Andy Carvell is the co-founder of the growth consulting firm Phiture. Before founding Phiture, Andy led the retention team at Soundcloud, where he helped drive some massive experimentation-driven growth. He is also known for his Mobile Growth Stack, a framework that was built on a 15-year career developing mobile products. 

In today’s conversation, Andy outlines the impact of privacy changes in iOS 14 on retention and engagement strategies, especially how the reduced reliance on IDFAs impacts tooling and targeting. He also talks about what to look forward to in iOS 14, and using successful strategies from his push notification playbook to increase IDFA opt-ins.

KEY HIGHLIGHTS

🥰 Why the impact of iOS 14 on retention strategies for apps might not be huge.
🆔 What are scoped identifiers? They’re the reason analytics and attribution will continue to operate as they do post iOS 14 as well.
🔀 Cross-platform user tracking that currently uses the IDFA will need to change
🔗 Deep linking will still exist. Deferred deep linking needs figuring out.
💨 Shifting from deterministic to probabilistic methods to identify users will make some magic vanish.
👀 Using fingerprinting to identify users might be a grey area in Apple’s privacy ruling.
🌎 Privacy changes will affect geofencing campaigns and segments that require accuracy to work.
👍 Surprisingly most CDPs are well set up with regard to user privacy; and have solutions to continue without IDFAs for most part.
📒 Account creation within apps is going to become more important.
😎 Cool stuff to look forward to in iOS 14.
📋 How to use push notification prompt strategies to get pre-permissions for IDFAs.
📚 There are other opt-in playbooks to learn from.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-idfa-changes-in-ios-14-will-impact-retention-and-engagement-strategies-with-andy-carvell-co-founder-at-phiture/

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