Welcome to the first episode of the Mobile Dev Memo Academy preview series.

Our guest today is Thomas Petit. Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (inc. 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups.  He’s run campaigns since the first day, spending 7 digits on the platform directly and also run audits on many other accounts, is certified by Apple, SearchAdsHQ & ASOdesk - and is a regular public speaker on the topic.

In today’s episode, we dive into a crucial but underappreciated aspect of user acquisition on Apple Search(and also elsewhere) - LAT - or Limit Ad Tracking. Limit Ad Tracking essentially means you cant track your users because their IDFAs show up as zero. In this masterclass, Thomas shows us ways to think about and make estimations to understand and capitalize on LAT, which can have a significant impact on user acquisition strategy.

Also: Thomas is teaching the course ‘Apple Search Ads: Beyond The Basics’ for Mobile Dev Memo Academy. If you are interested in going much deeper into LAT and all things Apple Search related, you should definitely check out his course on the Mobile Dev Memo Academy at http://mdm.academy.

Key Highlights:

🤔 Why there can be a 30 to 70% difference between Apple Search and MMPs.

👀 What LAT is - and how these users are marked by Apple and Google. Why LAT installs don't get seen in MMPs.

🚧 How different channels handle LAT. Why LAT can sometimes mean that a significant portion of your audience is unreachable on Facebook and Instagram.

⛰ Geowise, OS-wise and vertical wise differences in LAT-on percentages.

🔞 Apple turns on LAT by default for anyone under 18.

🤷‍♂️ How a marketer might find out what percentage of users have LAT turned on.

💸 Why avoiding targeting users with LAT on can be more expensive than targeting them.

👍 How Thomas recommends bidding for LAT on users vs. all users.

📈 How Thomas recommends estimating LTV/retention/monetization of LAT on users in the absence of perfect tracking.

🙅‍♂️ Why attributing organic revenue to LAT on users can potentially open up a Pandora’s box.

Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/the-mysterious-lat-and-how-to-tame-it-with-thomas-petitgrowth-consultant/

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