www.youtube.com\/embed\/9N_ebvYMSOk\">https:\/\/www.youtube.com\/embed\/9N_ebvYMSOk<\/a><\/p>\n\n\n\n<p>No v\u00eddeo acima, damos uma espreitadela aos tipos de dashboards SKAdNetwork que os editores podem criar gratuitamente com o Google Spreadsheets e o 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\/pt\/blog\/skadnetwork-ios-15-validate-and-reveal-install-sources\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\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\/pt\/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=\"Tempo estimado de leitura\" \/>\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\":\"pt-PT\"},{\"@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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