The App Store's support for in-app events (which was announced with iOS 15 at WWDC) is now finally live, which means developers can create and promote special events like game tournaments, live sports, movie premieres, etc.
Apple seems to think users will go browse the App Store to find events for apps they already have installed. I'm not so sure about that, but in-app events are notable also because this is the first time the App Store has tacitly acknowledged the value of deferred deep linking.
It's not real deferred deep linking supported by the App Store itself (technically, this is a two-step process: users have to tap Get, wait for the download to finish, and then tap again on Open…and there's no indication that deep linking is about to happen), but it's the same basic concept.
And the even better news:
- Each Story has a unique URL, which means you can insert it as the destination of another marketing campaign.
- The App Store system accepts a Universal Link (or other 'custom URL') for the in-app event, which is what gets injected into the Open button. This means you can throw a Branch link in there and everything will just work!
Buried in this announcement is an interesting tidbit: Facebook is introducing AEM (Aggregated Event Measurement) for in-app conversions.
So far, Facebook's AEM framework has only supported web-to-web and app-to-web flows, which means it essentially replicates Apple's PCM (Private Click Measurement) protocol. This announcement of App AEM is pretty light on details so far, but support for in-app conversion events sounds quite similar to Snap's Advanced Conversions offering, and appears to take AEM solidly into the realm of 'alternative to SKAdNetwork'.
As I mentioned in the last newsletter issue, it's clear that modeling and incrementality-based measurement will be key parts of the future of digital marketing.