“Probably the biggest thing that Google's done in the last year from a attribution perspective is that YouTube now serves an ATT prompt. Very exciting for us because historically Google did not do any prompting so we're not able to — any measurement partners not able to — make measurement with Google using traditional methods. Now that YouTube has it that's been a huge advantage.”

YouTube's ATT Prompt Is the Biggest Google Attribution Unlock in Years

For years, Google was a blind spot in iOS attribution: no ATT prompt meant no device ID, so measurement partners couldn't connect installs to YouTube ad views. In 2024 YouTube began serving the ATT prompt, unlocking full deterministic attribution for the first time. Apps running Google UAC or YouTube ads can now see LTV by campaign, just like they can for Meta. Shane calls this the most significant Google measurement development in recent years.