ROAS is perhaps the most foundational KPI in mobile marketing. The big question for 2021 is: can you still calculate ROAS in iOS 14?

“First and foremost, I think we should recognize that there is still … IDFA, because users might opt-in,” says Singular VP of product Alon Nafta. “But if we go to SKAdNetwork — which let’s assume is the common case — it’s not like you don’t have anything. The SKAdNetwork framework does give you a few elements that if used correctly ... advertisers can expect to get something sensible.”

Short version: yes.

Slightly longer version: there are some challenges.