How to win with Apple Search Ads in a post-ATT world - with Thomas Petit, Growth Consultant
Curated from: The Mobile User Acquisition Show
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💎 ASA attribution doesn't depend on IDFA
Apple Search Ads’ AdServices attribution doesn’t depend on the IDFA but more importantly doesn’t depend on the ATT consent status, which means ASA needs to be handled slightly differently than other UA channels.
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💎 AdServices is pretty granular
The payload when a user is coming from one of your ASA campaigns is pretty granular: you can get keyword-level data and you can get retention as well as other post-install metrics.
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💎 Recommended campaign structure
Thomas still likes to have ad groups (regardless of how they group keywords - meaning, LTV, etc.) “duplicated” so that he ends up with 3 ad groups targeting New Users LAT Off, Returning Users LAT off and All Users. It’s a more complex structure (and there is some audience overlap), but the conversion/ARPU/retention performance can be entirely different depending on the targeting. It also helps if/when deciding from where to pull back spend.
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⛏️ 💎 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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