Brutally Honest #93: UA in the Post IDFA World

This analysis explores user acquisition (UA) strategies for mobile gaming in early 2024, focusing on optimizing performance in a privacy-centric, post-IDFA environment. The primary thesis emphasizes the necessity of leveraging automated bidding tools and high-impact creative "hooks" to maintain efficiency as traditional targeting methods decline. The scope covers global mobile gaming trends with specific tactical advice for Google’s App campaigns and creative production.

Key technical findings center on the optimization of Google Ad-based target Return on Ad Spend (tROAS) campaigns. Effective implementation requires setting conversion windows that capture approximately 90% of value, typically recommending one-to-three-day windows for ad-revenue-based ROAS and seven-to-fourteen-day windows for standard tROAS. Initial targets should be set at or 20% below current achieved ROAS to ensure spend liquidity. To avoid campaign volatility, adjustments should be limited to 10–20% increments no more than twice per week, though radical changes are encouraged if performance remains stagnant.

The analysis also highlights the critical role of creative "hooks" in reducing Cost Per Install (CPI). Top-performing examples from 2023, such as those from Whiteout Survival and Candy Crush Saga, demonstrate that unique, attention-grabbing openings—particularly those utilizing viral trends, celebrity appearances, or real-life footage—are essential for capturing user interest. Furthermore, the broader industry context is noted through the rise of hybrid-casual games, which saw five billion downloads in 2022, signaling a shift toward gameplay models that blend casual mechanics with sophisticated monetization. Data is derived from practitioner experience, industry observations, and specific campaign performance metrics.