• by Colin Kirkland , 49 minutes ago

Snap has expanded the beta version of its recently launched attribution model, which is designed to boost campaign engagement for app advertisers by connecting Snap Ads insights to mobile measurement partners for a deeper understanding of overall ad performance. 

After launching in May, the social media company’s “Unified Attribution” model is now available to all advertisers across the globe, inviting them to access cross-channel metrics from both native ad metrics and third-party measurement partners (AppsFlyer and Adjust) within a single tab in Snap Ads Manager. 

This unified display method is intended to help advertisers more seamlessly tap into real-time signals, including measurement partners’ conversions, while scaling investments in the designated channels driving business outcomes within Snap Ads Manager.

According to early tests, a variety of app advertisers -- including Mohegan Sun Online Casino, Deblock (a financial app), and Codeway (a mobile app publisher) -- utilizing the updated attribution model generally saw lower costs, improved ROAS, increased reach, and app install boosts.  

By allowing Snap’s optimization engine and advertiser measurement to work from the same data, Bright Park, Principal PDM at AppsFlyer, believes the company is “closing a gap that has existed across the industry for years, where publishers optimize against their own attribution signal while advertisers make budget decisions based on a fundamentally different view.” 

Snap’s announcement notes that the company is in the process of onboarding more mobile measurement partners.