“Apple search ads I mean this is kind of like the starter kit of what I and many people recommend like if you're not at least starting with search ads you're probably leaving money on the table. Typically search ads are still working pretty well any measurement partner is still getting reports of the keyword data.”

Apple Search Ads Is Still the Starter Kit — If You're Not There, You're Leaving Money on the Table

Unlike Meta and Google which lost signal after ATT, Apple Search Ads retained keyword-level attribution and LTV visibility throughout the privacy changes. Shane still calls it the default starting point for subscription app UA: keyword data is actionable, LTV by keyword is measurable, and the channel remains less competitive than broader social. Skipping it is almost always a mistake.