Brutally Honest #75: User Acquisition in the Post IDFA World

The primary objective of this analysis is to provide strategic guidance for mobile user acquisition (UA) in a privacy-centric market, specifically addressing the challenges of the post-IDFA landscape. The central thesis argues against over-reliance on a single high-performing marketing channel, advocating instead for a diversified budget allocation to mitigate the "bus factor"—the risk that a sudden platform or policy change could dismantle a company's entire growth engine.

Key findings suggest a healthy UA portfolio should ideally distribute spending across multiple channels to ensure long-term stability. A recommended model involves allocating 20-25% of the budget to primary channels while maintaining several secondary channels at 10% each. While scaling a single channel that demonstrates exceptional Return on Ad Spend (ROAS) is tempting, such results are often temporary. Maintaining a presence in diverse channels allows a company to remain competitive and prepared for inevitable shifts in platform algorithms or privacy regulations.

The scope of the analysis covers the global mobile gaming industry, with specific focus on the operational dynamics between UA consultants and developers. It highlights the critical importance of communication and trust in campaign management, noting that technical strategy—such as shifting from Mobile App Install (MAI) campaigns to App Event Optimization (AEO) for higher quality engagement—can be undermined by poor organizational alignment. The insights are derived from professional experience in the mobile gaming sector, incorporating observations from major industry events like Gamescom and the competitive landscape of titles like Valorant.