Sharing insights and real data on my new ADC campaign
Last week, I was one of the first guys announcing the new setup that TikTok offers for iOS campaigns, where you can basically enable or disable SKAN and trust in ADC only.
I was not going to miss the chance of being one of the first with the new update so I started a new campaign the exact same day when I posted that to see how good ADC can be compared to SKAN.
Today, as usual, I am sharing insights and real data so you can draw your own conclusions 😉
Here’s what the new ADC campaign has generated for me in one AEO campaign based on Purchases for a mobile game (casual category) whose SKAN schema is simply formed by revenue buckets:
👉Installs ADC: 618
👉Installs SKAN: 270 (-56% than ADC)
👉Installs ASC: Not available ❌ –> first time in my life I see that ASC doesn’t recognize installs coming from TikTok
👉Purchases ADC: 180
👉Purchases SKAN: 190 (-5.5% than ADC)
👉Purchases ASC: 158 (-12.2% than ADC)
Comparing this to the same type of campaign in Meta with AEM:
👉Installs AEM: 1437
👉Installs SKAN: 1416 (-1.4% than AEM)
👉Installs ASC: 2225 (-54% than AEM)
👉Purchases AEM: 500
👉Purchases SKAN: 1129 (+125% than AEM)
👉Purchases ASC: 1448 (+189% than AEM)
The spend is not comparable because the AEM has been running for a while but the main conclusion I can draw right now is that AEM tends to underreport purchases way more than ADC, where numbers are much closer. Unfortunately in terms of app installs, I don’t have ASC for TikTok but you can see how Meta continues underreporting massively (we don’t do anything organically so everything comes from UA)
If I compared the CPA between both campaigns on SKAN (deterministic), both campaigns are pretty similar as AEM reports $10.27 while ADC reports $12.12 in its first week.
Despite the differences, I am quite happy with the campaign as it is recovering the money in less than 14 days according to our prediction so the overall feedback is positive and we are actually scaling + launching more countries to see how far we can go.
KEY LEARNING? 🔑 If you see the new setup in your account, GO FOR IT!
