Brutally Honest #114: UA in the Post-IDFA World

The primary focus of this analysis is the optimization of user acquisition (UA) and monetization strategies for mobile games in a post-IDFA environment. It emphasizes that a standardized approach to key performance indicators (KPIs) is no longer effective. Instead, success requires setting distinct Return on Ad Spend (ROAS) goals for each UA channel, noting that platforms like Applovin and Unity often outperform Google and Facebook in long-term retention.

The analysis highlights the necessity of tracking deep retention data at the 60, 90, and 120-day marks to establish realistic payback periods. A critical finding is that setting a 120-day payback goal is mathematically unfeasible if retention drops to zero by day 90. Consequently, UA managers must align their spending with the specific LTV curves and retention profiles of their titles, generally accepting that higher ROAS targets will result in lower overall spending.

Beyond UA metrics, the scope covers the operational evolution of the hybrid-casual segment, specifically examining SayGames. This case study illustrates how a small team of 170 people achieved a 375% increase in In-App Purchase (IAP) revenue by transitioning from hyper-casual models to hybrid-casual frameworks. This shift was supported by heavy investment in internal automation, custom analytics systems, and a shift in monetization that balances interstitial ads with strategic currency use. The findings suggest that the modern mobile landscape demands a rigorous, data-driven approach to both creative testing and long-term cohort analysis to maintain profitability.