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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.
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.
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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