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💎 iOS revenue down since IDFA loss

Consumer Acquisition is seeing iOS revenue down 15-20% across their portfolio of companies, with different impacts for subgenres: the most impacted are games targeting narrow audiences (hunting whales) and apps monetizing with in-app ads.

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Harder for smaller studios

Some brands have a tendency to buy on a blended model, combining organic + paid. Smaller studios tend to focus on direct UA performance, so their KPIs will look worse because a large percentage of downloads are not tracked as well.

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Ad networks doing great (for now)

Upptic sees that on iOS, for certain apps, SDK Networks have started to represent a bigger proportion of the profitable spend than FB/Google. However a possible reason is that major networks are still relying on probabilistic attribution through MMPs, and this might not be a short-sighted approach.

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Onboarding and monetization

What will be very important moving forward: onboarding flows, early monetization signals and a deep understanding of your personas (who you’re building for, what do they read/watch/listen to and their motivations in the external world). This will allow you to cluster creative and interestExample of campaigns: targeting people that like to kill each other vs. people that like to relax vs. people that like to complete levels.

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CURATED BY

sylvainww

⛏️ 💎 Mining Best-in-class Mobile Growth Insights @ GrowthGems.co / Product Growth & Mobile Marketing @ Babbel Love learning and getting better at it. Stay savvy!

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