DTM #7: I have to limit my UA campaigns on iOS because performance measurement is no longer possible.

User Acquisition myth #7: I have to limit my UA campaigns on iOS because performance measurement is no longer possible.

Following the iOS 14.5 update in May 2021 and the introduction of Apple’s App Tracking Transparency (ATT), it is tempting to want to limit investment on iOS, as measuring performance seems very difficult if not impossible due to the low volume of data and its lack of precision. 

In reality, significant progress has been made since 2021, with numerous advancements and the implementation of new solutions providing more granularity. Running UA campaigns on iOS is not impossible, it is simply essential to understand the changes to adapt to them in the best possible way.

1. Quality of iOS Users

Even though performance measurement on iOS has evolved, users of this OS should not be overlooked. They remain a valuable resource, as they are regarded as highly qualitative users. According to Business of Apps, the 500 million active users on the App Store spend, on average, 1.8 times more within an application than Android users. iOS users are particularly crucial for subscription-based applications. Therefore, investing in campaigns on iOS remains relevant and even essential to reach these qualitative users. 

2. SKAdNetwork evolution

Regarding the measurement of campaign performance, it is true that the data has now changed and is no longer readable in the same way. iOS data is not as easy to read as on Android. However, since the implementation of SKAdNetwork in 2021, progress has been made to address various industry demands.

SKAdNetwork is currently in its 4th iteration and introduces new features such as lowering the privacy threshold, multiple postbacks allowing segmentation of user behaviors over time within the application, and web-to-app attribution, among others. Furthermore, the 5th version is currently under development and is expected to support remarketing. All these developments bring greater granularity with more precise information.

However, it is essential to note that the current version of SKAdNetwork still fails to provide the same level of information as that available before the introduction of ATT. Moreover, this version has not been widely adopted by various channels yet.

Despite these challenges, it is important to emphasize that the current situation is different from that of 2021. Ongoing improvement initiatives are being implemented, marking significant progress in the right direction. 

3. Alternative solutions  

To overcome the limitations of the SKAdNetwork, some industry players have developed probabilistic attribution models to measure the effectiveness of acquisition campaigns without relying on the use of the advertising identifier. An example is Meta’s Aggregated Event Measurement which relies on signals such as e-mail address, telephone number, or IP address. This information is then compared to Meta’s own 1st party data to associate these behaviors with users using a probabilistic method. However, these solutions are vulnerable to potential restrictions imposed by Apple.

In addition, estimation and prediction models have also been developed to better understand the data and manage campaigns.

4. Success on iOS still possible

Since the introduction of ATT, Addict Mobile has continued to support its clients in iOS campaigns with more than satisfactory results. To address the lack of visibility on the performance of iOS campaigns through traditional attribution, a methodology and predictive modeling have been developed, enabling a more precise and actionable data interpretation.

A concrete example illustrating this approach is FamilyWall. By analyzing organic traffic and installation volume via the SKAdNetwork, coupled with historical data provided by FamilyWall, the insight into campaign performance could be refined. An estimation model was then deployed based on these analyses, enabling increased investments across all acquisition campaigns. The implemented strategy resulted in a 130% increase in IPM, a 260% increase in iOS subscriptions, and a 66% decrease in CPA.

Do you need support with iOS campaigns? Don’t hesitate to contact us.