“Meta has a very strong algorithm… They’re good at finding your audience for you” — Marcus Burke, Independent Consultant

Navigating the complexities of advertising in a post-Apple App Tracking Transparency (ATT) world, especially for subscription apps, requires strategic adaptations, as explained by independent consultant Marcus Burke on the Sub Club podcast. Burke emphasizes starting with consolidated Meta ad campaigns to allow the algorithm to effectively measure results and optimize audience targeting, advising against fragmenting efforts with numerous targeted campaigns too early. He suggests targeting users over 30 due to their higher presence on Facebook and greater purchasing power, making them more likely to convert from trial to paid subscriptions. With SKAN 3's limitations in mind, businesses should optimize their schema for trial events and exercise patience, waiting for a full week to gather comprehensive campaign data before evaluation. Additionally, crafting ad content that mirrors the style and tone of the platforms' organic content can increase user engagement, and diversifying one's content inspiration by following a variety of news sources can lead to more effective ad creative strategies.

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