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Apple Ads Attribution

With the Apple Ads Attribution API, you can measure and attribute app installs from your Apple Search Ads campaigns.

With this integration, you can view your Apple Ads Attribution data with Adjust. Depending on the user's settings, all installs from devices running iOS 14.3+ are attributed with either a standard or detailed payload.

Here's what you need to know before getting started.

Availability

  • All plans

Requirements:

Apple Definitions

TermDefinition
AdServices frameworkAn iOS framework. This is part of the Apple Ads Attribution API solution, with which the app/SDK can request a token to be used server-side to retrieve attribution information from Apple’s attribution server.
Apple Ads Attribution TokenA string with a 24-hour TTL (time to live)  returned by the AdServices framework, which can be used to retrieve attribution information from Apple’s attribution server.
Apple Ads Attribution PayloadThe API returns two types of attribution records: a standard response and a detailed response, depending on the device’s Allow Apps to Request to Track (AAtRtT) settings and the Per-App Tracking Consent Status (ATT status)
Apple Search Ads Campaign Management APIThe API allows you to set up and manage your Apple Search Ads campaigns and get performance reports, which Adjust currently leverages for our Apple Search Ads Ad Spend feature.

How it works

To better understand the flow of data with the Apple Ads Attribution API, refer to the chart below:

  1. The app (via the Adjust SDK) requests a token from the AdServices Framework.
  2. After receiving this token, the AdServices Framework returns an Apple Ads Attribution token. This token comes in the form of a string with a 24-hour TTL (time to live).
  3. This token is then passed to Adjust to request an attribution response from Apple’s server.

Once you have successfully integrated the required SDKs and the AdServices framework, Apple Ads Attribution data is tracked automatically.

Viewing your Apple Ads Attribution data

Response Types

Depending on the end user’s consent to Apple’s ATT framework, the Apple Ads Attribution payload delivers one of two responses:

  • Detailed (for users who have opted in)
    • Detailed response types contain a click time (rounded to the minute)
  • Standard (for users who have not opted in)
    • Standard response types do not contain a click time
    • Apple Attribution window is 30 days

It is not possible for Adjust to discard standard response engagements that happen outside of the attribution window. As this response type does not return a timestamp it can not be linked to the attribution window you set in the Adjust dashboard. This also means the {click_time} placeholder can not be populated.

The Apple Ads Attribution payload does not contain a campaign, adgroup, keyword, and/or creative set name as it does in the iAd API. It contains only IDs and other limited bits of information. In order to pull these campaign details, you need to link your Apple Search Ads account in the Adjust Partner Ad Account settings.

Retrieving Apple Search Ads Campaign Details

Connect the Adjust dashboard to the Apple Search Ads Campaign Management API. This lets Adjust receive campaign details such as campaign, adgroup, keyword, and/or the creative set name. The standard Apple Ads Attribution payload by itself does not contain this data. To set this up, follow these steps.

  1. Select Menu.
  2. Select Partner Ad Accounts.
  3. Select Apple Ads.
  4. Select ADD ACCOUNT (+ icon).
  5. Enter your login credentials and confirm that Adjust can manage your ads.
  6. Select SAVE.
Note:
If your account has enabled the Cost Data package, this lets you fetch Apple Ads Attribution cost data as well as campaign details. If you would like to enable the Cost Data package on your account, reach out to your Adjust representative. Apple Ads Attribution cost data is displayed from the time your Apple credentials are added.

Apple Ads Attribution Campaign Structure

Since the Apple Ads Attribution and Apple Search Ads Campaign Management API are two different APIs, it is possible that campaign details may not be available at the time of attribution.

If there are campaign details available at the time of attribution, then you can see the following details:

Adjust tracker levelApple Search Ads tracker details
Network (top-level)Apple Search Ads
Campaign (sublevel 1)campaign-name (campaign-id)
Adgroup (sublevel 2)adgroup-name (adgroup-id)
Creative (sublevel 3)keyword-name (keyword-id)

However, if there are no campaign details available at the time of attribution, Adjust then creates trackers without names and display only IDs.

Adjust tracker levelApple Search Ads tracker details
Network (top-level)Apple Search Ads
Campaign (sublevel 1)unknown (campaign-id)
Adgroup (sublevel 2)unknown (adgroup-id)
Creative (sublevel 3)unknown (keyword-id)

Once the campaign details become available again, and you have successfully linked your Apple Search Ads account to Adjust, you can see the tracker names being updated in your dashboard stats and this will be reflected in the upcoming raw data export (callback/CSV).

The {iad_creative_set_name} and {iad_keyword_matchtype} placeholders are not available in the raw data export if attribution is done via the Apple Ads Attribution API.

Adjust makes an effort to minimize the time it takes to reflect these campaign details when they become available as much as possible.