2024 has been a dynamic one for user acquisition (UA), with significant technological advancements, evolving industry standards, and shifting marketer priorities reshaping the landscape. Despite challenges, the year has provided new opportunities, particularly for teams able to adapt and innovate.

Key Developments in 2024

The Transition to SKAN 4.0

One of the most discussed updates this year has been the rollout of Apple’s SKAN 4.0 framework. Expected to bring enhanced data granularity and new avenues for data utilization, its adoption has been underwhelming. Many marketers have found the setup and diagnostics too complex, leaving the promising framework underutilized.

According to Upptic Growth Lead Kevin Wu, SKAN 4.0 offers a “blue ocean” opportunity for teams capable of leveraging its potential. However, he notes that “the solutions provided by Apple, while improving, remain challenging to implement, particularly for marketing teams lacking technical resources.” This misalignment between technical complexity and marketer expertise has made adoption a non-starter for many teams.

Take advantage of SKAN 4.0’s blue ocean – reach out to us today to scale your games effectively on iOS!

AI and Its Impact on UA

Artificial intelligence continues to dominate industry discussions. In 2024, a slew of ad networks and providers rebranded themselves as AI-powered, yet the substantive implementation of AI remains limited. Kevin highlighted that while AI’s potential to revolutionize UA is immense, many tools marketed as “AI” simply repurpose existing machine learning models.

The true promise of AI lies in streamlining operations, such as automating campaign setup or enhancing cross-platform coordination. However, significant challenges remain. Current implementations often fail to respect predefined rules, necessitating manual intervention, which undermines the efficiency AI promises.

Platform-Specific Trends

Meta’s Stumbling Customer Service

Once the kingpin of mobile UA, Meta’s service levels have drawn sharp criticism this year – with marketers describing frustrating experiences with customer support, which often ultimately fails to deliver assistance. “We’re trying to actively spend money with them, and yet their support has been historically bad,” noted Upptic Growth Lead Kevin Wu. Upptic CGO Warren Woodward added that the company spends millions of dollars in ad spend monthly and still has difficulty getting heard. This sentiment has been echoed across the industry, with many marketers lamenting Meta’s declining responsiveness.

YouTube’s ATT Transition

YouTube’s adoption of Apple’s App Tracking Transparency (ATT) framework marked another key shift. Historically, YouTube has not provided an ATT prompt to users – until this year. While the majority of YouTube users do not opt in to tracking, enough do that YouTube is now a reliable source of deterministic user data for advertisers. While still in its early stages, this change has already improved the scalability and measurability of campaigns, paving the way for more precise targeting in the years to come.

Emerging Opportunities

iOS as an Untapped Market

Despite the challenges posed by Apple’s privacy frameworks, iOS continues to present untapped potential. Upptic CGO Warren Woodward emphasized that while many competitors have retreated from iOS due to its data complexities, “those willing to invest in the right tools and strategies are uncovering significant opportunities.” Lower CPMs compared to Android due to reduced competition make iOS a fertile ground for innovative UA teams.

The Evolution of UA Roles

The role of UA managers has evolved dramatically. Once reliant on manual adjustments and spreadsheet-heavy analysis, today’s managers focus on interpreting algorithmic outputs and optimizing data pipelines. As Upptic Marketing Director Xander Agosta puts it, “UA is becoming less about pulling levers and more about mastering data science and creative strategy.”

Prospects for 2025

Looking ahead, 2025 promises further evolution in UA:

  • Increased AI Integration: As AI tools mature, expect more intuitive systems capable of handling complex campaigns with minimal human oversight.
  • Greater iOS Investment: With privacy changes settling, more teams may re-enter the iOS space, increasing competition but also innovation.
  • Platform Accountability: Platforms like Meta will need to address their support gaps as marketers seek more reliable partners.

While 2024 has been a year of challenges, it has also highlighted opportunities for forward-thinking teams. As the UA ecosystem continues to evolve, adaptability and technical expertise will remain critical for success in 2025 and beyond.

Looking for some technical expertise for your own user acquisition? Or just need a platform that can distill all your data into easily digestible insights? Reach out to us today!

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