User Acquisition Strategies after iOS and Android Policy Updates

User acquisition (UA) has undergone significant transformation in recent years due to tightening privacy rules and evolving platform regulations. The most notable changes came with Apple’s App Tracking Transparency (ATT) on iOS and Google’s gradual rollout of Privacy Sandbox on Android. By 2025, these frameworks have reshaped how marketers attract and retain mobile users, pushing the industry towards new data practices, creative approaches, and ethical standards.

Impact of Privacy Policies on User Acquisition

The introduction of Apple’s ATT framework in 2021 forced developers and advertisers to ask for explicit permission before tracking users across applications. This change led to a sharp decline in the availability of device-level data and disrupted established attribution models. By 2025, opt-in rates remain low, averaging between 25–30%, which means marketers have had to adapt to aggregated and probabilistic data.

On Android, Google’s Privacy Sandbox continues to roll out, replacing traditional identifiers with tools such as the Privacy-Preserving API and Topics API. These changes prioritise user consent and contextual targeting, limiting the granularity of behavioural data. As a result, the mobile marketing industry has shifted towards modelling rather than precise tracking.

Together, these policies have made transparency and compliance a central aspect of UA strategy. Businesses must demonstrate respect for user data while still meeting growth goals, requiring a balance between ethical standards and commercial efficiency.

Shifts in Attribution and Measurement

One of the most profound changes is in measurement. SKAdNetwork on iOS remains the primary attribution tool, but it provides delayed, aggregated results, creating challenges for campaign optimisation. Many companies have turned to incrementality testing, predictive analytics, and mixed-media modelling to better understand campaign impact.

On Android, the move away from Advertising IDs has accelerated the adoption of cohort-based measurement. This shift reduces precision but encourages advertisers to evaluate performance through broader signals such as engagement and retention metrics.

By 2025, successful UA teams combine probabilistic attribution, first-party data analysis, and survey-based insights to gain a more holistic view of campaign effectiveness without breaching privacy regulations.

The Rise of First-Party Data Strategies

With limited access to granular user identifiers, first-party data has become the cornerstone of UA strategies. Companies are investing in building direct relationships with users through email, loyalty programmes, and community engagement. These efforts help reduce reliance on third-party signals while improving brand trust.

In the gaming and fintech sectors, direct user engagement is particularly critical. For example, onboarding flows now emphasise consent-based data sharing, offering clear explanations of benefits for users who allow personalisation. This approach creates a win-win scenario: improved targeting for marketers and enhanced relevance for consumers.

By 2025, brands that excel at harnessing first-party data are more resilient to regulatory shifts and achieve stronger long-term retention compared to those relying heavily on paid acquisition channels.

Creative and Contextual Targeting

As data-driven targeting has weakened, creative strategies have gained new importance. Compelling ad creatives, localised messaging, and storytelling now play a larger role in capturing user attention. Machine learning tools help automate testing, but human-led creative strategy remains essential.

Contextual targeting has also returned as a major technique. Advertisers focus on placing ads within relevant content environments, using real-time signals such as app category, language, and location context rather than personal identifiers.

Brands investing in creativity and contextual intelligence can achieve high engagement even without access to detailed behavioural profiles. This trend underscores a broader shift towards user-centric communication.

Future Outlook for User Acquisition

Looking forward, UA strategies will increasingly depend on trust and transparency. Regulators in Europe, North America, and Asia are expanding privacy rules, meaning businesses must adapt globally, not just within Apple and Google ecosystems. Emerging markets such as India and Brazil are introducing their own frameworks, making compliance a competitive advantage.

Artificial intelligence will play a larger role in modelling and predicting user behaviour based on anonymised data. By 2025, predictive UA strategies help advertisers anticipate which users are most likely to convert, even when granular identifiers are unavailable.

At the same time, sustainability and ethical marketing are becoming expectations. Companies that respect user privacy and deliver value-driven experiences are more likely to build long-term loyalty and reduce churn.

Collaboration and Industry Standards

Industry collaboration is also shaping the future of UA. Partnerships between advertisers, measurement providers, and regulators are creating shared standards that improve transparency. Initiatives such as the Mobile Measurement Partners (MMPs) adapting to new frameworks ensure brands still have reliable insights.

Cross-industry groups are exploring privacy-safe identifiers and shared APIs, balancing innovation with regulatory compliance. These efforts reflect a growing recognition that privacy and performance are not mutually exclusive but must be developed together.

By 2025, UA is no longer just about driving downloads. It is about building lasting relationships, maintaining trust, and adapting quickly to new rules. Marketers who embrace collaboration, data ethics, and innovation are best positioned for sustainable success.