The modern-day performance marketing dilemma
Performance marketers today face mounting pressure to justify ad spend and prove return on investments (ROI), all while navigating an evolving privacy landscape. Apple’s App Tracking Transparency (ATT) framework and deprecation of the Identifier for Advertisers (IDFA) have reshaped how you measure campaign success on iOS, significantly limiting the data you once relied on. With many users opting out of tracking, you may be in the dark about how to drive conversions, allocate budgets, and refine growth strategies.
While tools like Apple’s SKAdNetwork (SKAN), Google’s gBraid, and Meta’s Aggregated Event Measurement (AEM) offer solutions to these challenges, they introduce complex, highly technical systems across multiple platforms, each with its own set of nuances and challenges to navigate. SKAN, for example, lacks the data granularity needed for actionable insights and demands significant technical expertise to implement. This complexity can disrupt marketing workflows, shifting your focus from campaign optimization to troubleshooting, and leaving teams frustrated and less capable of delivering impactful results.
While SKAN presents its own set of challenges, we’ve made it easier with solutions like our SKAN Magic Setup, which streamlines implementation and simplifies management. But we know SKAN alone isn’t enough. That’s why we’ve taken it a step further. Our commitment to simplifying privacy-centric measurement continues, and we’re excited to bring you another best-in-class solution to keep you ahead in this evolving landscape.
Introducing Branch Predictive Aggregated Measurement (PAM)
In response to these challenges, Branch has developed Predictive Aggregated Measurement (PAM) — an innovative approach to mobile campaign attribution designed to provide marketers with expansive iOS performance data while preserving privacy in an ever-changing privacy industry.
PAM uses advanced attribution modeling mechanisms and differential privacy controls to protect user data while delivering accurate, granular insights into campaign performance. By dynamically adapting to the available data, PAM uses predictive modeling to select the best attribution method for each scenario, enabling marketers to focus on performance analysis and strategy optimization. PAM empowers marketers to work smarter, not harder.
“Branch’s Predictive Aggregated Measurement (PAM) takes the complexity out of iOS ads measurement, allowing marketers to focus on what matters: analyzing return on ad spend (ROAS) and driving growth.”
– Justin Furstoss, Senior Product Manager
Accurate attribution that boosts performance
Marketers investing in campaigns today across iOS face a critical data gap for opted-out users, which blinds them from measuring a significant portion of their audience. With limited visibility into campaign data, marketers are left guessing on key decisions such as how much to invest, which user segments are most engaged, and how to optimize for growth. While SKAN aims to address this, it lacks the granularity and real-time insights needed to make data-driven decisions, leaving marketers uncertain about the effectiveness of their iOS campaigns.
PAM solves this by delivering granular, real-time insights that fill the gaps left by SKAN. By aggregating and analyzing data in a privacy-preserving manner, PAM eliminates guesswork, allowing marketers to regain visibility into iOS campaigns and capture previously unaccounted conversions. PAM changes this by offering a privacy-preserving, predictive solution that fills in the gaps left by SKAN. With granular, real-time insights, PAM empowers marketers to fully understand the performance of their opted-out users and make informed decisions about campaign optimization. By providing a clear view of user engagement and conversion patterns, PAM helps marketers confidently refine their strategies and maximize growth potential, without the technical complexity or incomplete data that comes with SKAN.
Strategies built to last
As the privacy landscape changes, marketers need solutions that ensure lasting success. PAM isn’t just a short-term fix; it’s a durable, future-proof tool designed to help marketers seamlessly adapt to ongoing changes in the ecosystem while driving sustained growth.
PAM maximizes attribution coverage by using privacy-centric mechanisms that support compliance while delivering the insights needed to optimize returns. It integrates across multiple attribution sources, including SKAN, AdAttributionKit, and opted-in users. As the digital landscape continues to shift, particularly with upcoming changes on Android, PAM will evolve to meet new challenges, ensuring reliable performance measurement.
Ensure future success
Today’s marketers face immense pressure to drive growth and demonstrate returns while navigating privacy-centric attribution mechanisms across ad networks and mobile operating systems. Safeguarding user privacy often comes at the expense of timely and accurate data, making it challenging to optimize campaigns confidently and effectively.
Branch is committed to providing marketers with exceptional performance measurement tools that remove the guesswork and support growth — all while helping to support regulatory compliance. We continue to invest in advanced attribution techniques that provide marketers with durable, adaptable measurement strategies, ensuring business continuity and optimized performance as the industry evolves.
Reach out for a demo or contact your Branch Account Team to learn more about how PAM can enhance your attribution and improve your marketing efforts today.