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How does Adjust measure installs with X (formerly Twitter)?
Since X (formerly Twitter) does not use Adjust link URLs, Adjust sends them every app session our SDK reports.
If X (formerly Twitter) recognizes the activity, they respond with the device identifier and timestamp.
Following our own attribution method, Adjust then uses the engagement data from all networks to attribute the install to the last source.
Note:
Since X (formerly Twitter) only reports clicks and impressions that convert, Adjust will not display the total number of clicks and impressions generated by your X (formerly Twitter) inventory.
Per X's (formerly Twitter) requirements, Adjust (and all other MACTs) cannot store X (formerly Twitter) attribution data for longer than 90 days. When this limit has been reached, users attributed by X (formerly Twitter) are automatically displayed under Expired Attributions. Expired attributions are listed at the campaign level (sublevel 1) for the following sources:
Twitter Installs
Twitter Audience Platform
While Adjust will continue to measure users’ future activity, all events and sessions will display under Expired Attributions. The change applies retrospectively, so all previously measured event and session data remains with its user, within the Expired Attributions campaign-level link.
Expired attributions are a display modification and not considered reattributions in Adjust.
Can I use Adjust link URLs with deep links in my X (formerly Twitter) campaigns?
Since X (formerly Twitter) link URLs are automatically generated at the time of click, you must define your app's deep link scheme in your X (formerly Twitter) Ads dashboard:
Go to Tools > App manager.
Select Edit beside the app of your choice.
Select Update deep link scheme.
Do not create or use Adjust link URLs with the Adjust deep_link parameter appended or universal links in your X (formerly Twitter) ad campaigns.
What X (formerly Twitter) data does Adjust report?
Important:
To receive X (formerly Twitter) campaign information in your raw data exports, you need to make sure that you have accepted X's (formerly Twitter) Mobile App Conversion Tracking (MACT) Terms & Conditions in the Adjust dashboard. For details, please reach out to support@adjust.com.
In Adjust, your X (formerly Twitter) data appears as:
network (top level): Twitter Installs or Twitter Audience Platform
campaign (sublevel 1): Twitter campaign name (campaign ID) or organic
adgroup (sublevel 2): Tweet ID
creative (sublevel 3): Twitter line item ID
Twitter Installs also includes organic installs, which are displayed at the campaign sublevel. These installs are not associated with any campaign running on X (formerly Twitter), but where organically generated through X (formerly Twitter). These are charged as attributions in your Adjust pricing plan.
Why isn't Adjust measuring my X (formerly Twitter) campaigns?
There are several possible explanations:
Review your setup. Once you've configured your X (formerly Twitter) Ads account in Campaign Lab, Adjust records all of your X (formerly Twitter) campaigns automatically.
Installs claimed by X (formerly Twitter) fall outside of the attribution window. Adjust only reports installs in instances where conversions have occurred within the applicable attribution window. Therefore, if X (formerly Twitter) reports an install driven outside of Adjust's attribution window, the install could be attributed as Organic. Verify the attribution settings from the network details page in Campaign Lab.
Why does Datascape show fewer (or more) installs than X (formerly Twitter)?
In the case of a reported install discrepancy, we always recommend that you consider the following:
Different attribution windows. Confirm that the attribution windows in both platforms are the same. You can confirm and modify your X (formerly Twitter) attribution settings within the X (formerly Twitter) Ads dashboard by going to Tools > Conversion tracking. In Adjust you can set link-level attribution settings in Campaign Lab or confirm and change your app-level attribution window settings by selecting an app in AppView. By default, Adjust records all installs within a 7-day last-click attribution window and 24-hour last-impression attribution window.
Different time zones. Confirm that the time zones in both platforms are the same.
Assess your acquisition strategy. If you are advertising on multiple channels, check if it's possible that a reported X (formerly Twitter) user could have been attributed elsewhere within Adjust.
X (formerly Twitter) reports Assisted Conversions. When exporting reports from the X (formerly Twitter) dashboard to compare data with Adjust, ensure that you exclude Assisted Conversions. Adjust does not include assisted conversions in its reporting, but X (formerly Twitter) does so by default.
X (formerly Twitter) includes SKAN in app installs. X (formerly Twitter) reports installs attributed by both Mobile App Conversion Tracking (MACT) and SKAdNetwork (SKAN) in their app installs.
Why does my raw data show fewer X (formerly Twitter) installs than Datascape?
If X (formerly Twitter) users' settings are not configured to allow for the sharing of non-public impression and engagement information with advertisers, their install and in-app events will be reported as "organic" in your raw data exports. Datascape will still report on all install and in-app events driven by X (formerly Twitter), in aggregate.
As a result, you will see higher installs and in-app events driven by X (formerly Twitter)in Datascape than in the raw data export. Between Datascape and the raw data export, Datascape is the source of truth for events driven by X (formerly Twitter).
Why do I see a discrepancy between MMP install rates and per user install rates? X (formerly Twitter) users are able to control how they share information with advertisers in their Personalization and Data settings. Please refer to their Help Center article for more information. This means that measurement partners are still able to report on install rates and in-app events from all devices, in aggregate, but they are not able to provide advertisers with the non-public engagement and impression information for the subset of devices who have not configured data sharing.
What is the source of truth? Which number should I believe? Between Datascape and raw data exports, Datascape should be your source of truth for reporting. Datascape will contain the total number of installs driven by X (formerly Twitter) campaigns, in aggregate, including devices for which the settings both allow and do not allow this non-public personal data sharing.
What is the % discrepancy? Are there campaign settings to reduce it? How can I compute LTV for the opted out users? Discrepancy varies by geo, by partner, and by advertiser. We are collaborating with X (formerly Twitter) on a long-term solution to address advertisers’ need for computing LTV.
Which regions are affected? This affects all regions.
How does this affect reengagement campaigns? X (formerly Twitter) reengagement campaigns will show attribution for all devices in aggregate in Datascape, but will only allow for a raw data export of the subset of devices for which data settings allow for the sharing of non-public personal information.
