Brutally Honest #111: UA in the Post IDFA World

This industry analysis provides strategic guidance for mobile user acquisition (UA) and performance marketing in the current privacy-centric landscape. The primary thesis emphasizes a shift toward data-driven creative testing and the optimization of return on ad spend (ROAS) over traditional cost-per-action (CPA) metrics. The scope focuses on global mobile gaming markets, specifically Android campaign structures across the United States, Tier 1 countries, and the rest of the world, while highlighting the rise of the hybrid-casual genre.

Key findings suggest a specific budget allocation for Google Ads, recommending a split of 70% for in-app purchases and 30% for ad-based monetization. For Android campaigns, the analysis advocates for a tiered spending structure ranging from $250 to $2,500 per day depending on the region, utilizing three to five ad groups with diverse creative angles such as user-generated content, 3D animations, and altered gameplay. A critical technical conclusion is that target ROAS campaigns consistently outperform target CPA purchase campaigns in terms of financial returns, even if engagement-based events show slightly better retention.

The analysis also examines the success of the publisher Supercent as a case study for the transition from hyper-casual to hybrid-casual models. Data indicates that titles like Pizza Ready and Outlets Rush generate approximately $9 million in combined monthly revenue, driven by high-volume UA spending estimated at $7 million to $8 million per month. This strategy yields profit margins of 10% to 20% by prioritizing ad revenue while gradually scaling in-app purchase potential. The methodology relies on a mix of first-hand UA consultancy experience, creative framework testing, and third-party market intelligence from Sensor Tower to form these industry benchmarks.