How MWM drove iOS app installs with AppsFlyer and TikTok’s Advanced SRN integration

Overview

• MWM faced challenges in assessing iOS campaign performance due to post-ATT signal loss and SKAdNetwork (SKAN) limitations. 
• MWM leveraged AppsFlyer and TikTok’s Advanced SRN integration for its Beat Maker Pro app, which provided reliable, precise attribution that enabled better decision-making and optimization. 
• MWM tested over 100 ad creatives weekly for Beat Maker Pro, leading to one winning design that helped them reach their download target and achieve profitability. 
• The success of the optimized campaigns resulted in a 100x increase in TikTok ad investment during that scale and helped Beat Maker Pro reach 140 million downloads.

Background

Founded in 2012, MWM is a global frontrunner in the creation and distribution of inventive, AI-powered mobile apps across the music, art, photography, and video domains. MWM’s suite of apps has collectively surpassed 600 million downloads, a testament to their widespread appeal and engaged user base. The Beat Maker Pro app, in particular, has been a standout success, retaining its position among the leading music apps in app stores across various countries since its launch in 2018.

Challenge

MWM faced difficulties in assessing the performance of its iOS campaigns. Post-ATT signal loss and SKAdNetwork limitations presented significant challenges due to delayed and limited iOS data, leading to multiple media partners claiming credit for the same installation. This resulted in inaccurate data reports and misguided decisions in identifying the most effective media sources for their paid strategy.

Solution

MWM was not the only advertiser struggling with this issue. To address the need for accurate and reliable iOS campaign attribution, AppsFlyer collaborated with TikTok to create the Advanced SRN integration. The solution ensures the reliability of attribution data by solving the complex issue of deduplication, providing complete iOS measurement in a privacy-preserving manner.

TikTok already displays Apple’s SKAN data, but we worked closely with AppsFlyer to optimize the signals we receive. Thanks to the Advanced SRN solution, our advertisers can get results in near real time and, most importantly, know who to attribute the ‘last click’ to that led to a download.

David Adwokat, Brand Partnerships Manager at TikTok.

The MWM team decided to test the solution on Beat Maker Pro, an app launched in 2018 that was already among the top music apps worldwide. They anticipated that by leveraging the Advanced SRN integration, they would be able to optimize iOS campaigns and make more informed decisions that would boost performance.

Results

With the implementation of the Advanced SRN integration between AppsFlyer and TikTok, MWM was able to immediately ascertain the performance of its iOS campaigns for Beat Maker Pro. This helped the team improve their decision-making, based on complete, accurate, real-time attribution and full LTV measurement available in AppsFlyer reporting.

With AppsFlyer and TikTok’s Advanced SRN integration, we immediately know if a campaign is performing, allowing us to be very responsive

Charles Perrot, COO,  MWM

After testing over a hundred different ad creatives each week per app, the team honed in on one as a standout, which enabled them to not only meet their download targets but also achieve profitability. 

Within days, the MWM team decided to multiply their investment on TikTok by 100x and made over seven positive iterations of the creative, each time improving performance. In just six weeks, MWM was able to massively reinvest in Beat Maker Pro and reinvigorate an app that had been launched over five years prior, helping them reach the 140 million download milestone.

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