Practitioner pattern · Marcus Burke (Sells Meta ads consulting to subscription apps and plans a paid Meta ads email course)
Ask new users their age, gender and how they found you
Gives sample data per channel and age where SKAN misses up to ~50% of trials
Workedanalytics-attributiononboarding
What they did
Because Meta passes no user-level data and SKAN often underreports ~50% of trials, add onboarding questions: age, gender, and 'Where did you hear about us?'. Use answers as samples, not one-to-one attribution (users name their first touch, e.g. a friend). Compare value by channel (Meta vs TikTok vs organic) and by age band against Meta's age/gender reporting, e.g. if 45-54 is 5x more valuable than 18-24, check whether the 18-24 cost per install is really 5x lower.
What happened
Guest says this groundwork is now standard among advertisers who regained confidence in Meta.
- Stage
- growth
In their words
Sub Club by RevenueCat · Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant“So that's why it's super important to really have an onboarding that enriches that data again, so that you ask questions: How old are you? What's your gender? Where did you hear about us?”
“Most advertisers are asking for age and gender of users, which is super helpful because Meta always reports you their data on age and gender level.”
Related topics
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