“sub apps just were in a good position for having that trial event and onboarding... their payment usually happens in onboarding already so you start a trial event there meaning you have a pretty good value indicator early on in the product experience that you can feedback to that model”

Subscription apps have a SKAN advantage over games — the trial event fires in the first few days

Games could not track their highest-value payers under SKAdNetwork because big in-app purchases happen days or weeks after install — too late for postbacks. Subscription apps trigger a trial event right in onboarding, so Meta gets a signal within the postback window. This structural advantage over gaming is why sub apps recovered faster post-ATT.