Then came iOS 14, with all the user privacy-related transformations the mobile advertising space has undergone since then. With these changes in place, user acquisition managers have reclaimed their position as an essential resource for marketing teams to navigate the more complex iOS mobile advertising ecosystem. While the belgium business fax list way measurement works is changing and evolving, marketers will always need to prove that their campaigns are successful in order to attract users to their apps. Optimizing for the highest possible opt-in rate is the foundation of any good strategy, as you’re not just getting deterministic data, but using that data to drive the algorithms and logic needed to drive predictive lifetime value (pLTV). This makes strategic, adaptable, and technically skilled UA managers indispensable for any app marketing business.
Data ambiguity reintroduces guesswork into user acquisition
Apple’s privacy changes that began with the arrival of iOS 14.5 have changed the nature of user acquisition and attribution. User acquisition marketers must now contend with the loss of user-level data for iOS users who do not share their IDFA through the AppTracking Transparency (ATT) framework’s permission request. They now have less visibility into those users’ behavior in relation to their campaigns, cannot see accurate ROI or ROAS numbers for each channel, and face significant disruptions to their once increasingly automated user acquisition workflow.
