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.

💎 ASA attribution doesn't depend on IDFA

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.

💎 AdServices is pretty granular

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.

💎 Recommended campaign structure

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical. In this episode, we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit. Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic. KEY HIGHLIGHTS 🤺 How you needed to adapt to LAT remained unchanged since 2016 until this year. 🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status. 🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple. 🧪 The mechanics of user level data measurement and tracking without the IDFAs. 🔍 The Ad Services framework doesn’t require an MMP. 🐶 The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now. 🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA. 🤽 Search tab campaigns can actually work for returning users. 🛍️ The somewhat ambiguous Ads Personalization setting. 🥝 How the new-returning-open structure that helps maximize scale on ASA. 🧱 What’s coming with iOS 15. ⚙️ Are budgets shifting to ASA after ATT enforcement? Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/ ** Check out our podcasts: The Mobile Acquisition Show http://MobileUserAcquisitionShow.com - feat. all things mobile user acquisition. http://HowThingsGrow.co - feat. inside stories of how technology evolves and grows. ** Get more mobile user acquisition goodies here - or engage us to run your mobile user acquisition activity: http://RocketShipHQ.com http://RocketShipHQ.com/blog **

marketingandsales

Marketing & Sales

product

Product & Design

leadershipandmanagement

Leadership & Management

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.

In this episode, we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.

Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.

KEY HIGHLIGHTS

🤺  How you needed to adapt to LAT remained unchanged since 2016 until this year.
🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status.
🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple.
🧪 The mechanics of user level data measurement and tracking without the IDFAs.
🔍 The Ad Services framework doesn’t require an MMP.
🐶  The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now.
🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA.
🤽 Search tab campaigns can actually work for returning users.
🛍️ The somewhat ambiguous Ads Personalization setting.
🥝 How the new-returning-open structure that helps maximize scale on ASA.
🧱 What’s coming with iOS 15.
⚙️ Are budgets shifting to ASA after ATT enforcement?


Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/ 

**

Check out our podcasts: 
The Mobile Acquisition Show 
http://MobileUserAcquisitionShow.com - feat. all things mobile user acquisition.
http://HowThingsGrow.co - feat. inside stories of how technology evolves and grows.

**

Get more mobile user acquisition goodies here - or engage us to run your mobile user acquisition activity:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

**

The Mobile User Acquisition Show features strategies, tips and pointers from the leading edge of mobile user acquisition that help you unlock tremendous growth for mobile apps in a sustainable and capital-efficient manner.

How to win with Apple Search Ads in a post-ATT world - with Thomas Petit, Growth Consultant

💎 ASA attribution doesn't depend on IDFA

💎 AdServices is pretty granular

💎 Recommended campaign structure

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