To meet iOS privacy thresholds and trigger consistent SKAN postbacks, daily budgets should be set at five to eight times the Android cost-per-install, often requiring a minimum of $600 compared to $200 on Android.

According to "Brutally Honest #29": To meet iOS privacy thresholds and trigger consistent SKAN postbacks, daily budgets should be set at five to eight times the Android cost-per-install, often requiring a minimum of $600 compared to $200 on Android.

Campaign management requires a mandatory 72-hour waiting period after launch before making adjustments to account for SKAN conversion delays, with an additional 24 to 72 hours needed for full data capture.

According to "Brutally Honest #29": Campaign management requires a mandatory 72-hour waiting period after launch before making adjustments to account for SKAN conversion delays, with an additional 24 to 72 hours needed for full data capture.

Geographic targeting should be consolidated into LTV-based tiers—grouping markets like the US, UK, Germany, and Japan—rather than segmenting by language to maintain necessary data density.

According to "Brutally Honest #29": Geographic targeting should be consolidated into LTV-based tiers—grouping markets like the US, UK, Germany, and Japan—rather than segmenting by language to maintain necessary data density.

Broad targeting strategies are more effective than granular interest or lookalike segments, as they reduce audience overlap and improve algorithmic performance.

According to "Brutally Honest #29": Broad targeting strategies are more effective than granular interest or lookalike segments, as they reduce audience overlap and improve algorithmic performance.

On Facebook, utilizing Automated App Ads (AAA) with hybrid optimization for both installs and purchases helps lower acquisition costs while maintaining player quality.

According to "Brutally Honest #29": On Facebook, utilizing Automated App Ads (AAA) with hybrid optimization for both installs and purchases helps lower acquisition costs while maintaining player quality.

Effective growth strategies must be based on disciplined, deep analysis rather than immediate reactions to initial campaign performance data.

According to "Brutally Honest #29": Effective growth strategies must be based on disciplined, deep analysis rather than immediate reactions to initial campaign performance data.

ArticleMatej Lancaric

Brutally Honest #29

3 Mar 2026~4 min full read

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Key insights

6 takeaways · ~2 min read

01
To meet iOS privacy thresholds and trigger consistent SKAN postbacks, daily budgets should be set at five to eight times the Android cost-per-install, often requiring a minimum of $600 compared to $200 on Android.
02
Campaign management requires a mandatory 72-hour waiting period after launch before making adjustments to account for SKAN conversion delays, with an additional 24 to 72 hours needed for full data capture.
03
Geographic targeting should be consolidated into LTV-based tiers—grouping markets like the US, UK, Germany, and Japan—rather than segmenting by language to maintain necessary data density.
04
Broad targeting strategies are more effective than granular interest or lookalike segments, as they reduce audience overlap and improve algorithmic performance.
05
On Facebook, utilizing Automated App Ads (AAA) with hybrid optimization for both installs and purchases helps lower acquisition costs while maintaining player quality.
06
Effective growth strategies must be based on disciplined, deep analysis rather than immediate reactions to initial campaign performance data.

Summary

User acquisition strategies for mobile gaming must evolve to address the limitations imposed by Apple’s SKAdNetwork (SKAN) and the resulting privacy thresholds. Successfully navigating the post-IDFA landscape requires a significant shift in budget allocation and campaign structure. To trigger consistent postbacks and meet privacy thresholds on iOS, daily budgets should be substantially higher than those used for Android. A recommended benchmark is to multiply the Android cost-per-install by five to eight times to determine a starting daily budget, often requiring a jump from $200 on Android to at least $600 on iOS.

Consolidating geographic targets into tiered buckets based on lifetime value (LTV) rather than language is essential for maintaining data density. High-value tiers typically include major markets like the United States, United Kingdom, Germany, and Japan, while secondary tiers focus on European and select Asian markets. Broad targeting strategies are preferred over granular interest or lookalike segments to reduce overlap and improve algorithmic performance. On platforms like Facebook, utilizing Automated App Ads (AAA) with a hybrid optimization for both installs and purchases can help lower costs while maintaining player quality.

Patience is a critical component of modern campaign management. Adjustments should be avoided for at least 72 hours following a launch to allow for the inherent delays in SKAN conversion postbacks. Evaluation of performance requires an additional 24 to 72 hours of observation beyond the initial window to ensure all data is fully captured. Beyond technical execution, professional user acquisition management requires a disciplined approach to strategy development, emphasizing that effective growth plans are built on deep analysis rather than immediate, off-the-cuff responses during initial consultations.

Brutally Honest #29

Key insights

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