Sub Club Podcast — Episode Summary

Episode: How to Optimize User Acquisition Across Major Ad Channels
Date: March 13, 2025
Host(s): David Barnard, Jacob Eiting
Guest: Shane Ly, Solutions Architect at AppsFlyer

Main Theme

This episode explores the rapidly evolving landscape of user acquisition (UA) for subscription apps in 2025. With expert insights from Shane Ly (AppsFlyer), the conversation dives into the performance and measurement changes across major ad networks—Apple Search Ads, TikTok, Meta, Google—and emerging opportunities with platforms like Reddit. The focus is on how improved attribution technologies are driving renewed confidence and efficiency in UA investments, plus actionable best practices for app marketers.

Key Discussion Points and Insights

1. The State of User Acquisition in 2025

• Signal Loss on iOS:
  • SKAdNetwork’s limited measurement windows have made attributing conversions more complex. Creative measurement approaches are required.
  • Android remains “business as usual.”
• Recent Developments:
  • 2024/2025 has brought new attribution methods and expanded signals, improving UA efficiency and confidence, particularly for iOS.

2. Channel-by-Channel Breakdown

Apple Search Ads

• Reliability:
  • Remains a strong, foundational channel for subscription app UA due to clear, robust measurement abilities.
• Recent Change — View-Through Attribution:
  • Now includes not just click-through but also impressions (“view-through”) for attribution.
  • “Now they're able to see the performance of the view through attributions. Regardless, you're still able to filter these within the dashboard.” — Shane (04:42)
• Impact:
  • Levels the playing field with Meta, TikTok, and Google, which already had view-through attribution. Not “over-attributing,” but providing an additional measurement signal.

TikTok

• Growth and Signal Improvements:
  • Major advances in 2024: TikTok became a self-reporting/attributing network and, more recently, an “advanced SRN” (self-reporting network).
  • Improved data flow allows much better attribution and user lifetime value (LTV) calculations.
• Quote:
  • “We're getting the signals better, quicker because we're not reliant on SKAdNetwork's delay mechanism. In addition, you're able to LTV the users.” — Shane (06:41)

Meta (Facebook, Instagram)

• Strong Recovery Post-ATT:
  • Regained much effectiveness via adoption of multiple attribution approaches, including app install campaigns (advanced SRNs), Web-to-App flows, and parallel SKAdNetwork use.
• Quote:
  • “Just to recap, it is app install campaigns with advanced SRNs in 2025. That's a very big signal recovery. There still are Web2App plays with Meta itself.” — Shane (07:35)
• Best Practice:
  • Utilize multiple UA methods in parallel to maximize signal collection and attribution reliability.

SKAdNetwork (Scan)

• Broader Adoption & Ongoing Limitations:
  • Now implemented by 100+ networks; deterministic for install tracking, but limited for subscription attribution due to privacy and postback fidelity loss.
• Subscription Funnel Measurement:
  • Scan 4.0 enables 35-day windows, but downstream events (like subscription renewals) are not always reliably fed back into big network algorithms due to privacy thresholds.
• Quote:
  • “You could be missing 10% of that traffic. …That is something that's still an issue today with SKAdNetwork.” — Shane (09:53)

Google & YouTube

• Major Change — ATT Prompt on YouTube:
  • YouTube now serves ATT prompts on iOS, enabling device-level attribution for the first time.
• Impact:
  • Enables measurement partners to LTV YouTube-acquired users, similar to other platforms.
• Opt-in Rates:
  • Vary widely: 10%–60%, but always recommended to prompt for more downstream data points.
• Quote:
  • “YouTube now serves an ATT prompt. Very exciting for us… Now that YouTube has it, that's been a huge advantage.” — Shane (11:34)

Spending Trends

• General Trend:
  • Greater confidence in channel efficiency has led to increased UA spend across all major networks (TikTok, Meta, Google).
• Quote:
  • “With additional data points, we now are seeing advertisers invest a little bit more confidently itself.” — Shane (13:34)

Emerging Channels — Reddit & Others

• Reddit:
  • Substantial recent investment by Reddit into its app install ad network and attribution. Now an SRN, providing better measurement and a large, engaged user base.
• Quote:
  • “Reddit has pretty much kickstarted their ad network this year... They've grown quite a bit. They became an SRN... and they have a large user base. So it's definitely… up and coming and something that should be considered for subscription apps.” — Shane (14:41)

3. Strategies and Best Practices

Core Advice for Marketers (15:37)

• Centralize Measurement:
  • Use an unbiased measurement platform to compare performance across all spend channels (Meta, Google, TikTok, etc.).
• Layer in Re-engagement Tactics:
  • Implement email pushes or retargeting for users who’ve been acquired but haven’t subscribed.
• Configure SKAdNetwork Thoughtfully:
  • Rely on measurement partners’ tools (like AppsFlyer’s Conversion Studio) to flexibly configure conversion values for events, revenue, and funnel steps—removing manual developer guesswork.

Notable Quotes & Memorable Moments

• On View-Through Attribution and Fairness:

  • “They are leveling the playing field. So Meta, TikTok, Google all do view through attributions today. …So I would not call that over attribution. I would essentially say that it's an additional signal.” — Shane (04:42)

• On SKAdNetwork’s Subscription Data Limitations:

  • “When it actually comes to did they subscribe, you could be missing 10% of that traffic.” — Shane (09:53)

• On Google’s New ATT Prompt:

  • “YouTube now serves an ATT prompt. …We're now starting to see attributions to YouTube itself and you're able to get the same signal.” — Shane (11:34)

• On Confidence and Spend:

  • “Now 2024, 2025, with additional data points, we now are seeing advertisers invest a little bit more confidently itself.” — Shane (13:34)

• On Reddit’s Opportunity:

  • “Reddit has pretty much kickstarted their ad network this year… So it's definitely one of those networks that are up and coming and something that should be considered for subscription apps.” — Shane (14:41)

Timestamps for Key Segments

| Timestamp | Segment | |---|---| | 02:06 | State of User Acquisition in 2025 (Challenges & Opportunity) | | 02:37 | Apple Search Ads & View-Through Attribution Changes | | 05:10 | TikTok: Measurement Improvements & SRN Integration | | 07:10 | Meta: Post-ATT Recovery & Parallel Attribution Strategies | | 08:33 | SKAdNetwork: Adoption, Limitations, and Best Practices | | 11:23 | Google: YouTube Adding ATT Prompt and Attribution Effects | | 13:07 | Spend Trends Across Major Networks | | 14:04 | Reddit and Emerging UA Channels | | 15:37 | Best Practices: Centralized Measurement & Re-engagement |

Takeaways for App Marketers

• Leverage multiple acquisition channels and capitalize on new measurement improvements (especially with SRNs and increased post-ATT signals).
• Configure SKAdNetwork smartly, but rely on your measurement partner for simplification.
• Don't overlook emerging channels like Reddit for efficient, underused UA opportunities.
• Confidence in attribution is leading to broad increases in ad spend—if you haven’t revisited your UA approach, now’s the time.

AppsFlyer remains central for attribution and measurement in the app ecosystem; for latest data and strategies, marketers are encouraged to check out AppsFlyer resources and RevenueCat's State of Subscription Apps Report.