“that's definitely one of the changes I would say I've seen that UA managers need to be more and more product focused as well and they need to look into full funnel performance not just purely on the ad side because much of that efficiency from the algorithm is gone and you need to find additional levers to improve performance”

Post-ATT, UA managers must become full-funnel product thinkers — bid optimization alone is not enough

Pre-ATT, UA was largely a data and bidding game — Meta's algorithm did the heavy lifting. Post-ATT, that efficiency eroded and the remaining lever is funnel quality: onboarding conversion, paywall clarity, trial-to-paid rates. The best UA practitioners now instrument product experiments the same way a growth PM would.