I see mobile advertisers building bespoke, fragile systems to manage conversion values—in ways that work against how ad platforms optimize traffic—rather than investing time into product personalization features that provide better signal in the SKAdNetwork environment (1/X)

2/ For instance, triggering CV updates after 24 hours from install. FB has made clear that it expects CV observation to end at 24hrs—it will optimize traffic around that assumption. Subverting FB’s optimization algorithm is risky!

3/ If FB expects postbacks 2-3 days after campaign start and receives no conversions bc CV observation is running longer than 24hrs on the app, FB will throttle delivery. And this happens each time eg new creative is flighted, bids changed, etc

4/ The power of FB is its oversight of all apps and performance across targeting groups. Your app’s data is just one input. Each advertiser’s measurement strategy should be aligned with the operational structure of ad platforms optimization algorithms

5/ So the timeliness / accuracy of monetization estimate tradeoff also must confront the assumptions of ad platforms that moderate delivery. If adequate monetization signal cannot be extracted in 24 hours, better approach than increasing observation timeline: build better signal!

6/ This is a product challenge. And its why I believe product personalization and dynamic content will become an imperative in SKAdNetwork environment: extracting better signal is a modeling exercise, but the product can be changed to *produce* better signal