iOS 14+ UA Strategy

Understanding the New iOS Landscape

What Changed

• ATT requirement: Must ask permission to track
• IDFA deprecation: ~70% of users opt out
• SKAN framework: Apple's privacy-preserving attribution
• Limited data: Delayed, aggregated, no user-level data
• Conversion values: Only 64 possible values (SKAN 3)

SKAN Strategy

Conversion Value Design

With only 64 values in SKAN 3 (more flexibility in SKAN 4), you must carefully design what to measure:

• Revenue buckets: Group revenue into ranges
• Event combinations: Encode multiple events
• Time-based: Measure early engagement
• Hybrid: Combine revenue + engagement

Timer Management

SKAN's 24-hour measurement window affects what you can capture. Consider:

• Early engagement events (registration, tutorial)
• First purchase within 24 hours
• Engagement depth (sessions, time)

Attribution Strategies

1. SKAN Attribution

Apple's official framework. Limited but reliable. Always use as foundation.

2. Modeled Conversions

Ad networks model conversions based on probabilistic signals. Useful for optimization but not true attribution.

3. Incrementality Testing

Measure true lift through holdout tests. Gold standard but requires scale.

4. Media Mix Modeling

Aggregate analysis of marketing impact. Good for strategic decisions.

ATT Prompt Optimization

While you can't force opt-in, you can improve rates:

• Pre-prompt education screens
• Explain user benefit clearly
• Time prompt after value delivery
• Test different messaging

Platform-Specific Tips

• Meta: Use Aggregated Event Measurement (AEM)
• Google: Enable SKAN reporting in UAC
• TikTok: Events API for server-side tracking
• Apple Search Ads: First-party, no ATT impact

Best Practices

1. Accept data limitations; optimize for directional signals
2. Invest in SKAN conversion value strategy
3. Use multiple measurement approaches
4. Increase Android spend if iOS efficiency drops
5. Focus on contextual targeting over behavioral