The Mysterious LAT, and How to Tame It – with Thomas Petit

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15

Thomas Petit (Growth Consultant) talks about Limit Ad Tracking, how to think about it and make estimations to understand and capitalize on LAT.

Source:
The Mysterious LAT, and How to Tame It – with Thomas Petit
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
April 20, 2020
Added to the Vault on:
April 22, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

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.  

11:01
💎 #
2

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. 

12:15
💎 #
3

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

13:45
💎 #
4

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. 

16:00
💎 #
5

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. 

18:48
💎 #
6

LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%. 

20:20
💎 #
7

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). 

22:38
💎 #
8

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.  

25:21
💎 #
9

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. 

26:38
💎 #
10

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. 

27:20
💎 #
11

Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups. 

28:25
💎 #
12

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

29:10
💎 #
13

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.  

34:50
💎 #
14

Compare the 3 cohorts (Search Ads LAT OFF, Organic LAT OFF, Organic LAT ON) in terms of onboarding, conversions, retention, LTV, etc.  

35:30
💎 #
15

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. 

35:40
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

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.  

11:01
💎 #
2

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. 

12:15
💎 #
3

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

13:45
💎 #
4

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. 

16:00
💎 #
5

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. 

18:48
💎 #
6

LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%. 

20:20
💎 #
7

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). 

22:38
💎 #
8

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.  

25:21
💎 #
9

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. 

26:38
💎 #
10

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. 

27:20
💎 #
11

Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups. 

28:25
💎 #
12

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

29:10
💎 #
13

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.  

34:50
💎 #
14

Compare the 3 cohorts (Search Ads LAT OFF, Organic LAT OFF, Organic LAT ON) in terms of onboarding, conversions, retention, LTV, etc.  

35:30
💎 #
15

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. 

35:40
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💎 #
1

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.  

11:01
💎 #
2

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. 

12:15
💎 #
3

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

13:45
💎 #
4

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. 

16:00
💎 #
5

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. 

18:48
💎 #
6

LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%. 

20:20
💎 #
7

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). 

22:38
💎 #
8

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.  

25:21
💎 #
9

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. 

26:38
💎 #
10

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. 

27:20
💎 #
11

Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new users and returning users groups. 

28:25
💎 #
12

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

29:10
💎 #
13

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.  

34:50
💎 #
14

Compare the 3 cohorts (Search Ads LAT OFF, Organic LAT OFF, Organic LAT ON) in terms of onboarding, conversions, retention, LTV, etc.  

35:30
💎 #
15

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. 

35:40
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Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Become a member to:
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Why there can be a 30 to 70% difference between Apple Search and MMPs

ASA is very different from other channels: how you manage and how you measure it.

Measurement:

  • Always discrepancies between your source of traffic and MMP, it's never matching. But usually they are "acceptable" like 5%.
  • On Apple Search Ads, the difference is around 30% and 70% which makes it a nightmare.


Why it's happening (also check Thomas' MAMA board on the true ROAS of ASA here):

  • Apple calls an install when the package is installed on the device but the MMP counts "first open" only. This could be up to 5% if your app is big (build size)
  • Redownloads/reattribution dealt very differently by Apple and MMP
  • In the early days of Apple Search Ads, there was a latency problem with the API and MMP. It use to be a problem around 5-8%. We still don't know if it is a problem
  • Biggest problem comes from LAT users


LAT: Limit Ad Tracking

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:

  • SDK networks (AppLovin, Chartboost, etc.) show ads to LAT users but the MMP manages to attribute them through other techniques, so it's not a problem
  • [💎@11:01] 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 ads.
  • (They still see ads, they are just not relevant as Facebook will show web ads)
  • [💎@12:15] 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.
  • Apple Search Ads is another way to reach them
  • [💎@13:45] 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


The LAT range you target varies a lot depending on where you advertise your app.

  • If you have little organic activity and you use Facebook/programmatic then your LAT will be extremely low
  • [💎@16:00] Geo is a big factor. The US is one of the market where the range is the highest: the 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.
  • At the world level the rate is probably around 20% but depends on the country: Russia and Brazil are outliers with very low LAT rate. Oddly, Germany has a LAT rate smaller than other European country.
  • There are also differences depending on the vertical.
    - People using VPN apps are often LAT (60-70%). So if you are mostly advertising your VPN app on Facebook you are missing out on a lot of people.
    - [💎@18:48] 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. Because of that some social networks have a higher rate of LAT.


[💎@20:20] LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.


How to find/measure your LAT users

If you run Apple Search Ads, you must look into it.

  • Add columns LAT ON/LAT OFF to your Apple Search Ads interface
  • Check in your MMP (Adjust has a column for it for example), they should provide them
  • Check your analytics to find the cohort of IDFA0


2 reasons to measure your LAT users:

  1. To understand the channels better
  2. To understand if you are missing out on that IDFA0 cohort (e.g. if you've been running a lot of ads on FB)

[💎@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).


How do you adjust your bidding strategy to account for LAT on ASA

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:

  1. I don't want LAT ON users → Pretty rudimentary
  2. I'll take all LAT ON user and make some extrapolation → Thomas used to do this early on. Extrapolation is not necessarily reliable but at least you're targeting the users.
  3. [💎@26:38] 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. Example: $1/click for all users $2/click for LAT OFF.


[💎@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:

  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 (even if you specify "new users": they report the redownloads but you can not target/exclude them)


To get LAT OFF, target just 18+ users. Gender would take LAT OFF as well, and location doesn't seem to do it.


How to think about estimating LTV/retention profile of LAT users?


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:

  • [💎@35:30] Compare the 3 cohorts in terms of onboarding, conversions, retention, LTV, etc. :
    - Search Ads LAT OFF
    - Organic LAT OFF
    - Organic LAT ON
  • [💎@35:40] 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.


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.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

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

ASA is very different from other channels: how you manage and how you measure it.

Measurement:

  • Always discrepancies between your source of traffic and MMP, it's never matching. But usually they are "acceptable" like 5%.
  • On Apple Search Ads, the difference is around 30% and 70% which makes it a nightmare.


Why it's happening (also check Thomas' MAMA board on the true ROAS of ASA here):

  • Apple calls an install when the package is installed on the device but the MMP counts "first open" only. This could be up to 5% if your app is big (build size)
  • Redownloads/reattribution dealt very differently by Apple and MMP
  • In the early days of Apple Search Ads, there was a latency problem with the API and MMP. It use to be a problem around 5-8%. We still don't know if it is a problem
  • Biggest problem comes from LAT users


LAT: Limit Ad Tracking

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:

  • SDK networks (AppLovin, Chartboost, etc.) show ads to LAT users but the MMP manages to attribute them through other techniques, so it's not a problem
  • [💎@11:01] 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 ads.
  • (They still see ads, they are just not relevant as Facebook will show web ads)
  • [💎@12:15] 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.
  • Apple Search Ads is another way to reach them
  • [💎@13:45] 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


The LAT range you target varies a lot depending on where you advertise your app.

  • If you have little organic activity and you use Facebook/programmatic then your LAT will be extremely low
  • [💎@16:00] Geo is a big factor. The US is one of the market where the range is the highest: the 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.
  • At the world level the rate is probably around 20% but depends on the country: Russia and Brazil are outliers with very low LAT rate. Oddly, Germany has a LAT rate smaller than other European country.
  • There are also differences depending on the vertical.
    - People using VPN apps are often LAT (60-70%). So if you are mostly advertising your VPN app on Facebook you are missing out on a lot of people.
    - [💎@18:48] 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. Because of that some social networks have a higher rate of LAT.


[💎@20:20] LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.


How to find/measure your LAT users

If you run Apple Search Ads, you must look into it.

  • Add columns LAT ON/LAT OFF to your Apple Search Ads interface
  • Check in your MMP (Adjust has a column for it for example), they should provide them
  • Check your analytics to find the cohort of IDFA0


2 reasons to measure your LAT users:

  1. To understand the channels better
  2. To understand if you are missing out on that IDFA0 cohort (e.g. if you've been running a lot of ads on FB)

[💎@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).


How do you adjust your bidding strategy to account for LAT on ASA

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:

  1. I don't want LAT ON users → Pretty rudimentary
  2. I'll take all LAT ON user and make some extrapolation → Thomas used to do this early on. Extrapolation is not necessarily reliable but at least you're targeting the users.
  3. [💎@26:38] 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. Example: $1/click for all users $2/click for LAT OFF.


[💎@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:

  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 (even if you specify "new users": they report the redownloads but you can not target/exclude them)


To get LAT OFF, target just 18+ users. Gender would take LAT OFF as well, and location doesn't seem to do it.


How to think about estimating LTV/retention profile of LAT users?


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:

  • [💎@35:30] Compare the 3 cohorts in terms of onboarding, conversions, retention, LTV, etc. :
    - Search Ads LAT OFF
    - Organic LAT OFF
    - Organic LAT ON
  • [💎@35:40] 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.


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.


The notes from this resource are only available to premium members.

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↘ At this point, you know what to do ↙
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Why there can be a 30 to 70% difference between Apple Search and MMPs

ASA is very different from other channels: how you manage and how you measure it.

Measurement:

  • Always discrepancies between your source of traffic and MMP, it's never matching. But usually they are "acceptable" like 5%.
  • On Apple Search Ads, the difference is around 30% and 70% which makes it a nightmare.


Why it's happening (also check Thomas' MAMA board on the true ROAS of ASA here):

  • Apple calls an install when the package is installed on the device but the MMP counts "first open" only. This could be up to 5% if your app is big (build size)
  • Redownloads/reattribution dealt very differently by Apple and MMP
  • In the early days of Apple Search Ads, there was a latency problem with the API and MMP. It use to be a problem around 5-8%. We still don't know if it is a problem
  • Biggest problem comes from LAT users


LAT: Limit Ad Tracking

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:

  • SDK networks (AppLovin, Chartboost, etc.) show ads to LAT users but the MMP manages to attribute them through other techniques, so it's not a problem
  • [💎@11:01] 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 ads.
  • (They still see ads, they are just not relevant as Facebook will show web ads)
  • [💎@12:15] 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.
  • Apple Search Ads is another way to reach them
  • [💎@13:45] 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


The LAT range you target varies a lot depending on where you advertise your app.

  • If you have little organic activity and you use Facebook/programmatic then your LAT will be extremely low
  • [💎@16:00] Geo is a big factor. The US is one of the market where the range is the highest: the 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.
  • At the world level the rate is probably around 20% but depends on the country: Russia and Brazil are outliers with very low LAT rate. Oddly, Germany has a LAT rate smaller than other European country.
  • There are also differences depending on the vertical.
    - People using VPN apps are often LAT (60-70%). So if you are mostly advertising your VPN app on Facebook you are missing out on a lot of people.
    - [💎@18:48] 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. Because of that some social networks have a higher rate of LAT.


[💎@20:20] LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.


How to find/measure your LAT users

If you run Apple Search Ads, you must look into it.

  • Add columns LAT ON/LAT OFF to your Apple Search Ads interface
  • Check in your MMP (Adjust has a column for it for example), they should provide them
  • Check your analytics to find the cohort of IDFA0


2 reasons to measure your LAT users:

  1. To understand the channels better
  2. To understand if you are missing out on that IDFA0 cohort (e.g. if you've been running a lot of ads on FB)

[💎@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).


How do you adjust your bidding strategy to account for LAT on ASA

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:

  1. I don't want LAT ON users → Pretty rudimentary
  2. I'll take all LAT ON user and make some extrapolation → Thomas used to do this early on. Extrapolation is not necessarily reliable but at least you're targeting the users.
  3. [💎@26:38] 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. Example: $1/click for all users $2/click for LAT OFF.


[💎@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:

  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 (even if you specify "new users": they report the redownloads but you can not target/exclude them)


To get LAT OFF, target just 18+ users. Gender would take LAT OFF as well, and location doesn't seem to do it.


How to think about estimating LTV/retention profile of LAT users?


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:

  • [💎@35:30] Compare the 3 cohorts in terms of onboarding, conversions, retention, LTV, etc. :
    - Search Ads LAT OFF
    - Organic LAT OFF
    - Organic LAT ON
  • [💎@35:40] 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.


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.