{"id":8497,"date":"2020-12-08T07:17:00","date_gmt":"2020-12-08T07:17:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8497"},"modified":"2026-04-14T08:50:22","modified_gmt":"2026-04-14T08:50:22","slug":"attribution-2021","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/attribution-2021\/","title":{"rendered":"Atribui\u00e7\u00e3o em 2021: o que funcionar\u00e1 e o que n\u00e3o funcionar\u00e1"},"content":{"rendered":"<p class=\"wp-block-paragraph\">As 14 mudan\u00e7as de 2021 iOS v\u00e3o transformar as empresas em todo o mundo. Apesar de essas mudan\u00e7as estarem prestes a ocorrer, ainda n\u00e3o existe um consenso sobre como ser\u00e1 a an\u00e1lise de marketing no futuro. Hoje vou falar sobre os mitos que os editores est\u00e3o a debater e apresentar a minha avalia\u00e7\u00e3o, acompanhada de recomenda\u00e7\u00f5es.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?resize=1024%2C512&#038;ssl=1\" alt=\"\" class=\"wp-image-9010\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?resize=1024%2C512&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?resize=300%2C150&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?resize=768%2C384&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?resize=1536%2C768&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-22.png?w=2048&amp;ssl=1 2048w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">1) Abordagem de \u00abfechar os olhos\u00bb: Nada vai mudar<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tudo aponta para uma mudan\u00e7a dr\u00e1stica. Eis apenas alguns exemplos na \u00e1rea da an\u00e1lise de marketing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>O alcance dos SANs (Self Attributing Networks) j\u00e1 est\u00e1 a diminuir  (fonte:&nbsp;<a href=\"https:\/\/madv.substack.com\/p\/idfa0-the-time-is-now\">MADV \u2013 IDFA0, chegou a hora<\/a>)<\/li>\n\n\n\n<li>Os pre\u00e7os relativos \u00e0 atribui\u00e7\u00e3o v\u00e3o mudar (fonte:&nbsp;<a href=\"https:\/\/tenjin.com\/pt\/blog\/mmps-stop-charging-for-attributed-installs-ios-14\/\">Os MMPs devem deixar de cobrar pelas instala\u00e7\u00f5es atribu\u00eddas<\/a>)<\/li>\n\n\n\n<li>As receitas publicit\u00e1rias v\u00e3o diminuir (fonte:&nbsp;<a href=\"https:\/\/www.facebook.com\/audiencenetwork\/news-and-insights\/preparing-audience-network-for-ios14\">Projeto FAN 50%: queda nas receitas publicit\u00e1rias ap\u00f3s as altera\u00e7\u00f5es iOS 14<\/a>)<\/li>\n\n\n\n<li>O comportamento dos utilizadores vai mudar (fonte:&nbsp;<a href=\"https:\/\/mobiledevmemo.com\/consumer-behavior-changes-in-ios-14\/\">Como o iOS14 poder\u00e1 alterar o comportamento dos consumidores nos dispositivos m\u00f3veis<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nem todas as SANs ir\u00e3o integrar a SKAdNetwork quando as novas altera\u00e7\u00f5es iOS 14 entrarem em vigor. Se continuarem a atribuir utilizadores atrav\u00e9s do IDFA, isso significar\u00e1 que os editores ver\u00e3o cerca de 80% menos utilizadores a serem-lhes atribu\u00eddos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Recomenda\u00e7\u00e3o<\/strong>: Certifique-se de que sabe que tipo de atribui\u00e7\u00e3o as suas redes de publicidade utilizam. Algumas redes de publicidade j\u00e1 suportam o SKAdNetwork, mas ter\u00e1 de falar com o seu gestor de conta para ter acesso a essa funcionalidade. Quando chegar a data de iOS 14, certifique-se de que efetua as altera\u00e7\u00f5es necess\u00e1rias na sua estrat\u00e9gia de aquisi\u00e7\u00e3o de utilizadores.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2) A taxa de aceita\u00e7\u00e3o da ATT ser\u00e1 suficientemente elevada para permitir a utiliza\u00e7\u00e3o do IDFA<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tenjin.com\/pt\/blog\/ios-14-attribution-san\/\">As nossas estimativas indicam que<\/a>&nbsp;que apenas 20% de utilizadores dar\u00e3o o seu consentimento para que a sua atividade seja monitorizada.&nbsp;<a href=\"https:\/\/mobiledevmemo.com\/mobile-advertising-without-the-idfa-a-comprehensive-overview\/\">A comunidade MobileDevMemo considera que&nbsp;<\/a>o mesmo, se n\u00e3o menos; prevendo taxas de ades\u00e3o entre 10 e 19%. \u00c9 duvidoso que os editores consigam melhorar significativamente esses n\u00fameros atrav\u00e9s de mecanismos integrados na aplica\u00e7\u00e3o. Al\u00e9m disso, existe a preocupa\u00e7\u00e3o de que pop-ups adicionais prejudiquem a experi\u00eancia do utilizador.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Recomenda\u00e7\u00e3o<\/strong>: Ao planear a pilha tecnol\u00f3gica para 2021, prepare-se para um mundo em que o IDFA j\u00e1 n\u00e3o exista.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3) Todos far\u00e3o a atribui\u00e7\u00e3o atrav\u00e9s da identifica\u00e7\u00e3o por impress\u00e3o digital<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A atribui\u00e7\u00e3o de impress\u00f5es digitais baseia-se no endere\u00e7o IP e noutros par\u00e2metros que est\u00e3o inclu\u00eddos no&nbsp;<a href=\"https:\/\/en.wikipedia.org\/wiki\/User_agent\">agente do utilizador<\/a>. Algumas editoras come\u00e7aram a reaproveitar isto como um novo tipo de \u201catribui\u00e7\u00e3o probabil\u00edstica\u201d, limitando-se a reformular a terminologia antiga com um novo termo. Tenha cuidado com a forma como isto \u00e9 interpretado e verifique o que \u00abprobabil\u00edstico\u00bb significa realmente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais duas coisas a ter em conta quando falamos de atribui\u00e7\u00e3o de impress\u00f5es digitais:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Atualmente, a identifica\u00e7\u00e3o por impress\u00e3o digital \u00e9 a \u00fanica forma de os editores atribu\u00edrem os utilizadores m\u00f3veis provenientes da Web \u00e0s fontes das aplica\u00e7\u00f5es.<\/li>\n\n\n\n<li>As redes sociais como o Facebook, o Google, o Snapchat e outras t\u00eam mais tend\u00eancia a adotar a SKAdNetwork em vez da identifica\u00e7\u00e3o por impress\u00e3o digital. Por conseguinte, os editores ter\u00e3o de conciliar os seus dados provenientes de diferentes m\u00e9todos de atribui\u00e7\u00e3o.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Teremos de esperar para ver a rea\u00e7\u00e3o oficial da Apple quando as atualiza\u00e7\u00f5es iOS 14 forem lan\u00e7adas em 2021.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A nossa recomenda\u00e7\u00e3o<\/strong>: Tenha cuidado com a terminologia antiga que volta a ser utilizada. Prepare um mix publicit\u00e1rio que n\u00e3o consista exclusivamente em redes publicit\u00e1rias que apenas utilizam a atribui\u00e7\u00e3o por impress\u00e3o digital.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4) Atribui\u00e7\u00e3o atrav\u00e9s de um ID de utilizador de terceiros<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Apple n\u00e3o deu qualquer indica\u00e7\u00e3o de que os IDs de terceiros ser\u00e3o autorizados a efetuar o rastreio entre diferentes editores. \u00c9 muito prov\u00e1vel que os seus jogos sejam rejeitados se pretender utilizar este m\u00e9todo ou adotar um SDK que utilize esta tecnologia em segundo plano.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Apple atualizou recentemente o seu&nbsp;<a href=\"https:\/\/developer.apple.com\/app-store\/app-privacy-details\/\">Termos de privacidade da App Store<\/a>, o que indica que dispor de um identificador de terceiros que acompanha o comportamento dos utilizadores entre diferentes editores ir\u00e1&nbsp;<em>N\u00c3O<\/em>&nbsp;ser aceite. Os utilizadores t\u00eam de dar o seu consentimento expl\u00edcito, atrav\u00e9s do ATT, para que os seus dados possam ser partilhados, independentemente do identificador que venha a ser utilizado para os associar \u00e0 instala\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/Ff77hxzhnQaJkJXJM7ZwaufyI075QthJSYZXrSpPkBhTbFKJVOSFHIyCsyVH_pV6uZD1c86hQhSbcNBadf_NONARDyfqPtzf7FYY45Yb7y-psHlMgM3oTo8wT0YXeeEF6naeUkHH\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Diapositivo da apresenta\u00e7\u00e3o da WWDC 2020<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A nossa recomenda\u00e7\u00e3o<\/strong>: Utilize apenas IDs de terceiros para a an\u00e1lise interna da aplica\u00e7\u00e3o e n\u00e3o tente utiliz\u00e1-las para a atribui\u00e7\u00e3o entre diferentes aplica\u00e7\u00f5es do editor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5) Atribui\u00e7\u00e3o atrav\u00e9s do IDFV<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/developer.apple.com\/documentation\/uikit\/uidevice\/1620059-identifierforvendor\">IDFV<\/a>&nbsp;deve ser utilizado para atribuir utilizadores dentro das aplica\u00e7\u00f5es que pertencem ao mesmo editor. N\u00e3o pode ser utilizado para a atribui\u00e7\u00e3o normal entre aplica\u00e7\u00f5es de editores diferentes. Isto est\u00e1 explicitamente descrito em&nbsp;<a href=\"https:\/\/developer.apple.com\/app-store\/user-privacy-and-data-use\/\">Documento da Apple sobre a utiliza\u00e7\u00e3o de dados e a privacidade<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Exemplo:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Um utilizador v\u00ea um an\u00fancio na APP_PUB1 e o seu IDFV \u00e9 IDFV_APP_PUB1.<\/li>\n\n\n\n<li>Eles clicam no an\u00fancio.<\/li>\n\n\n\n<li>Eles instalam e iniciam a APP2, e o seu IDFV \u00e9 IDFV_APP_PUB2.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Aqui n\u00e3o existe um identificador comum para efetuar a correspond\u00eancia. \u00c9 por isso que o IDFV s\u00f3 funciona se se realizar a promo\u00e7\u00e3o cruzada (ambas as aplica\u00e7\u00f5es s\u00e3o do mesmo fornecedor da loja de aplica\u00e7\u00f5es).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A nossa recomenda\u00e7\u00e3o<\/strong>: Utilize o IDFV apenas em campanhas de promo\u00e7\u00e3o cruzada.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?resize=1024%2C512&#038;ssl=1\" alt=\"\" class=\"wp-image-9011\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?resize=1024%2C512&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?resize=300%2C150&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?resize=768%2C384&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?resize=1536%2C768&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-23.png?w=2048&amp;ssl=1 2048w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">1) Modeliza\u00e7\u00e3o do mix de marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Modela\u00e7\u00e3o do mix de marketing<\/strong>&nbsp;\u00e9 uma abordagem anal\u00edtica que recorre a informa\u00e7\u00e3o hist\u00f3rica, como dados de pontos de venda partilhados e dados internos das empresas, para quantificar o impacto nas vendas de v\u00e1rias atividades de marketing (fonte:&nbsp;<a href=\"https:\/\/en.wikipedia.org\/wiki\/Marketing_mix_modeling\">Wikip\u00e9dia<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A maior falha desta abordagem \u00e9 que requer um tempo consider\u00e1vel para recolher dados suficientes que permitam obter conclus\u00f5es \u00fateis. Al\u00e9m disso, esta abordagem n\u00e3o oferece suporte a m\u00e9tricas-chave de coorte, como o ROI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Historicamente, as grandes editoras t\u00eam-no utilizado para avaliar as suas campanhas televisivas e outros tipos de marketing de marca. No que diz respeito ao marketing de desempenho, n\u00e3o \u00e9 a solu\u00e7\u00e3o ideal, uma vez que as equipas de aquisi\u00e7\u00e3o de utilizadores precisam de tomar decis\u00f5es r\u00e1pidas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2) SKAdNetwork<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\"><strong>SKAdNetwork<\/strong><\/a>&nbsp;\u00e9 um novo framework criado pela Apple para proporcionar uma atribui\u00e7\u00e3o mais centrada na privacidade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Antes de mais nada, certifica-te de que l\u00eas o guia que elabor\u00e1mos com o Kevin Bravo-\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">Guia para editores sem MMP para o iOS 14<\/a>. Explica, em pormenor, como funciona a SKAdNetwork.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em segundo lugar, certifique-se de que compreende como funciona o sistema de relat\u00f3rios da SKAdNetwork. Trata-se de uma abordagem completamente diferente daquela a que os programadores est\u00e3o habituados atualmente. Por exemplo, as an\u00e1lises de coorte v\u00e3o deixar de existir. Mais informa\u00e7\u00f5es em&nbsp;<a href=\"https:\/\/tenjin.com\/pt\/blog\/ios14-prep-for-google-facebook\/\">Forma\u00e7\u00e3o Tenjin \u2013 Repensar a medi\u00e7\u00e3o para o Google e o Facebook<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Aviso legal: A abordagem que se segue foi desenvolvida pela Tenjin e \u00e9 disponibilizada exclusivamente aos clientes da Tenjin.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3) Modeliza\u00e7\u00e3o de atribui\u00e7\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tenjin.com\/pt\/blog\/attribution-modeling-ios\/\"><strong>Modela\u00e7\u00e3o da atribui\u00e7\u00e3o<\/strong><\/a>&nbsp;\u2013 abordagem de atribui\u00e7\u00e3o que determina a origem de um utilizador com base em v\u00e1rios sinais. Os utilizadores n\u00e3o s\u00e3o atribu\u00eddos a uma campanha com uma probabilidade de 100% (de forma determin\u00edstica). Um utilizador pode ser atribu\u00eddo a v\u00e1rias campanhas. Cada campanha ter\u00e1 uma percentagem de probabilidade diferente, com base na intensidade dos sinais de atribui\u00e7\u00e3o recebidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os dados do Modelo de Atribui\u00e7\u00e3o est\u00e3o a ser reconciliados com os dados dos utilizadores atribu\u00eddos atrav\u00e9s da atribui\u00e7\u00e3o determin\u00edstica. Por outras palavras, n\u00e3o \u00e9 necess\u00e1rio dispor de v\u00e1rios pain\u00e9is de controlo para analisar os seus dados, como acontece nas abordagens oferecidas por outras MMPs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A modela\u00e7\u00e3o de atribui\u00e7\u00e3o utiliza a SKAdNetwork como um dos principais pontos de dados para efetuar uma atribui\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com a modela\u00e7\u00e3o de atribui\u00e7\u00e3o, os editores mant\u00eam o ROI das suas coortes e as dimens\u00f5es anteriormente dispon\u00edveis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A desvantagem, em compara\u00e7\u00e3o com a atribui\u00e7\u00e3o atual, \u00e9 que s\u00f3 poder\u00e1 ver os dados ap\u00f3s 24 horas. Isto deve-se \u00e0s limita\u00e7\u00f5es de relat\u00f3rio da SKAdNetwork, que s\u00e3o explicadas\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">aqui<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para terminar, a Tenjin incentiva-o a fazer a sua pr\u00f3pria pesquisa ao escolher o tipo de atribui\u00e7\u00e3o que melhor se adequa \u00e0s suas necessidades. Seja franco e n\u00e3o tenha receio de fazer perguntas dif\u00edceis ao seu MMP. Se tiver alguma d\u00favida, envie-nos um e-mail para info@tenjin.com.<\/p>","protected":false},"excerpt":{"rendered":"<p>2021 iOS 14 changes are going to change businesses around the world. Even though the changes are coming very soon, there is no common understanding of what marketing analytics will look like. Today I\u2019ll talk about the myths publishers are discussing and give my evaluation with recommendations. 1) Blind eye approach: Nothing will change All&#8230;<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8497","post","type-post","status-publish","format-standard","hentry","category-best-practices"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attribution in 2021 | 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\/attribution-2021\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Attribution in 2021 | Tenjin\" \/>\n<meta property=\"og:description\" content=\"2021 iOS 14 changes are going to change businesses around the world. Even though the changes are coming very soon, there is no common understanding of what marketing analytics will look like. 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