In this episode, we delve into the intricacies of Google UAC strategies on iOS post Apple's introduction of App Tracking Transparency (ATT).
We love this episode as this is from an ex Googler who gives us the inside track into the dynamics at play within Google that shaped a lot of the changes that happened post ATT.
Ashley Black describes details about Google’s initial response to ATT, and talks about modeled conversions. We also uncover the challenges and limitations Google faces with iOS ad inventory, particularly the inability to prompt for ATT in browsers and the significant enhancements brought about by SKAN4, including web-to-app tracking.
Tune in to gain a deeper understanding of how Google maneuvers through changes like those that happened with ATT on iOS - and, more importantly, how you can adapt to a post-ATT world on iOS with UAC.
KEY HIGHLIGHTS
🗒 Google’s cautious approach to iOS changes stems from its complex relationship with Apple.
📈 Large and small advertisers perceive and use Google’s modeled conversions differently.
📍Tracking limitations on iOS, such as the inability to prompt for ATT in browsers, significantly impact Google’s ad inventory.
🔐 The introduction of SKAN4 marked a pivotal improvement in tracking web-to-app conversions and overall ad attribution.
✂️ Google’s strategy post-ATT involved a wait-and-see approach, which was often viewed externally as unhelpful.
🔍 Firebase enhances performance on Android but shows less impact on iOS due to limited access to device ID data.
✏️ Effective iOS campaigns with Google require a robust video strategy due to the specific inventory available on the platform.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/an-ex-googlers-guide-to-winning-on-ios-for-google-uac-campaigns-with-ashley-black/
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