Work as if the date [for iOS14] is tomorrow.

This was one of the key take-aways from an informative webinar hosted today by Tinuiti, with guests from Liftoff and AppsFlyer.  As Liz Emery, Snr. Director of Mobile Strategy at Tinuiti put it, “We work as if the date [for iOS14] is tomorrow”.  The urgency cannot be stressed any more than this. If you don’t yet have a plan for post-IDFA measurement, then start immediately.  Stop looking for loopholes.  If you’ve not heeded the earlier warnings during 2020 from leading analysts such as John Koetsier when he said, “The IDFA is going the way of the Dodo bird.” then do it now before it is too late.  If you are not yet aware of the severe limitations of SKAdNetwork then contact us below to schedule a conversation.

Credit: Tinuiti Webinars: How IDFA Changes Will Impact All Marketers

Devices will be going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate areas that will be impacted include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, the lights will go out! 

As Alex Dohrmann (Snr. Sales Engineer, Liftoff) reminded us, “Now is the time to get your data in place.”. MetricWorks can help you do that to keep the lights on with the ONLY future-proof measurement solution that is rich, accurate, granular and incremental. We’ll even let you test drive it for FREE

Here are a few things you should start doing today and how MetricWorks can help:

  1. If you haven’t yet, test SKAdNetwork now.
  2. Test drive our incremental measurement solution for FREE while you still have precious time before IDFA deprecation.
  3. Compare your results from parallel testing our incremental measurement solution AND SKAdNetwork to develop your post-IDFA measurement strategy.
  4. Then, look to the future and ask yourself: Do you really want to start building your long term measurement strategy after the lights have already gone out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so that you are thriving while your competition is floundering. We can definitely help you do that.

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Are you part of the 75% that are NOT prepared for iOS14/IDFA updates?

According to a recent poll on an interesting webinar by JoyPac, 75% of respondents said that they are NOT well enough prepared for IDFA changes. The webinar hosted by  of JoyPac, featured Ioana Hreninciuc (GameAnalytics) and Christopher Farm () underscores “the need for more data science” and an “understanding of statistical methods” to make sense of the new signals. 

The good news is that we can help you get prepared in the short time that you have left before IDFA deprecation.  Our top-down incremental measurement is packed with these statistical methods to help you quickly get prepared for post-IDFA. The best part is that you can take it for a spin for FREE

As a reminder, measurement granularity is a major gap within SKAdNetwork and we’re glad to see JoyPac, GameAnalytics and Tenjin draw attention to this issue. Developers will need to prioritize investments in data science and statistical analysis in order to process more signals post-IDFA.  Acquiring these skill sets can be expensive. With our DSaaS (Data-Science-as-a-Service) solution, you can inexpensively and easily achieve the accurate, granular measurement that you need to successfully operate post-IDFA.  The full webinar is available below. 

Keep in mind that our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork: 

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

If you suspect that your measurement plan does not address the above gaps,  contact us today to discuss.  Time is running out and the competition is breathing down your neck. Our measurement solution can put you in a stronger position post-IDFA and ahead of your competition.


Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Video: How to use econometric models to supplement SKAdNetwork for mobile measurement

Marketers & Data Scientists: Rather than hoping for the best outcome with the limited SKAdNetwork, why not try out a superior measurement approach that is granular, accurate and incremental?  Watch Anthony CrossShamanth M. Rao & Brian Krebs discuss this approach that Shamanth describes as “what might be the smartest way to approach an inherently messy paradigm”. Full video recording available below.

Thanks again to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show and thanks to Anthony Cross (Fmr. VP of UA, Data Science & Product at Big Fish Games) for participating in this conversation.  This is a valuable episode that explains why SKAdNetwork is NOT enough for successful post-IDFA measurement and describes how one can easily supplement SKAdNetwork with econometric modeling and interrupted time series (ITS) to arrive at a robust future-proof measurement apparatus. MetricWorks’ measurement solution makes it easy for you to accomplish this.   It requires really low effort on your part. We invite you to test drive it for FREE

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Time is running out and the competition is breathing down your neck. Why not make sure that your post-IDFA measurement plan is foolproof?  Contact us today to discuss how our measurement solution can put you in a stronger position post-IDFA and ahead of your competition.

Instead of focusing on “fingerprinting” or probabilistic modeling which Apple has already stated in their current terms will NOT be allowed, apply your precious cycles to quickly testing our top-down incremental approach which is the ONLY future-proof measurement solution available today.  

You can also listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Podcast: How to use econometric models to supplement SKAdNetwork for mobile measurement in iOS 14

Thanks to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show and thanks to Anthony Cross (Fmr. VP of UA, Data Science & Product at Big Fish Games) for participating in the conversation.  It is an informative podcast explaining why SKAdNetwork is NOT enough for successful post-IDFA measurement and describes how one can easily supplement SKAdNetwork with econometric modeling and interrupted time series (ITS) to arrive at a robust future-proof measurement apparatus. MetricWorks’ measurement solution makes it easy for you to accomplish this.   It requires really low effort on your part. We invite you to test drive it for FREE

Retention Masterclass By John Koetsier & Peggy Salz

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Time is running out and the competition is breathing down your neck. Why not make sure your post-IDFA measurement plan is foolproof?  Contact us today to discuss how our measurement solution can put you in a stronger position post-IDFA.

Instead of focusing on “fingerprinting” or probabilistic modeling which Apple has already stated in their current terms will NOT be allowed, apply your precious cycles to quickly testing our top-down incremental approach which is the ONLY future-proof measurement solution available today.  

You can listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Is SKAdNetwork Your Whole Post-IDFA Plan? Then Think Again.

If your plan for post-IDFA measurement is built solely on getting the most out of SKAdNetwork, then you are unfortunately going to be in serious trouble.  One of the leading mobile analysts, Peggy Anne Salz described our CEO, Brian Krebs as being “on a mission to measure”.  That is certainly true. In a recent Retention Masterclass interview (see below) Brian talks about devices going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate impacts include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, your lights will go out!

Retention Masterclass By John Koetsier & Peggy Salz

What may seem to many to be a grim view of what is to come, is actually the motivation for creating MetricWorks’ top-down incrementality measurement solution.  Our solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your preparation plan address these gaps?  There is a lot at stake, time is running out and your competition is breathing down your neck.  Why not make sure your plan is foolproof?  Contact us today to close the gaps in your preparation plan. We’re so confident in our solution that we’ll let you test drive it for FREE.  You can watch the full Retention Masterclass interview with Peggy Anne Salz and John Koetsier below (courtesy of the Retention Masterclass).

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Ready For IDFA Deprecation? You Can Count On Us To Help.

We realize that as an advertiser, you are facing a great deal of uncertainty due to Apple’s announcement about iOS14 and IDFA.  First, as the provider of the leading UA automation & LTV prediction engine for mobile gaming, we want to reassure you that we’re here to help. For almost 12 months, we’ve been planning in the background for the upcoming deprecation of device IDs including the IDFA. While this change is a seismic shift for the entire industry including advertisers, publishers, networks, MMPs, and analytics and automation platforms like ours, we see this as an opportunity to not only continue providing our current value, but expanding that even more. Second, part of this expanded value that we’ll provide will be based on fixing the issues caused by the last touch attribution model, which the mobile industry adopted long ago and continued to accommodate till present day.

Credit: MobileDevMemo's UA Automation Level 3 by Eric Seufert

For those not familiar with the above diagram or the implications of Apple’s announcement, let’s recap. Once iOS device IDs disappear to a large extent toward the end of this year, it will no longer be possible to attribute post-install activity including revenue directly to a campaign or publisher app. That means that important metrics like retention, DAUs, LTV, and ROAS will be impossible to evaluate at the campaign or publisher app levels. We are working on “top-down” solutions that algorithmically attribute post-install activity to campaigns/publisher apps so that our platform (UA Command Center) continues to work and deliver value to you without disruption.

Not only will UA Command Center continue to provide accurate LTV predictions and robust optimization algorithms, the solutions that power the algorithmic attribution of post-install activity will also allow us to “fix” the many problems with last touch attribution. In the last touch attribution model, 100% of user activity is attributed to the network that got the last touch just before the user installed the advertiser app. Even though it is very easy to understand, this is often highly misleading and rarely aligns with advertiser value. 

We have been and still are in talks with all of the major industry players to ensure proper alignment and the long-term design and success of our solution. We look forward to sharing more information shortly about our solution. Of course, we are very much in alignment with Apple’s move toward greater personal data privacy and are excited about the opportunities it presents.

As part of our ongoing effort to gather feedback from as many perceptive voices in the industry, we invite you to connect with us to ensure that your concerns are addressed and you have a chance to shape the design of our solution.