1. Proprietary and confidential. No part of this presentation may be disclosed in any manner to a third party
without prior written consent of Peak Ace. Copyright 2021, Peak Ace AG​.

2. pa.ag
2
If you spot an
opportunity and are
really excited by it, throw
yourself into it with
everything you’ve got.
Richard Branson
At Peak Ace, clients come
first – every single time.
A snapshot of the Peak Ace office

3. pa.ag
3
About Peak Ace
20 languages
160+ clients
30 industries
Based in Berlin,
Kreuzberg
130+ employees
Performance Advertising (PPC)
Performance Social Advertising (PSA)
Marketing Technology (MAT)
Search Engine Optimisation (SEO)
Performance Content Marketing (CM)
Est. 2007

4. pa.ag
4
20 languages
160+ clients
30 industries
About Peak Ace
Based in Berlin,
Kreuzberg
130+ employees
 PPC (Google, Bing, Yandex)
 Search, shopping, display,
video (YouTube), app
 Programmatic (DV360)
 Amazon Ads
 Feed management &
optimisation
 Consulting & workshops
 Website audits
 Strategic SEO
 Technical SEO
 Amazon SEO
 Link risk management
 SEO consulting &
workshops
 Customer journey
tracking & analytics
 Conversion rate
optimisation
 Marketing & reporting
automation
 Marketing tool stacks
 Consulting & workshops
 Content strategy &
consulting
 Content creation
 Online PR services
 Outreach & seeding
 Content marketing
consulting & workshops
Performance
Advertising
Marketing
Technology
Search Engine
Optimisation
Performance
Content Marketing
 Facebook, Instagram,
LinkedIn, Snapchat, etc.
 ROAS-based performance
campaigns
 Dynamic ads for
e-commerce, travel & hotel
 B2B & B2C lead acquisition
 Consulting & workshops
Performance
Social Advertising
Est. 2007

5. Impact and measurements in performance marketing
Apple’s iOS 14.5 Update

6. pa.ag
6
What will happen?
The next iOS, iPadOS & tvOS (v14.5) will ask for a tracking permission in all apps
Source: Apple: https://developer.apple.com/app-store/user-privacy-and-data-use/?content_id=AhGS8jKjTQNT9zX
App usage of data
 new app product page for app
privacy
 shows tracked data type
(individual or device)
 required information about privacy
practices and third party tracking
User permission
 Expected to have low acceptance
rate
 AppTrackingTransparency (ATT):
once permitted tracking data passes
through SKAdNetwork
 Not affected: tracking which
happens solely on the device and
tracking for fraud prevention
(i. e. credit card fraud)

7. pa.ag
7
What happens if a user grants app tracking permission?
All ad data is passed through the SKAdNetwork further to its original advertising
platform.
Apple SKAdNetwork: https://developer.apple.com/documentation/storekit/skadnetwork
The process in simple words with Facebook app installs
1. I scroll on Facebook and see an ad for “app B”
2. “app B” receives ”Ad signature”
3. I click on the ad and install the app on my iPhone
4. “app B”’s tracking timer has started

8. pa.ag
8
What happens if a user grants app tracking permission?
An e-commerce example
Apple SKAdNetwork: https://developer.apple.com/documentation/storekit/skadnetwork
The process in simple words with Facebook conversion or
catalog sales campaigns
1. I scroll on Facebook and see an ad from the sports brand
”Pumidas”
2. Pumidas receives ”Ad signature”
3. I click on the ad and discover some apparel through my iPhone
4. I decide to not purchase in the very moment but at least in
between the next seven days after clicking the ad
1. all good  Purchase conversion is being tracked
5. I decide to purchase more than seven days after clicking the ad
1. problem  conversion cannot be tracked (Timer expired)
7-day click attribution for conversion and catalog sales
campaigns only
Additional impact
 Custom & LAL Audiences
sizes, tracking duration &
quality
 Remarketing/ retargeting
limitations

9. pa.ag
9
Currently in Facebook’s ads manager
A new hierarchy level popped up: Resource center

10. pa.ag
10
Changes in the attribution window
Default changes from 28 day click / 1 day view to 7 day click / 1 day view
legacy
ad sets
new
ad sets

11. What you can do and what might happen in the future
Solutions

12. pa.ag
12
Future standard?
Apple introduces Private Click Measurement (PCM) by WebKit.org
Source: Apple: https://developer.apple.com/app-store/user-privacy-and-data-use/?content_id=AhGS8jKjTQNT9zX

13. pa.ag
13
Social & search platforms
Overview and actions you can take right now  available on our blog
Platform Steps to Take Helpful Links
Facebook
For Web Events
 Verify your domain in Facebook Business Manager
 Define your 8 conversion events per domain
 Use server-side tracking and conversion API
For App Events
 Review Facebook’s data ingestion practices
 Update Facebook SDK to version 8.1 or above
 Conversion API: How to
 Preparing our partners for iOS 14: Mobile Web Advertising
 Preparing our Partners for iOS 14: Actions for
App Advertisers and Developers
 Facebook SDK for iOS
LinkedIn No information available No official information
Twitter
 Ensure your app supports SKAdNetwork.
 Adhere to ad group limit (70 per iOS app) when setting up campaigns for an iOS app
Review the following steps on this page to learn more
 No immediate action needed for app re-engagement products
 No action needed for web events
 How Twitter is preparing for Apple’s iOS14 IDFA updates
 Mobile App Conversion Tracking
 Getting ready for Apple’s Privacy Changes
Snapchat
 Use privacy-centric tracking, such as Apple’s SKAdNetwork
 For App events, make sure you have configured a Snap App ID
 Instructions on configuring the Snap ID: here
TikTok
 Make sure your Mobile Measurement Partner's SDK is the latest version to ensure you are fully prepared for
these upcoming changes
 TikTok will also support reporting and downstream optimization using the SKAdNetwork
 No immediate changes need to be made to your campaigns
 Apple's IDFA Guidelines
Pinterest No information available No official information
Reddit No information available No official information
Google Ads
 Update Google Mobile Ads to version 7.64 or later
 Enable SKAdNetwork to track conversions
 Prepare for iOS14+
 Preparing your app for iOS 14+
 About modeled conversions
 Helping partners prepare for Apple’s ATT
policy updates
Bing Ads No information available

14. How the internet reacts
Media coverage

15. pa.ag
15
Media coverage
Wired & Inc. article sample
Source: https://www.wired.com/story/facebook-apple-feud-over-privacy-internet-future/#intcid=_wired-homepage-right-rail_17a02989-21bf-4761-ba87-15e8f0801d76_popular4-1

16. Visit our blog for
more information 