“most advertisers are asking for age and gender of users which is super helpful because meta always reports you their data on age and gender level and if you then in your product also apply that level again then you can basically cross check and look into I don't know I'm seeing in my app that age group 45 to 54 is 5X more valuable”

Ask age and gender in onboarding to build a channel-quality model without user-level tracking

Without user-level attribution, the only way to understand channel quality is through demographic cross-referencing. By collecting age and gender in onboarding, Burke can compare in-product LTV by cohort against the same breakdown from Meta's ad reporting. If 45-54s are 5x more valuable in product but Meta charges only a 2x premium to reach them, that is a clear bidding signal.