Family Wall

The context

FamilyWall is a mobile assistant that helps simplify families’ daily organization. The app allows everyone to share their schedule, monitor household expenses, manage grocery lists and meal plans, among many other features. Since the end of 2021, Addict Mobile has been helping FamilyWall in developing 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, there is no attribution for users with a version later than 14.5 outside of the SKAdNetwork, Apple’s own solution for attribution. While very reliable for tracking installs across all sources, the attribution of in-app events is more complex. Monitoring performances on iOS campaigns (we are talking “in-app subscription”), is therefore a challenge.

Strategy

To address the lack of visibility into campaign performance using traditional attribution (deterministic with IDFA), we have developed a predictive performance model with a specific strategy for iOS campaigns.

An in-depth analysis of organic traffic and installation volume attributed by the SKAdNetwork, combined with historical data provided by FamilyWall, allowed us to refine the view of campaign performances. SKAdNetwork provided the foundation for the estimation model while feeding data sources into the 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 leading to increased investments across all acquisition campaigns. The user distribution shifted from a majority of Android users to iOS users. With improved visibility into performance and by overcoming the constraints of App Tracking Transparency, we achieved historic performances by increasing the number of installations and consequently the number of subscriptions within the application.