Setting Goals and Navigating Data Scarcity in iOS Measurement and Advertising

This chapter explores the significance of setting goals in iOS measurement and advertising. It discusses the variations in goals based on the app, organization, and end user, and emphasizes the importance of considering vertical and monetization models for accurate reporting and optimization. The chapter also discusses the challenges posed by the SKAN framework in a post-IDFA era and the need for a strategic approach to obtain necessary insights for optimization.