How Top Studios Use Data to Win in a Post-ATT World

Key insights

5 slides

The challenge

Mobile gaming faces persistent user acquisition and measurement challenges.

Apple's App Tracking Transparency (ATT) framework has created difficulties in user acquisition and measurement for the mobile gaming industry.

Data integration

Implementing the Conversions API (CAPI) provides a 3-5% ROAS lift.

CAPI utilizes server-side signals like hashed emails and phone numbers to improve platform targeting, resulting in a measurable lift in Return on Ad Spend.

It's like sending a direct, verified message instead of relying on a general broadcast.

ROAS boost. CAPI implementation leads to a 3-5% ROAS lift by improving targeting.

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Summary

The mobile gaming industry faces a persistent challenge in user acquisition and measurement following the implementation of Apple’s App Tracking Transparency (ATT) framework. The primary thesis is that success in this post-ATT environment no longer relies on a single solution but rather on a sophisticated, multi-tool approach that integrates diverse measurement strategies to overcome signal and visibility loss. Top-performing studios distinguish themselves by effectively navigating these constraints to maintain growth and optimize return on ad spend (ROAS).

Key findings indicate that while many studios struggle with low ATT opt-in rates, industry leaders achieve rates as high as 50% through optimized pre-prompt messaging and direct user engagement. A critical, often underutilized component of the modern toolkit is the Conversions API (CAPI), which enables server-side data transmission and can drive 3–5% ROAS lifts. Furthermore, web-to-app strategies and Marketing Mix Modeling (MMM) have emerged as essential tactics for studios with sufficient scale, while the convergence of user acquisition and monetization creates a virtuous cycle where higher lifetime value (LTV) enables increased bidding and greater market penetration.

The analysis covers the global mobile gaming sector as of mid-2025, focusing on the technical evolution of measurement across iOS, Android, and web platforms. The methodology relies on expert insights from industry leadership, specifically drawing on technical deep-dives into measurement frameworks like SKAdNetwork, CAPI, and AI-driven optimization. By shifting focus from last-touch attribution to holistic, data-driven frameworks, studios can turn inherent data limitations into a competitive advantage, ultimately fostering a more resilient and scalable approach to mobile growth.