AEM, SKAN & Data in General

Today, I am bringing a topic to discuss about AEM, SKAN and data in general 🧠

Lastly, I am quite surprised about how AEM is working since they are sending the data to MMPs.

The huge effect that a Meta campaign has in apps or games is just huge as I have showed in recent posts because it has a positive effect on the search traffic as well but besides that, I still try to figure out what kind of magic AEM is using because the numbers are not as far from reality as I could see when using Google Ads for iOS.

Today, I bring another example where my AEM data is really close to what ASC shows. I bring another example where there is NO doubt that the impact measured by SKAN is VERY far from the reality in my opinion.

Before starting we need to remember:
-Downloads in ASC are not the same than SKAN conversions or Meta installs because the last 2 require an app launch
-AEM is probabilistic and we don’t know which kind of data points they use (according to their doc, they use meta technologies so just imagine haha)

Getting back to the numbers, it is pretty obvious that I started my campaigns in Meta on 15th right?

From 15th to 27th, this is what I see in every source:

-ASC: 3211 downloads
-Meta: 3511 installs
-SKAN: 1857 installs

👉 This means that if I look at SKAN data, I am looking at a number which is 47% lower than the installs in Meta and 42% lower than ASC.

I know the attribution methodologies of each source are different and I know that SKAN in deterministic with the data they have at least but…

Would you trust this data?

The difference between trusting SKAN only or creating a data scenario where you try to find a medium point between SKAN and Meta/ASC is HUGE:

With the first option, I would need to STOP my campaigns asap.
With the second option, I need to SCALE my campaigns asap.

Discussion is open in the comments and you are more than welcome to put your opinion!👇