and uh I'm starting to record it and um yeah let's back to the our topic um basically if we want to run ads on like mobile ads on both like Tik Tok and um Google ads and the Facebook and like meta and um the key um the key result that we want to get is that we want to know for different campaign for different ad group for different that for each campaign how many customers have installed or how many like devices has installed through that campaign and how many have F further Behavior like if they have signed up if they have um build the attens in our app if they have chat if they have talked to the the the the sellers and if they have made an offer or if they have closed the deal yeah I tried to made an offer on the on on the on our app and what's the next step after the the offer do we have like payment or it's like they have to do it offline uh for the payment now uh we are not sure about this because uh for now we start with the developer developer part live because uh that's is about some f feature in the our app so we are talking together and it's like uh if this future is getting better we should start the app so for about the payment now we still not sure about this yes okay okay no problem so basically that's we want to know if they if the customers have further Behavior after they install right and for we want get those data from each campaign from each ad group from each different platforms basically that's we call attribution like how we can attribute users or attribute devices to different campaigns or different app platforms that's the the key basic uh logic about when for we running as we need we need to know those information to optimize our ad or optimize our creative right so um there's um here I'm introducing you the you can see my screen right can you see my screen now or you cannot yeah yeah yeah you can see my screen yeah so um this is how we call attribution with the device and um um there's uh the whole logic and whole Technologies are quite involving during these days and um the there is a key limitation for different ad platforms is about user prives so I'm I'm introducing you the um oldfashioned way or the the old ways that how we can attribute users from the device level like we can know each device specific form for each specific form we can know um which ad platform or which campaigns was attributed attributed to this device that's the um the the most used way used to be the most used way for tracking ads and um then I will introduce you the scan SK skad Network that's how the apple or iOS have invented to use a better way to control the client's privacy which you cannot actually track at uh single devices but um to to to to get to begin with the scan we need to know what they did in the old way or we can know what they did still in Android how they did it right so um I'm I'm showing you a flow that um you can follow me with so this level this column is the user Behavior what user has and this column is the advertiser site in in our case it's Tik Tok right and this column is the branch the we call mobile measurement platform and the branch is the one that we're using and there is all the platforms like abire like adjust like singular or the familiar tools uh familiar like Branch they they we all call it like mobile measurement platforms yeah and the last column is the S is like our app what they did in our absite so it's all begin with something when they client the a saw a ad and they click it click the ad on the let's say on the Tik Tok right so then when they surfing the Tik Tok and there's a suddenly ad showing up in their in in their screen and this all this is s app and they click it and they they will bring them to the App Store like Google play or app store and they will download the app and they will start they will uh install and open the app like the first first time they open the app so um when the user have clicked the ad on Tik Tok on the Tik Tok would receive a ad click event telling okay this client have clicked one ad right and um to identify each device to identify each device there's a single there's a certain ID in iOS we call it idfa so each device have a have an ID we in iOS we call idfa and uh on Android we call AD ID so this is the ID that for a for is is for how we identify each device so my device have a single ID ad ID and your device have another one okay okay yeah yeah so it's sorry so we can know the uh The Divide uh the all right from uh iOS so we can know that from idsa and for Android we can know that from ad ID right yes exactly great yeah thank you okay yeah okay just to um head up is that for iOS idfa is only for user if they have gave you the authorized to track yeah that's the feature I sent you to pass to the developer what we want to do that's a popup only user that's actually that's after iOS 14 before iOS 14 is more in the background so the all the apps would record your idfa in the like you won't know that they will get that but after iOS 14 there's a popup so the clients have to allow track allow track to authorize the your app to access the idfa but they don't if you don't have that if we don't have that feature we don't have that identifiers so you cannot track in a device level okay great and then let's let's let's keep going so after the Tik Tok has knowing okay there is a client have clicked the ad and uh Tik Tok going to send over this add click information to Branch as well okay so branch is like the platform that receiving all the different PL flick datas from different app platforms they can receive from Tik Tok they can receive from Google and also let's say Snapchat or or or Facebook so Branch can receive tons of AD click add impression data with the identifier like okay this device ID that device ID right and when the clients have first first open the sonto app after after the download there's a there's a branch SDK in the in the s app right so the branch SDK going to receive okay oh okay there's a new device open S app and will be considered as a install event yeah and um they will the branch can to also receive the device ID from the s ah okay yeah and then there's a match so Branch say okay here's an install events then I going to look in our database to check if there's any add click events right if there's a match then Branch can attribute this install event to the certain ad click event ah to the turn at click even yes okay it should happen both right for uh it seems like there something like the same number from the uh at click and the same number from the app event to yes and is certainly the uh click uh not sure what it call uh something like that yeah it's like add click event with the idea like device ID and install events with the device ID idfa or ad ID if there's a match then you can connect okay this install is because clients have used to click that app right yeah so that's how that's the most basic attribution Logic for uh how Branch going to know if this install can be attribute or can you be contributed by a ad for which ad right okay here's a quick question if let's say for a single device ID idfa they have received a lot of they have received several different click at click events they have received from Tik Tok they have received from Google from Snapchat how how Branch going to decide which which platform can be attribute attributed to this install event um maybe uh they have something that different like maybe uh not sure uh maybe if this from the data from Tik Tok maybe it show something like uh it's a signature from Tik Tok and if this ad from Facebook maybe some signature that uh Brands may know what this from Facebook or Tik Tok or Instagram something like not sure maybe yeah okay so let's let's go this way let's for example as see you as example you have click three app you have clicked the both you have clicked Tik Tok you have clicked on The Meta you have clicked on Google and then you have installed the s app how Branch gonna decide which which platform gets this install events get credit on this install events h Branch know right yeah so it's yeah how how you going to decide if you are Branch the device ID right device ID the same because it's all you it's all your device it's all your iPhone how the one know where it's from yeah hey it's actually quite simple because there's a time there's a Time St there there's a time stamp in different click events so Branch going to Simply check which is the close Which is closest to your install events how can you explain more okay okay for example for example it's okay it's okay for example for example like you have you have you it's it's also still on your phone right you have open your Chrome browser you have so app from Google you click it add you jump to the Google the the App Store but you didn't download and then you you just say oh there's an app okay I I won't download I just then you you you serve in on the Facebook you saw the ad again and then you click that and it jumped to the App Store but you still didn't download it or you download it but you haven't opened door open the sonto app and at last on Tik Tok you saw the ad you click the ad and then you download the app and you open the app so the Tik Tok click even is the closest to the time that you open your app open S app the first time that we open the app right yeah yeah then you know which is the closed one and that's how we call the logic it's called last click ah last click yeah it's more it's that because you the last click you click the app is from Tik Tok so Branch going to Credit Credit this install event to Tik Tok and if the last click is coming from Facebook right your last click event is from f Facebook then this install event going to credit to Facebook that's how the attribution logic goes okay okay and um so so um last click is the most used logic in attribution Logics but there's still some other logic they might use for different purposes for example if you're running a branding campaign okay if you're running a branding campaign the most valuable one won't be the last sometimes going to be the first impression right the first who which ad you saw the first the gave you the first impression and then we call First click okay and there are some other let's say for if you buying a car if you or you are buying a house and it's a long like deciding flow it's aone like that when there's a long time take that when you finally make the decisions right and you might be impressioned or clicked by a lots of or influenced by lots of different app platforms and if we get all those data we can separate those credit we can separate P let's say 10% to go to the first 50% go to the last and uh the 40% % goes to the ones in the middle and that's called Data driven that data driven logic yeah so there's a lots of different logic attribution logic we're using but normally that's the last click that the ones that we using the lot the most okay okay okay so um the last click is the logic that the mobile management platform as we call Branch use a lot right but that's the only happens if Branch can receive all different click datas from different ad platforms right but what happened to The Advertiser side let's say for Tik Tok Tik Tok can only know that click events from if the user have clicked Tik Tok they won't the Tik Tok won't know if you have clicked the Facebook before or have clicked Google ads before right so on the on the Tik toks side they will only see if there's a in store events data sent from Branch but they want to know if they if the clients have claimed Facebook or meta before right but Branch going to send all the information for install events all the install events to all the different ad platforms so there is coming to a data discrepancy as we saw we call data difference from T from and different app platforms it's because one install event like from your side like if this install is from you right the branch might credit it to Tik Tok but maybe both on the advertis sit on Tik Tok and The Meta they all consider your install as their credits so that here comes the data discrepancy sometimes the total Nall numbers going the less on Branch going the less than the combination of different app advertisers combined together because they only have their own ad click datas ah seems like uh Tik Tok and Branch they separate Tik Tok only know s Tik Tok and Branch know all of uh where you click maybe from Facebook Instagram or Tik Tok and send it to Tik Tok again for checking this event right yeah yeah okay great you understand right so one from you maybe one install event from you can only count one on Branch but maybe both counted on Tik Tok and meta maybe also Google right that's how we call it that's how we call it discrepancies yes and um one uh one there's there's there just one um word they call Self reporting networks it's also known as srn self-reporting networks srn is um the mo the major ad platforms like Google like meta like Tik Tok like Snapchats those our like most well-known platforms it's all quot self-reporting that n Works uh why they call it because it requires Branch to send all the install events to them and Tik Tok and or Facebook or mattera they will decide okay if I see this instore I will clim it to me credit to me and those platforms have all the install events data from the branch but there are also maybe some other platforms like um Unity or small ad Network they won't receive all the inore events they only receiving partially events sending from Branch so Branch GNA decide by themsel and Branch going to only send let's say 10% of the events install events that branch have already decided okay this one comes to Unity that will send that 10% back to Unity not 100% so those Sr self report networks are more aggressive they have more rolling Powers they say okay you have to send me all the installments and I will pick them I'll pick pick I will decide which with how many of them are coming from my credits yeah that's how they call srn and this creates the bigger difference because the srn have a have their own own power to to pick up all those credits yeah and also um what we're talking about here is all about ad click events right the clients have to click the ad they not only to be to sh that they also need to click that and then they'll decide is ADD click events but who is more aggressive who is even more aggressive Tik Tok even uh Facebook is even more aggressive they don't count on click events so Facebook say okay if I showed this app this ad to the clients even they haven't clicked they didn't click it but I can still plan is my credits yeah that's because Facebook is more aggressive and they have more rolling powers and they can even even user didn't click on it but they if as long as Facebook leave this ass has been shown to the clients Facebook can also get credit from that okay that's the that's the that that's how aggress aggressive of different ad platforms okay yeah so it's common that sometimes um you have let's say from Facebook you have 100 instore and on Tik Tok you have another 100 instore but your total instore on the branch is only5 or 150 H why why Facebook right yeah because Facebook and Tik Tok they have like multiple they have they have duplicate those events okay okay okay yeah so that's that's why the that's why the world need the mobile measurement platform like BR there's more like a it's like a like like a judgment like a from the from the Independent third party who can judge who can decide who can or just suggestions that the data you can have a look what's the data more like real data right that's why the branch exists and uh those mobile management platforms was needed in the at app marketing Industries okay great and uh so that's that's happens that happens when that's how the logic goes when we get the access of the device ID so we can know which device is which device right but what happens if if we don't have those device IDs right and uh that's how um that's how Apple had new policy called scan and um there's an there's another there's another condition or there's another situation happens if there if we don't have a device ID it we call that we call it probability match probability match for example with in still in this Logic for example if this app click data does not have idfa but they have IP IP address IP IP address okay and um the install event can also have IP address right okay yeah and if there is a click even and there's an install with the same IP address and um there is a probability that the client was installed because of that ad ah okay yeah that's how they used for probability matching but it only happens if we if you you keep in the same IP address but let's say if you change your Wi-Fi or your you used to connect to the II and then you disconnect it you're using your um 4G for your own data and then the IP address is lost it's not matching right so there's a prob probability that you cannot match it that's how we call it why we call it probability match okay probability okay yeah yeah and this was what happened um when one situation happened when the clients when when the when Branch cannot receive the device IDs right but this all also have a pre precondition is that you can receive at click data right the branch can receive at click data and even there's no device ID but it has a i it has an IP address right and sometimes there there's you cannot even receive at click data yeah and like say apple even forbidden you to receive the ad click data and that's how it happens to scan and um it's the New Logic after the ios1 14 we call Scan three and there's also a upgrade of scan 4 I will introduce you a bit later but we can first dive into scan three and scan fre is the most used Logic for now for the for different Industries and um scam 4 has released but the key ad platforms like Facebook like Google hasn't adopt to scan for years yet okay and um in this scan three you have to forget what have learned before just before how how there's no device level there's no device level okay yeah there's no device okay yeah you delet great you yeah so in the logic you'll see there's a there's still user there's still advertisers there's still Branch there's still our app but there's going to come to New part Apple like apple itself yeah apple itself so when the user have S or click the the ad on Tik Tok when you like when you online an ad you need to register the the the platform the the Tik Tok advertisers is going to register this campaign so you have let's say you have 10 campaign you will have 10 different campaign ID and Tik Tok GNA send this campaign ID to Apple say okay now we have 10 campaign running the different creative running on on on on this app okay and um they have send it to Apple for registrations and user click on the add and download the app and first open the app right when they first open the app the s app our app going to tell Apple that okay there's a new install events but there doesn't come in anything there doesn't come anything with device ID just tell Apple we have a new install Apple itself can know which device it is right but no other platforms like no no not us not French not Advertiser know which device have click it or which device device have installed it right and then clients can go like we they use they go fur the behavior like sign up they talk to a seller they made an over and once the clients have installed the app there's a timer there's a timer 24 hours timer start to Counting right and if clients have further Behavior there will send conversion values so let's say for this value is zero right and if there's a new events happened and there's a new value called one or two or three and this even this value going to send to Apple reported to Apple and the timer going to reset to another 24 hours okay and if the timer has done like 24 hours and clients hasn't had any event data happened within the last 24 hours the it's more like it's like lock down okay then it's lock it's been lock done and after 24 or 48 Hours the Apple going to send the back saying okay for this campaign we have how many installs or how many conversions how many conversion values happened but you see there's no device level so Apple going to gather like let's say 10 devices or 100 devices who okay have click this campaign who can be attributed to this campaign and send it back to Branch send to Advertiser send to us telling okay for this campaign like we have 10 campaign right campaign one I have a 10 install have two conversion value which is sign up or talk to the Sol and the conversion four have 100 installs and how many other F events it's like all all the event uh since we start the first event that install appen is the only one who get that data and after 24 or one day or two day they send back to Branch or Tik Tok about the information yes yes yes yes you are a good teacher you a good learner okay okay so you're really really good learner so here's some several key points the difference between the scan three and the the the old fashion attributions so first we don't have device ID right yeah and second you can you can only have campaign level you don't have you you can only have campaign level data and this sent by S directly from Apple right and three is that you will have data delays yeah so it's not only it's going to be longer than 24 hours to 48 hours after install because you still need those times for user to perform events okay right yeah yeah and for this lock down we can do some manual lock down let's say because what happens if like what what if user have like keep doing a lot of different events conversion conversion events and they'll they'll they'll keep reset the timer keep reset the timer maybe even after one week or two weeks the Apple will send the data back then that's too too late because you need the data reflect from the campaigns and need to adjust your campaign update your creativities update to price right so there can be a hot lockdown normally can be 24 hours to 48 hours so you after the 48 Hours of the install there's a hot lockdown you can set up a hot lockdown and uh after that still need to passing 24 hours to 48 Hours the Apple will send the data back to all the platforms okay yeah yeah that's how the logic for the scan three so what you need to remember is that first there's no device level only campaign level right and second can you hear me okay only campaign level yeah only campaign level and then there's always a delay so the the data receive comes fing stores that one day or two days earlier okay so just remember like you you online the campaign you need to wait for at least two days to receive the data and you receiving the data today that's coming from the campaign that two days earlier that's say okay you had 100 install today but it's coming from the two days before yeah okay okay and then another question is what's the difference from between scam three to four right and U I'm um I'm quickly wrapping up this part because currently all the meta and Google and Tik Tok didn't using the scan 4 even it's online but they didn't use it majorly using scan three okay the key difference is that um for scan scan three there's only one post back right there's only one time that Apple will send the data back and on scan four there's going to be three times for Apple to send the data back in three times yeah three times that's creates the better data Reflections for you to quicker to know the data otherwise you have to gave up all the events after the two days or after seven days right so that's the first difference and the second is that for scan three you have conversion values right there's um actually totally 64 64 conversion value that you can use so logically you can have 64 different events for tracking but on the scan four only the first post back first first time postback have 64 events the post two and three only have three different levels is that low medium and high and that's how they call it uh the caros conversion value and the fine caros conversion value for fine conversion value is from Z to 63 like six totally 64 and the car's conversion values are only medium low and high ah okay okay so that's the the key difference but I think uh you don't really you don't you won't use it because uh currently all the the key major app platforms that we are running now is not using okay yeah then we back to our app right and um here is like on the branch if we go to scan conversion Center this is how this is where we going to set up the scan values the scan conversion values so basically like branch have a created a mechanism for us to more um easier to map the conversion value to our certain events okay okay yeah and um you can see here this this is like the measurement of three post spects but we we don't need to use this two because normally we um the currently the the key PL key app platforms are not using it if you're running some small app networks you will use that but for now if you only running Tik Tok and and meta you don't need it you you you w need it and then here this is the conversion value like 0o one two three four right and that's the ones that you can that's the ones going to report to Apple and um but you can map the value to the events and you can see Zero will be defaultly as the install events right and uh I'm I'm using this one as a example like uh one conval value one we use complete registration and um two we use view item it's more like you you saw a you check one uh selling items on our app let's say they click one of it that's the view items right and um the add to card we can use it as a med offer okay yeah for at C we can use as a make an offer and for purchase I don't know what happens after it so maybe use as a purchase or after they have a deal if you how you decided on on your platforms yeah but this is an example that way how we can use this conversion values and this remember like after if you online the campaign after two days you're receiving you s those data scan datas from Branch telling for which campaign can have uh how many installs and how many the branch going to decode the conversion value automatically to the to the events to number of events yeah just to explain is that for uh running the scan if you have less than 100 install per day per campaign if less than 100 the Apple won't send data to you so if you run campaigns you need to have more than 100 install per day otherwise there might be zero Z zeros from the Apple side okay okay yeah so I have set up the this one as example for us to to run it's already live and just to remember those events are not reported currently in in in our app and uh we will I I I can write on the I can write another document and send to the developer to reporting those events but we need to know there's a mapping logic like for where you want to track it so you can think about it how with which events or what Behavior you want to track for for your clients but I'm I'm just making here as example like the key behavior for the buyer is going to be they check on different items and they made an offer or they chat chat to to the to the salus right so you can think about that maybe can you can we can communicate on the slack and see which are the key events that you want to track and I can transfer those to a PRD EV total requirement document and send to the developers okay any questions um uh we have less than one minute I'm sending I'm sending you another link because this zo meeting has it's times up so I'll send another one okay yeah okay