[physcab]

What we call this in the industry is "attribution" and there is a whole sub-industry to deal with this bc it is a complex problem. In short, gaming right now uses last-click attribution so the last advertiser gets credit. FB does influence behavior for sure, though that is difficult to quantify.

[electrum]

Facebook Atlas has multi-touch attribution: https://atlassolutions.com/insights/measuring-business-resul...

[disgruntledphd2]

Yeah, so Apple are essentially putting themselves in as the end-point of the funnel, which will cause advertisers using last-click to attribute more value to them versus FB/other mobile networks.