Thomas Petit (Growth Consultant) talks about Limit Ad Tracking, how to think about it and make estimations to understand and capitalize on LAT.
Facebook has decided to never show mobile app ads to LAT users. Because the LAT cohort is about 20-30% in the ecosystem, a huge amount of your potential audience is never going to see your Facebook app install ads.
Since you can't reach that LAT cohort with app campaigns you might want to run web campaigns towards a landing page and then to your app.
You can also target these LAT users on the web, either directly (if you "hack your way"
- not always reliable) or through landing pages
- "Web" Google Ads - Outbrain/Taboola
Geo is a big factor. The US is one of the market where the range is the highest: average rate was 30% last quarter. You can go to your MMP/Analytics to check the rate: if you're way below this then you are not reaching a big part of your audience.
On Apple Search Ads, Apple self-categorizes as LAT anyone that is under 18 even if LAT is not activated on the device. There are no ads at all for users under 13.
LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
If your rate of LAT is extremely low and it's not related to your vertical, there are probably some actions that could allow you to spend less than on Facebook (for example).
The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) so it would be a shame to miss out on it.
Target both group on Apple Search Ads: LAT OFF only and then everybody (→ multiply your ad groups by 2). Have a bid for the LAT OFF (more trackable, more expensive) and have another bid level for the other group. Use extrapolations to manage your bids.
An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it lowers your TOFU prices.
Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups.
You really only need 3 ad groups per keyword(s) group:
1. New users LAT OFF
2. Returning users LAT OFF
3. Open group: "All users" (LAT ON) ad group which include both new users and returning users
Start splitting your organic between "organic LAT OFF" and "organic LAT ON" in your internal system so you understand each cohort's behavior. You can measure the behavior of thee cohorts against organic and Search Ads.
Compare the 3 cohorts (Search Ads LAT OFF, Organic LAT OFF, Organic LAT ON) in terms of onboarding, conversions, retention, LTV, etc.
Compare the size of these cohorts. Stop targeting LAT ON for a week or two, and look how the 2 organic cohorts are evolving and use this to make extrapolations for the future.
Facebook has decided to never show mobile app ads to LAT users. Because the LAT cohort is about 20-30% in the ecosystem, a huge amount of your potential audience is never going to see your Facebook app install ads.
Since you can't reach that LAT cohort with app campaigns you might want to run web campaigns towards a landing page and then to your app.
You can also target these LAT users on the web, either directly (if you "hack your way"
- not always reliable) or through landing pages
- "Web" Google Ads - Outbrain/Taboola
Geo is a big factor. The US is one of the market where the range is the highest: average rate was 30% last quarter. You can go to your MMP/Analytics to check the rate: if you're way below this then you are not reaching a big part of your audience.
On Apple Search Ads, Apple self-categorizes as LAT anyone that is under 18 even if LAT is not activated on the device. There are no ads at all for users under 13.
LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
If your rate of LAT is extremely low and it's not related to your vertical, there are probably some actions that could allow you to spend less than on Facebook (for example).
The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) so it would be a shame to miss out on it.
Target both group on Apple Search Ads: LAT OFF only and then everybody (→ multiply your ad groups by 2). Have a bid for the LAT OFF (more trackable, more expensive) and have another bid level for the other group. Use extrapolations to manage your bids.
An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it lowers your TOFU prices.
Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups.
You really only need 3 ad groups per keyword(s) group:
1. New users LAT OFF
2. Returning users LAT OFF
3. Open group: "All users" (LAT ON) ad group which include both new users and returning users
Start splitting your organic between "organic LAT OFF" and "organic LAT ON" in your internal system so you understand each cohort's behavior. You can measure the behavior of thee cohorts against organic and Search Ads.
Compare the 3 cohorts (Search Ads LAT OFF, Organic LAT OFF, Organic LAT ON) in terms of onboarding, conversions, retention, LTV, etc.
Compare the size of these cohorts. Stop targeting LAT ON for a week or two, and look how the 2 organic cohorts are evolving and use this to make extrapolations for the future.
Facebook has decided to never show mobile app ads to LAT users. Because the LAT cohort is about 20-30% in the ecosystem, a huge amount of your potential audience is never going to see your Facebook app install ads.
Since you can't reach that LAT cohort with app campaigns you might want to run web campaigns towards a landing page and then to your app.
You can also target these LAT users on the web, either directly (if you "hack your way"
- not always reliable) or through landing pages
- "Web" Google Ads - Outbrain/Taboola
Geo is a big factor. The US is one of the market where the range is the highest: average rate was 30% last quarter. You can go to your MMP/Analytics to check the rate: if you're way below this then you are not reaching a big part of your audience.
On Apple Search Ads, Apple self-categorizes as LAT anyone that is under 18 even if LAT is not activated on the device. There are no ads at all for users under 13.
LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
If your rate of LAT is extremely low and it's not related to your vertical, there are probably some actions that could allow you to spend less than on Facebook (for example).
The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) so it would be a shame to miss out on it.
Target both group on Apple Search Ads: LAT OFF only and then everybody (→ multiply your ad groups by 2). Have a bid for the LAT OFF (more trackable, more expensive) and have another bid level for the other group. Use extrapolations to manage your bids.
An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it lowers your TOFU prices.
Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups.
You really only need 3 ad groups per keyword(s) group:
1. New users LAT OFF
2. Returning users LAT OFF
3. Open group: "All users" (LAT ON) ad group which include both new users and returning users
Start splitting your organic between "organic LAT OFF" and "organic LAT ON" in your internal system so you understand each cohort's behavior. You can measure the behavior of thee cohorts against organic and Search Ads.
Compare the 3 cohorts (Search Ads LAT OFF, Organic LAT OFF, Organic LAT ON) in terms of onboarding, conversions, retention, LTV, etc.
Compare the size of these cohorts. Stop targeting LAT ON for a week or two, and look how the 2 organic cohorts are evolving and use this to make extrapolations for the future.
Notes for this resource are currently being transferred and will be available soon.
ASA is very different from other channels: how you manage and how you measure it.
Measurement:
Why it's happening (also check Thomas' MAMA board on the true ROAS of ASA here):
Enabled by both Google and Apple for many years but it was not activated a lot. This option is never activated by default and users can activate it in their settings. When you activate the option it corresponds to wiping out your IDFA number to 0. As a result advertisers can not rely on the IDFA number.
Apple always reports LAT on installs in the interface but you never see them in your MMP. Installs are in your MMP but marked as organic.
LAT users exist by themselves (not on channels) and channels deal with this problem differently:
The LAT range you target varies a lot depending on where you advertise your app.
[💎@20:20] LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
If you run Apple Search Ads, you must look into it.
2 reasons to measure your LAT users:
[💎@22:38] If your rate of LAT is extremely low and it's not related to your vertical, there are probably some actions that could allow you to spend less than on Facebook (for example).
The first reflex of people was to decide not to target LAT at all. You can do that by selecting an age criteria (e.g. 18+ yo) and Apple will stop sharing ads to LAT users.
The problem is that a lot of advertisers have done that which puts more pressure on the LAT off inventory which in turns becomes more expensive.
[💎@25:21] The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) and it would be a shame to miss out on it.
Strategies you can adopt:
[💎@27:20] An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it lowers your TOFU prices.
It makes your structure more complex but that shouldn't be a problem with automation tools.
[💎@28:25] Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups.
[💎@29:10] You only need 3 ad groups:
To get LAT OFF, target just 18+ users. Gender would take LAT OFF as well, and location doesn't seem to do it.
Easier method
Extrapolate based on the LAT numbers. Example: you know the tracked cohort (LAT ON) generated $100, and that there was 20% of LAT ON users in this mix then you take $20 out of the organic cohort and attribute it to the LAT ON cohort.
→ ok and easy but a bit shaky: sometimes it looks like the numbers are off. Taking revenue from organic is not a great practice (pandora box). You can use it as an input but do not report on it, for example to assign a lower ROAS goal (10-15%). It also assumes that LAT OFF and LAT ON have the same behavior.
Other method
[💎@34:50] Start splitting your organic between "organic LAT OFF" and "organic LAT ON" in your internal system so you understand each cohort's behavior. You can measure the behavior of thee cohorts against organic and Search Ads.
Then:
The organic LAT ON cohort is definitely one to monitor, even if it includes many other users than the ones coming from Apple Search Ads.
When you are running this analysis, make sure you split iOS/Android because Android is going to bring the numbers down.
Understanding LAT is a way to better understand the relation between paid and organic.
ASA is very different from other channels: how you manage and how you measure it.
Measurement:
Why it's happening (also check Thomas' MAMA board on the true ROAS of ASA here):
Enabled by both Google and Apple for many years but it was not activated a lot. This option is never activated by default and users can activate it in their settings. When you activate the option it corresponds to wiping out your IDFA number to 0. As a result advertisers can not rely on the IDFA number.
Apple always reports LAT on installs in the interface but you never see them in your MMP. Installs are in your MMP but marked as organic.
LAT users exist by themselves (not on channels) and channels deal with this problem differently:
The LAT range you target varies a lot depending on where you advertise your app.
[💎@20:20] LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
If you run Apple Search Ads, you must look into it.
2 reasons to measure your LAT users:
[💎@22:38] If your rate of LAT is extremely low and it's not related to your vertical, there are probably some actions that could allow you to spend less than on Facebook (for example).
The first reflex of people was to decide not to target LAT at all. You can do that by selecting an age criteria (e.g. 18+ yo) and Apple will stop sharing ads to LAT users.
The problem is that a lot of advertisers have done that which puts more pressure on the LAT off inventory which in turns becomes more expensive.
[💎@25:21] The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) and it would be a shame to miss out on it.
Strategies you can adopt:
[💎@27:20] An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it lowers your TOFU prices.
It makes your structure more complex but that shouldn't be a problem with automation tools.
[💎@28:25] Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups.
[💎@29:10] You only need 3 ad groups:
To get LAT OFF, target just 18+ users. Gender would take LAT OFF as well, and location doesn't seem to do it.
Easier method
Extrapolate based on the LAT numbers. Example: you know the tracked cohort (LAT ON) generated $100, and that there was 20% of LAT ON users in this mix then you take $20 out of the organic cohort and attribute it to the LAT ON cohort.
→ ok and easy but a bit shaky: sometimes it looks like the numbers are off. Taking revenue from organic is not a great practice (pandora box). You can use it as an input but do not report on it, for example to assign a lower ROAS goal (10-15%). It also assumes that LAT OFF and LAT ON have the same behavior.
Other method
[💎@34:50] Start splitting your organic between "organic LAT OFF" and "organic LAT ON" in your internal system so you understand each cohort's behavior. You can measure the behavior of thee cohorts against organic and Search Ads.
Then:
The organic LAT ON cohort is definitely one to monitor, even if it includes many other users than the ones coming from Apple Search Ads.
When you are running this analysis, make sure you split iOS/Android because Android is going to bring the numbers down.
Understanding LAT is a way to better understand the relation between paid and organic.
ASA is very different from other channels: how you manage and how you measure it.
Measurement:
Why it's happening (also check Thomas' MAMA board on the true ROAS of ASA here):
Enabled by both Google and Apple for many years but it was not activated a lot. This option is never activated by default and users can activate it in their settings. When you activate the option it corresponds to wiping out your IDFA number to 0. As a result advertisers can not rely on the IDFA number.
Apple always reports LAT on installs in the interface but you never see them in your MMP. Installs are in your MMP but marked as organic.
LAT users exist by themselves (not on channels) and channels deal with this problem differently:
The LAT range you target varies a lot depending on where you advertise your app.
[💎@20:20] LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
If you run Apple Search Ads, you must look into it.
2 reasons to measure your LAT users:
[💎@22:38] If your rate of LAT is extremely low and it's not related to your vertical, there are probably some actions that could allow you to spend less than on Facebook (for example).
The first reflex of people was to decide not to target LAT at all. You can do that by selecting an age criteria (e.g. 18+ yo) and Apple will stop sharing ads to LAT users.
The problem is that a lot of advertisers have done that which puts more pressure on the LAT off inventory which in turns becomes more expensive.
[💎@25:21] The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) and it would be a shame to miss out on it.
Strategies you can adopt:
[💎@27:20] An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it lowers your TOFU prices.
It makes your structure more complex but that shouldn't be a problem with automation tools.
[💎@28:25] Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups.
[💎@29:10] You only need 3 ad groups:
To get LAT OFF, target just 18+ users. Gender would take LAT OFF as well, and location doesn't seem to do it.
Easier method
Extrapolate based on the LAT numbers. Example: you know the tracked cohort (LAT ON) generated $100, and that there was 20% of LAT ON users in this mix then you take $20 out of the organic cohort and attribute it to the LAT ON cohort.
→ ok and easy but a bit shaky: sometimes it looks like the numbers are off. Taking revenue from organic is not a great practice (pandora box). You can use it as an input but do not report on it, for example to assign a lower ROAS goal (10-15%). It also assumes that LAT OFF and LAT ON have the same behavior.
Other method
[💎@34:50] Start splitting your organic between "organic LAT OFF" and "organic LAT ON" in your internal system so you understand each cohort's behavior. You can measure the behavior of thee cohorts against organic and Search Ads.
Then:
The organic LAT ON cohort is definitely one to monitor, even if it includes many other users than the ones coming from Apple Search Ads.
When you are running this analysis, make sure you split iOS/Android because Android is going to bring the numbers down.
Understanding LAT is a way to better understand the relation between paid and organic.
