Single-source-of-truth ('SSOT') solutions are quickly becoming table stakes for MMPs, because they're the least-bad way to deduplicate between the separate silos of SKAdNetwork and device-level data.
In this article, AppsFlyer provides some useful recommendations on how to use these consolidated metrics.
However one thing here alarms me. There are two ways a SSOT can be deployed:
- Provide a deduplicated view of a) SKAN and b) ATT opt-in traffic and owned/earned channel data.
- Provide a deduplicated view of a) SKAN and b) ATT opt-out traffic attributed via fingerprinting.
The latter is a clear violation of Apple's policies, but conclusions like the following make me strongly suspect AppsFlyer is still allowing their customers to do it:
Our research shows that marketers that use an SSOT and run primarily non-SRN campaigns, have discovered that around 62% of their SKAN installs were duplicates. At the same time, marketers that run primarily SRN campaigns uncovered that their SKAN installs duplicates stand at around 18% (given the need for ATT consent).