Brutally Honest #110: User Acquisition in the Post IDFA World

This industry analysis provides a strategic overview of mobile user acquisition (UA) and market trends in early 2024, focusing on the evolving landscape of post-IDFA marketing. The primary thesis emphasizes that despite industry narratives regarding the decline of iOS tracking, the platform remains a dominant force for high-value acquisition, particularly when paired with emerging automation tools and specific social channels.

Key findings highlight the integration of generative AI into the Google campaign workflow, allowing marketers to produce static assets directly within the platform. The analysis suggests a specific tactical shift: creating ad groups comprised entirely of AI-generated statics to test performance against traditional assets. In terms of platform distribution, data from recent soft launches suggests a recommended budget split of 70% for iOS and 30% for Google Play, contradicting common sentiments that iOS UA is no longer viable. TikTok is identified as the premier channel for driving global scale, supported by a secondary mix of AppLovin, Meta, Moloco, and Mistplay.

The scope of the analysis covers global launch strategies with specific emphasis on localized campaigns for the United States, South Korea, Germany, and Japan. Beyond technical UA tactics, the commentary addresses industry-wide challenges in community management and monetization, citing the controversial pricing tiers and matchmaking preferences in Escape from Tarkov as a cautionary tale of eroding player goodwill. The methodology relies on qualitative industry observations, soft launch data from major titles like Squad Busters, and direct experience managing UA frameworks in a privacy-centric environment. Overall, the findings advocate for a data-driven approach that prioritizes creative testing and aggressive iOS spending to achieve global scale.