iOS measurement in 2025: what's working?

Measuring ad campaigns on iOS has been hard ever since ATT. But what can we expect in 2025?In this episode of Growth Masterminds, we discuss the future of iOS measurement and marketing in 2025 with Jesse Lempiainen, co-founder of GeekLab, and Neils Beenen from Singular. We talk about the impact of Apple's IDFA changes, the effectiveness of various measurement methodologies like SSOT, MMM, CAPIs, platform probabilistic approaches, and the potential future developments in Apple's advertising landscape. Key points include the challenges of current iOS mobile measurement, the role of creative testing, the implications of server-to-server data transfers, and the rise of conversion APIs and web-to-app campaigns. Tune in to get expert insights on how iOS game marketing might evolve in the next few years.00:00 Introduction to 2025 iOS Measurement01:01 Current Challenges in iOS Mobile Measurement03:50 Retargeting Strategies and Banner Ads04:40 The Role of SKAdNetwork and AEM05:47 Probabilistic Attribution and Industry Trends09:06 Unified Measurement and Incrementality19:24 Web to App Campaigns and Conversion APIs24:36 Future of iOS Game Marketing in 202527:45 Conclusion and Final Thoughts