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Mobile app developers use paid advertising campaigns to acquire new users.Marketing managers decide where to spend and how much to spend based on thecampaigns' performance. Apple's new privacy mechanisms have a profound impacton how performance marketing is measured. Starting iOS 14.5, all apps must getsystem permission for tracking explicitly via the new App Tracking TransparencyFramework, which shows the users a pop-up asking if they give the apppermission to track. If a user does not allow tracking, the required identifierto deterministically find the online advertising campaign that brought the userto install the app is not shared. Instead of relying on individual identifiers,Apple proposed a new performance mechanism called conversion value, which is aninteger set by the apps for each user, and the developers can get the number ofinstalls per conversion value for each campaign. However, interpreting howconversion values are used to measure the campaigns performance is not obviousbecause it requires a method to translate the conversion values to revenue.This paper investigates the task of attributing revenue to advertisingcampaigns using the reported conversion values per campaign. Our contributionsare to formalize the problem, find the theoretically optimal revenueattribution function for any conversion value schema, and show empiricalresults on past data of a free-to-play mobile game using different conversionvalue schemas.

Revenue Attribution on iOS 14 using Conversion Values in F2P Games