Family Wall

The context

FamilyWall is a mobile assistant that helps to simplify the everyday life of families. The app allows for everyone to share their schedule, monitor household expenses, and manage grocery lists and meal plans, among many other functions. Since the end of 2021, Addict Mobile has been helping FamilyWall to develop its acquisition strategy.

Issues

The issue here is to deploy advertising campaigns on iOS despite current constraints imposed by App Tracking Transparency and the absence of in-app consent pop-ups. Indeed, FamilyWall has chosen not to integrate the pop-up to preserve its user experience as well as privacy. The lack of a consent pop-up in the iOS version makes all clients opt-out by default on traditional MMPs. As a consequence no attribution exists for users with an earlier iOS14.5 version except for SKAdNetwork, Apple’s own attribution solution. While very reliable for tracking installs across all sources, the attribution of in-app events is more complex. Following performances on iOS campaigns (we are talking “in-app subscription”), is therefore a challenge.

Strategy

To offset the lack of visibility on campaign performance through traditional attribution (deterministic with IDFA), we have defined a predictive performance model together with a strategy, specific to iOS campaigns.

An in-depth analysis of the organic traffic and installation volume attributed by the SKAdNetwork, coupled with historic data supplied by FamilyWall, allowed us to refine the view of campaign performances. SKAdnetwork allowed us to establish the estimation model basis while feeding the data to source algorithms.

If you want to know more about our methodology, please read our article Understand the SKAdNetwork data to maintain the performance level of your acquisition campaigns

Model and growth iteration

Once the model was tested and approved, it was deployed and allowed for increasing investments over all the acquisition campaigns. The spread of users per OS has changed from an Android majority to iOS. Thanks to good performance visibility and by freeing itself from the App Tracking Transparency restrictions, we have thus achieved historic performances by increasing the number of installations and consequently the number of subscriptions within the app.