More granularity! More data over time! But … still plenty of uncertainty over timing, transition, implementation, and so much more. Apple’s announced SKAN 4, and in this Mobile Heroes Uncensored we dive deep into it with mobile growth expert and consultant Thomas Petit, who participates while being down with Covid (!!!). We chat about what we know and what we don’t know, and especially about the new areas of complexity that, he says, are great job security for consultants :-) We also discuss: Creative optimization in SKAN 4 Multiple postbacks and subscription apps Using SKAN 4’s coarse conversion values Whether SKAN 4 privileges high-volume advertisers Fraud in SKAN 4 And much more … Timestamps 0:00 SKAN 4 2:05 Best parts of the new SKAN 4 3:35 Worst parts of the new SKAN 4 5:20 The SKAN 4 transition is going to be tough 9:20 From 1 postback to 3 9:20 From Campaign ID to Source ID 10:20 Creative optimization in SKAN 4 13:45 Cohorts (sorta) but no customer journey 15:30 SKAN 4 and subscription apps 17:45 Coarse and fine values in SKAN 4 24:05 Fraud and SKAN 4 25:35 SKAN 4 and web 30:30 SKAN 4 launch date