Google UAC宣传，Firebase和Appsflyer同期接入，以哪个为准？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/G3VibibJFFvPVib8ZImtrVDT3uf6oxUkdU5icOpFjXwx1t3lodamMXgdqfZkwcLQ5J8nbcLtfkl3hagALHg6PQDfLQ/640?wx_fmt=png&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">关注公众号，经常更新投放经验教训，<span style="color: black;">微X</span>添加<strong style="color: blue;">“</strong></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;">huiimedia123</strong></span></span><span style="color: black;"><strong style="color: blue;">”</strong><span style="color: black;">一块</span>加群讨论投放技巧，<span style="color: black;">日前</span>已组建多个<span style="color: black;">垂直</span>行业交流群。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>的本质是争夺用户的<span style="color: black;">重视</span>力。从<span style="color: black;">初期</span>的报纸<span style="color: black;">宣传</span>到电视<span style="color: black;">宣传</span>，再到如今的<span style="color: black;">各样</span>媒介创新形式归其<span style="color: black;">基本</span>都是一个<span style="color: black;">重视</span>力的生意——抢占用户<span style="color: black;">重视</span>力，让他看到<span style="color: black;">宣传</span>，知晓品牌，从而影响用户心智，并产生转化<span style="color: black;">行径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">那<span style="color: black;">到底</span>是<span style="color: black;">那些</span><span style="color: black;">宣传</span>投放<span style="color: black;">途径</span>转化了用户的<span style="color: black;">重视</span>力？<span style="color: black;">怎样</span>归因就<span style="color: black;">显出</span>格外重要。</span></strong><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">宣传</span>主<span style="color: black;">来讲</span>，<span style="color: black;">经过</span>归因<span style="color: black;">能够</span>衡量出每种<span style="color: black;">途径</span>的价值，<span style="color: black;">从而</span><span style="color: black;">恰当</span>分配预算，并将低效<span style="color: black;">途径</span>的<span style="color: black;">宣传</span>预算调拨至<span style="color: black;">哪些</span>更<span style="color: black;">有效</span>的推广<span style="color: black;">途径</span>中，从而让ROI最大化，实现降本增效的<span style="color: black;">目的</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，在进行Google AC<span style="color: black;">宣传</span>事件优化的时候，优化师为了准确归因，都会<span style="color: black;">选取</span>Firebase<span style="color: black;">或</span>第三方的事件进行优化<span style="color: black;">跟踪</span>归因。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>我先解释一下<span style="color: black;">近期</span>项目组一个新手优化师提出的，既然<span style="color: black;">每一个</span>平台都<span style="color: black;">能够</span>接自己的SDK，那还<span style="color: black;">为何</span>要接MMP呢？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然一款<span style="color: black;">制品</span>刚<span style="color: black;">起始</span>的时候可能只投一个<span style="color: black;">宣传</span>平台，<span style="color: black;">通常</span>为Facebook或Google，<span style="color: black;">然则</span>随着<span style="color: black;">制品</span>量级的增大，一个<span style="color: black;">宣传</span>平台的<span style="color: black;">潜能</span>毕竟有限，<span style="color: black;">因此</span>大的<span style="color: black;">宣传</span>主<span style="color: black;">通常</span>都不可能只投一个平台。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因为</span>直效<span style="color: black;">宣传</span>是结果导向的，<span style="color: black;">宣传</span>平台所用于“定位”用户的Advertising ID大部分<span style="color: black;">状况</span>下又是<span style="color: black;">同样</span>的，当<span style="color: black;">每一个</span>平台都觉得这个用户比较倾向于装这个APP的时候就都会推给他/她这个APP的<span style="color: black;">宣传</span>，<span style="color: black;">那样</span>用户<span style="color: black;">特别有</span>可能又在Facebook看到了APP X的<span style="color: black;">宣传</span>，又在YouTube看到了APP X的<span style="color: black;">宣传</span>，<span style="color: black;">那样</span>当这个用户安装APP X时，Facebook账户上会有一个安装数据，Google账户上<span style="color: black;">亦</span>有一个安装数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你简单把两个数据相加，告诉你老板<span style="color: black;">咱们</span>买来了两个用户，老板可能会把你臭骂一顿，<span style="color: black;">由于</span>明明<span style="color: black;">咱们</span>就一个用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>第三方存在的最<span style="color: black;">重点</span><span style="color: black;">道理</span><span style="color: black;">便是</span>——跨<span style="color: black;">宣传</span>平台进行去重。</span></strong><span style="color: black;">这<span style="color: black;">亦</span>是即使其他<span style="color: black;">状况</span>都相同第三方数据<span style="color: black;">亦</span><span style="color: black;">必定</span>会少于<span style="color: black;">宣传</span>账户数据的“原罪”，<span style="color: black;">由于</span>人家本来<span style="color: black;">便是</span>来干这个的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>我要强调“其他<span style="color: black;">状况</span>都相同”呢？<span style="color: black;">由于</span><span style="color: black;">导致</span>差异还有其他<span style="color: black;">原因</span>在。<span style="color: black;">另一</span>，还<span style="color: black;">由于</span>有的小伙伴可能<span style="color: black;">发掘</span>了有些时候第三方数据反而会多于账户数据（<span style="color: black;">通常</span>是Google）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去重的模型<span style="color: black;">通常</span>采用last click模型，即有click的<span style="color: black;">宣传</span>优先级高于仅impression无click的<span style="color: black;">宣传</span>、时间节点<span style="color: black;">出现</span>在更后面的（更靠近用户安装时间的）优先级高于更早<span style="color: black;">出现</span>的。</span></p><span style="color: black;">第三方的另一个好处是，你<span style="color: black;">能够</span><span style="color: black;">不消</span>为了要投多个平台就装<span style="color: black;">那样</span>多的sdk。<span style="color: black;">倘若</span>你要投Facebook<span style="color: black;">宣传</span>，Facbook<span style="color: black;">通常</span>是<span style="color: black;">意见</span>你装Facebook的sdk；<span style="color: black;">倘若</span>你要投Google<span style="color: black;">宣传</span>，谷歌<span style="color: black;">通常</span>会<span style="color: black;">意见</span>你装Firebase的sdk。</span><span style="color: black;"><span style="color: black;">针对</span>比较初步<span style="color: black;">周期</span>的<span style="color: black;">宣传</span>主<span style="color: black;">来讲</span>，一<span style="color: black;">起始</span>就装一堆sdk，一是会比较占用创业初期相对紧张的<span style="color: black;">研发</span>资源，二是可能会<span style="color: black;">导致</span>包体过大或是性能<span style="color: black;">欠好</span>。<span style="color: black;">那样</span><strong style="color: blue;">像Appsflyer这种第三方的sdk，就<span style="color: black;">能够</span>一次<span style="color: black;">处理</span>绝大部分<span style="color: black;">宣传</span>平台的跟踪问题了</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">，即使你不装Facebook的sdk，但只要你装了Appsflyer的sdk，<span style="color: black;">那样</span>在Appsflyer让所有<span style="color: black;">途径</span>认领用户安装的时候，Facebook就能够得到这个安装数据并<span style="color: black;">表现</span>在账户上了。</p>
</span><span style="color: black;"><span style="color: black;">然则</span>，<span style="color: black;">宣传</span>平台有<span style="color: black;">有些</span>进阶功能<span style="color: black;">亦</span>许会需要<span style="color: black;">宣传</span>主<span style="color: black;">运用</span><span style="color: black;">宣传</span>平台自己的sdk。<span style="color: black;">因此</span>，其实<span style="color: black;">非常多</span>大<span style="color: black;">宣传</span>主的APP里<span style="color: black;">通常</span>既有Appsflyer sdk又有Facebook sdk和Firebase sdk等等。<span style="color: black;">那样</span><strong style="color: blue;"><span style="color: black;">区别</span>sdk<span style="color: black;">因为</span>统计原理等<span style="color: black;">各样</span><span style="color: black;">原由</span>可能会返回<span style="color: black;">区别</span>数量的安装数，这个时候账户里的安装数到底用哪一个呢？</strong></span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然Facebook对多个sdk的结果的官方说明比较模糊，<span style="color: black;">然则</span>猜测应该会取数量多的那个数据源或是进行并集。</p>
</span><span style="color: black;">而Google则相对简单，<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>在账户里对跟踪<span style="color: black;">源自</span>进行<span style="color: black;">选取</span>，让账户安装数<span style="color: black;">表示</span>所<span style="color: black;">选取</span>的那个数据源。（<span style="color: black;">乃至</span>在<span style="color: black;">无</span>任何跟踪sdk的<span style="color: black;">状况</span>下，<span style="color: black;">针对</span>安卓，<span style="color: black;">因为</span>Google Play是自家的，Google账户<span style="color: black;">能够</span>直接<span style="color: black;">选取</span>用Google Play的跟踪数据。）</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">而后</span><span style="color: black;">咱们</span>继续来<span style="color: black;">处理</span>本文的主旨内容：Google AC<span style="color: black;">宣传</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同期</span>接入Firebase和Appsflyer，那<span style="color: black;">此时</span>候以哪个为准呢？</span></strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">状况</span>谷歌会看<span style="color: black;">宣传</span>系列在<span style="color: black;">选取</span>Install的优化事件是什么<span style="color: black;">规律</span>，<span style="color: black;">而后</span><span style="color: black;">宣传</span>系统是时刻<span style="color: black;">根据</span>这个定义事件来优化的。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">选取</span>的事件<span style="color: black;">源自</span>是AF的话，<span style="color: black;">便是</span>AF的回传了；<span style="color: black;">倘若</span>是Firebase的话，<span style="color: black;">便是</span>Firebase的。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>取决于谷歌账户事件设置的First
open<span style="color: black;">源自</span>，当该Campaign设置成Firebase的事件，就统计的安装是Firebase<span style="color: black;">源自</span>；<span style="color: black;">倘若</span>是第三方<span style="color: black;">例如</span>AF的，则是以第三方的定义<span style="color: black;">源自</span>。<span style="color: black;">因此</span></span><strong style="color: blue;"><span style="color: black;">不管是哪个平台的定义，<span style="color: black;">意见</span>这两个平台在打点的时候<span style="color: black;">规律</span>是统一的</span></strong><span style="color: black;">，<span style="color: black;">这般</span><span style="color: black;">倘若</span><span style="color: black;">同期</span>接了两个平台<span style="color: black;">最少</span>避免了<span style="color: black;">由于</span>打点<span style="color: black;">规律</span><span style="color: black;">区别</span>带来的数据误差部分。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/G3VibibJFFvPV1MsicfnFf6v7dL6czTO0T6RHPE0iawtfQrsLoyhjrXicMXVVqTLkRVvgFkUicwJ0IhcJ6bpibxf2ia2dA/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/G3VibibJFFvPV1MsicfnFf6v7dL6czTO0T64Q6NVuLLibxIrJ6xvvbbBWWSicUXiaNF0tn5biaeMroEAGUNL7glQaeia5A/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>上图，<span style="color: black;">第1</span>个和第二个Campaign<span style="color: black;">选取</span>的是第三方Appsflyer的
事件点，第三个Campaign<span style="color: black;">选取</span>的是Firebase的事件点，在安装次数的时候<span style="color: black;">源自</span>就不相同。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>不分<span style="color: black;">源自</span>看，且同一个账户<span style="color: black;">同期</span>用了两个平台的事件点进行<span style="color: black;">宣传</span>系列优化，就需要<span style="color: black;">重视</span>，<span style="color: black;">宣传</span>系列层级<span style="color: black;">表示</span>的【安装次数】<span style="color: black;">因为</span>每次只能<span style="color: black;">选取</span>其中一个平台的事件，<span style="color: black;">拥有</span>排他性，两平台是不会重复记录的；<span style="color: black;">然则</span>【所有转化次数】和【所有转化价值】是会被两个平台重复计算的，<span style="color: black;">倘若</span>要<span style="color: black;">按照</span>这两个指标看内购<span style="color: black;">状况</span>的话，还是分事件<span style="color: black;">源自</span><span style="color: black;">或</span><span style="color: black;">详细</span>事件操作来进行查看，<span style="color: black;">以避免</span><span style="color: black;">导致</span>数据多次重复的<span style="color: black;">状况</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>咱们Google
ads接了Firebase平台的话，<span style="color: black;">咱们</span><span style="color: black;">制品</span>打点并回传给Firebase安装等数据，<span style="color: black;">而后</span>Firebase给到Google数据，进行自归因的处理后展<span style="color: black;">此刻</span>Google
ads平台上；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而Appsflyer是会把所有数据给到Google，Google进行安装等数据的归因认领后展<span style="color: black;">此刻</span>Google
ads上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌属于自归因平台，但事件数据的回传上<span style="color: black;">因为</span>是两个<span style="color: black;">区别</span>的平台，在回传的时候<span style="color: black;">针对</span>谷歌系统<span style="color: black;">来讲</span>，是来自<span style="color: black;">区别</span>的检测打点<span style="color: black;">源自</span>，<span style="color: black;">因此</span>会默认是两个<span style="color: black;">区别</span>的事件进行统计；而安装的定义在<span style="color: black;">宣传</span><span style="color: black;">选取</span>转化事件的时候就<span style="color: black;">已然</span>确定<span style="color: black;">独一</span><span style="color: black;">源自</span>了，<span style="color: black;">因此</span>在归因的时候不会被重复记录到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">所以<span style="color: black;">同期</span>接了多平台事件以后，谷歌是不会对安装（首次打开）以外的其他事件进行排重处理的。优化的时候需要分账号进行转化事件的授权和优化，<span style="color: black;">或</span>是分事件<span style="color: black;">源自</span>进行查看。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上为本期<span style="color: black;">所有</span>内容，各位<span style="color: black;">宣传</span>主磕</span><strong style="color: blue;"><span style="color: black;">扫描下方二维码添加掌慧科技HuiiMedia优化师小Huii，加入行业垂直交流群，探讨投放技巧。</span></strong></p>
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