The view from the other side is fascinating. Our app marketeer is looking into attribution solutions, which in its simplest form is about keeping score of the number of users who go from ad to app install, and in the most complex form is about tracking people wherever they might see your product and figuring out which one of those touchpoints lead people to convert. A sales rep of one of the top-3 in the field was like "yeah iOS 15 is a total bitch, and you might be worried about opt-in rates of under 20%, but don't worry! we gotcha. we're gonna do Probabilistic Attribution, aka just fucking guessing based on metadata. nooothing to worry about."