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Mobile UA post iOS 15 – From Campaign Optimization to Funnel Optimization

With a view to reach cell Person Acquisition put up iOS 15, a big mindset shift must happen, transitioning from marketing campaign optimization to funnel optimization.


Table of Content

On this article, we’ll cowl the previous and the way forward for profitable UA for cell apps and video games.

The previous: Earlier than iOS 14.5

Earlier than iOS 14.5 (do not forget that!?) a UA staff executed a confirmed and repeatable methodology that was fairly simple.

A mean UA staff would mainly establish commercial channels that had been applicable for the kind of viewers they had been making an attempt to achieve. As Fb and Google acquired approx 65% of all cell advert spend {dollars}, it sounds cheap to assume that the typical advert community combine for that staff was about the identical, counting on Fb, Google after which a number of advert networks like Vungle, AppLovin, Ironsource, Unity, and extra.

After figuring out these networks, the UA staff would arrange a direct line of communication with them and create hyper-targeted campaigns corresponding to AEO (app occasion optimization), VO (worth optimization), and numerous lookalike campaigns.

The UA staff would report to those networks “occasions” that signaled to the networks the customers they wished extra of (let’s assume customers that made probably the most in-app purchases), then allowed these networks to optimize the campaigns accordingly.

The UA staff would then feed a really great amount of advert creatives to the networks, who would repeatedly check which one labored finest in opposition to the objective of getting the best quantity of high-value customers.

The UA optimization sport then modified to figuring out the campaigns that generated probably the most ROAS (additionally measurable by way of an attribution platform) and shifted extra spend in direction of these campaigns.

However what was missing from that optimization sport was a deep understanding of who the customers putting in had been, however extra importantly, why they had been putting in, and based mostly on which artistic and advertising messaging.

The above was completed in a “black field”. The UA staff assumed a job much like an investor, allocating funds in direction of excessive ROAS campaigns and hitting their KPI numbers, all the time making an attempt to reduce CPIs.

The change: The 2021 cell UA awakening

Lately, the work that the advert networks carried out for the UA groups of pre-iOS 14.5, is usually not possible.

Sure, some networks are nonetheless utilizing fingerprinting strategies to try to carry out the identical means they did earlier than, however as Apple declared conflict on fingerprinting, it’s only a matter of time till they’re in a position to implement it. Apple doesn’t actually must implement it in a means that truly tracks all situations of fingerprinting.

As soon as Apple decides to make use of deterrence, they simply want to choose just a few builders that participate within the fingerprinting scheme, take away them from the App Retailer, after which make the price of using that follow extraordinarily costly. Even with a low chance of getting caught, it might result in a collapse of that cell enterprise because the app could be faraway from the shop.

So, in the event you hearken to the advert networks and what they’re proposing to make UA greenback efficiency higher, you’ll perceive that they’re suggesting shifting to broader marketing campaign focusing on and investing in clever user-centric, motivation-led creatives to draw high-quality customers.

Right here is Fb’s report on the subject dubbed The Large Catch (as in catching high-quality customers from the ocean of broad marketing campaign focusing on).

Evidently, this modifications the function of the UA staff from that of an investor allocating budgets, to that of an explorer and a standard marketer who’s discovering new audiences, and studying find out how to persuade them to put in your cell app or sport product.

That goes to be the one approach to proceed executing UA methods that can result in the worthwhile progress of your person base.

The long run: Cell UA utilizing context to drive UA

So what does it imply to have a look at issues extra like a “funnel”?

We’re arguing that for the longest time (in my private view, it was the longest of any business on this planet) the cell business had struck an unwritten take care of the advert networks. The deal was, “we’ll provide you with our person’s private information, and also you’ll discover extra folks like them.”

This has induced some advertising abilities to apostrophize (researching audiences and what motivates them to put in) and disproportionately induced different abilities to develop past some other business (data-driven fashions and mathematical methodologies to optimize advert spend throughout many alternative sources).

Sooner or later, we’ll all want to speculate a bit extra in creativity and person analysis in an effort to proceed to provide above-average ROAS.

This requires us to open that black field to begin creating funnels that match creatives and messaging (on advertisements and on App Retailer product pages) with actual audiences.

When lifting the lid, what we see is that this:

What UA actually appears to be like like in follow is tens (or a whole bunch in some instances) of tens of millions of impressions of advertisements taking place throughout social apps, cell video games, apps, and the cell internet throughout a number of web sites.

Completely different advert creatives are being proven in every stock slot, and the tip result’s that quite a lot of visitors is reaching our App Retailer product web page, albeit with a really totally different mindset.

Let’s put on the cell sport hat for a sec (I really like you, app folks).

  • Does a person that lands in your product web page after enjoying an in-depth hardcore RPG sport or an off-the-cuff phrase sport actually include the identical mindset?
  • Are they actually going to be motivated in the identical approach to set up your sport?
  • Or are there going to be totally different motivators that’ll work for every person?

We have to see the actual funnels our customers are coming from. The general impression high quality any UA operation goes to obtain goes to be decrease, as these networks have a lot much less energy to search out the high-value customers among the many ocean of extraordinary ones.

With a view to affect that high-value person, you possibly can’t simply depend on the community to focus on them for you, you’ll must “catch” them in that large ocean.

And the way in which to do that is by understanding who they’re, and the context they’re coming with.

The top results of such “funnel mapping” might be as follows:


As an alternative of simply “campaigns” you’ll have funnels which might be going to be grouped in line with the contextual supply these customers are coming from, corresponding to Phrase video games, or Trivia video games.

You’ll have a funnel you’ll be capable to deal with, growing extra spend (by focusing on promoting extra for these apps) and studying in regards to the viewers of “Trivia sport gamers.” You’ll uncover which kind of messages ought to work for them on the advert artistic degree, in addition to on the App Retailer product web page degree.

As you’ll be capable to create as much as 35 customized product pages per nation, there’s no cause why you shouldn’t “mine” your broader UA impressions for extra set up conversions. How? By uncovering the true contextual funnels these customers are going by way of, and matching your advertising messages to every one.

The choice is simple to think about.

When UA visitors turns into broader, and your messaging doesn’t alter, you might need a very good conversion price for the Trivia viewers and in the event you occur to transform them, they justify most likely only a fraction of your general UA visitors. As the remainder would convert fairly poorly (since you’re utilizing a Trivia viewers messaging in your App Retailer product web page), your general UA efficiency KPIs might be a lot decrease.

The one approach to recuperate these KPIs could be by

  • adjusting and tailoring the best message to every funnel
  • discovering new precious and bigger audiences
  • and understanding the cell advert networks won’t do that for you.

Within the phrases of Fb:

“We frequently see video games advertisers use lookalike audiences and worth optimizations to nice impact.

However over-reliance on some instruments or approaches can, in flip, imply over-reliance on a comparatively

slim viewers. By repeatedly utilizing the identical optimization instruments and identical lookalike

audiences, advertisers danger limiting themselves to the gamers they’re aware of, which may in

flip restrict progress.

There are a number of levers you should utilize to increase this viewers pool. Some depend on totally different

public sale methods, like new optimizations, placements or focusing on. However you may also use advert

artistic as a lever to achieve and convert totally different audiences. Additionally, as gaming advertisers look

to diversify their methods in response to an evolving advertisements ecosystem, motivation-led creatives

present a future-proof answer.

The Fb Advert Public sale is efficient at serving the best folks for the best artistic. So, by

offering it with new, differentiated artistic constructed with the Large Catch, you possibly can increase your

attain. And increasing your pool expands your progress potential.”