Advantage+ App Campaigns for Games Measured on SKAN 4

SKAdNetwork 4 gives you three postback windows, zero to two days, three to seven, and eight to thirty-five, with a six-bit fine value available only in the first. Most game accounts we take over spend that fine value on install plus first session, which reports back to Meta something it already knew. Redesigning that schema is the single highest-value day of work in this engagement, and it happens in week one. The schema is the work: We encode early monetisation and one retention signal into the fine value, chosen from your own D0 to D3 revenue distribution rather than from a template. Coarse values in the second and third windows carry the later signal, low, medium and high mapped to revenue bands that mean something for your title rather than to arbitrary thirds. Crowd anonymity matters here and is routinely ignored: below the higher tiers Apple withholds the fine value entirely, so a schema that only pays off at high volume reports nothing at all for your smaller campaigns and countries. We design for the volume you have, and revise the schema when you have more. What we set up around it: Mobile measurement partner configuration in AppsFlyer, Adjust or Singular, including the SKAN schema, the aggregated advanced measurement setup for app events, and reconciliation between MMP-attributed and SKAN-attributed installs so that nobody in your studio has to explain the gap twice a quarter. AdAttributionKit for re-engagement postbacks on iOS 17.4 and above, where your title supports deep links worth re-engaging into. On Android, the Privacy Sandbox Attribution Reporting API alongside standard install referrer, with the reporting delay explained to your analysts before it surprises them. Campaign shape: Advantage+ app campaigns, one per operating system per broad market, with value optimisation for in-app purchase where the D7 revenue event volume supports it and app event optimisation where it does not. No ad set fragmentation by country tier, no separate campaigns for lookalike seeds, no manual placement work. Budget changes are batched and the campaign is left alone for a full learning period. If your user acquisition manager cannot resist a Tuesday afternoon budget cut, this arrangement will not survive contact with them, and we would rather agree that up front. How we report: Cohort revenue at D0, D7 and D30 from the MMP, plus blended payback against total marketing spend. We do not report Ads Manager return on ad spend as the headline for a mobile title, because on iOS it is a modelled figure standing on a schema most studios never designed. When we present a paid social number to your board, the MMP cohort sits beside it and any disagreement between the two is explained rather than smoothed. Not included: Creative production, playable ad development, app store listing optimisation, and network buying outside Meta. We also do not write your in-game economy, though we will tell you when the campaign is being asked to fix it. Who this is not for: Hyper-casual titles running install arbitrage, where the work is a bidding operation rather than a measurement one. Studios that want installs optimised while the product monetises on day thirty, which is a request to buy the cheapest users available. And any team whose MMP contract or schema is controlled by a publisher who will not let it change, because then the most important part of this engagement is closed to us and the rest is not worth your money.