This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.

On the podcast: The state of major acquisition channels in 2025, how improved measurement is boosting confidence in ad spend, and why Reddit might be your next top-performing user acquisition channel.

Top Takeaways:

📡 Signal recovery is improving ad efficiency

iOS signal loss made UA harder, but advanced self-attributing networks (SRNs) on TikTok, Meta, and Snapchat are restoring key data points. Apple Search Ads now supports view-through attribution, helping capture conversions that might have been missed.

🌐 Web-to-app funnels create new acquisition opportunities

More apps are using landing pages and web subscriptions to capture high-intent users before directing them to the app. Meta and Google Ads support these flows, allowing apps to bypass platform fees and test more flexible pricing strategies.

🔍Reddit and alternative channels are gaining traction

Reddit is investing in app install campaigns, making it an overlooked but promising UA channel - especially for niche communities. AppsFlyer data shows growing spend across multiple platforms, as confidence in attribution continues to improve.

About Shane Ly:

📱 Solutions Architect at AppsFlyer, specializing in mobile attribution and user acquisition strategies for subscription apps.

📈 Shane helps companies make sense of their ad spend, optimize attribution across channels like Meta, Google, TikTok, and Reddit, and turn better data into smarter marketing decisions.

💡 "Having a good pipeline for how to notify that a subscription was actually done back into this measurement partner—reason for that is we need to effectively know where did that user come from and did they actually convert or did they actually subscribe?"

👋 Connect with Shane on LinkedIn!

Resources:

AppsFlyer website

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David Barnard - @drbarnard
Jacob Eiting - @jeiting
RevenueCat - @RevenueCat
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How to Optimize User Acquisition Across Major Ad Channels — Shane Ly, AppsFlyer

Sub Club by RevenueCat

How to Optimize User Acquisition Across Major Ad Channels — Shane Ly, AppsFlyer