Prerequisite

• The most recent version of the AppsFlyer iOS SDK is adopted

Set up Apple Ads in AppsFlyer:

The setup is done from the Active Integrations page, but to find new partners you must first go to the Partner Marketplace. Complete the configuration using the relevant tabs, as described below.

Apple Ads, an SRN, integrates with AppsFlyer via API. As such, there are no postback settings. Complete the following sections according to your attribution goals. 

The cost integration provides the following aggregated data:

• Cost data for your campaigns, adsets, geos/countries, and keywords. See the ad network cost integration table for full details on the supported dimensions, metrics, and features.
  Note: Cost data requires an ROI360 subscription.
• Data on clicks, impressions, and enriched data—keywords, campaign names, and adsets.

To enable cost, clicks, impressions, and enriched data:

• Follow these integration instructions

View your cost API status and the last time AppsFlyer managed to pull matching cost data in either the cost (and ad revenue) integration status dashboard, or in the individual ad network dashboard.

Setting ad network and agency permissions.

Apple Ads: Marketing partner vs. Agency

Advertisers and agencies can elect to work with Apple Ads Marketing Partners to report and optimize campaigns on Apple Ads. 

The differences between agencies and marketing partners are enumerated in the table that follows. 

Agency vs. marketing partner

Configuring agencies and marketing partners 

Use the checklist that follows to make sure you complete all steps in the configuration process. Detailed instructions are contained per partner type in the sections that follow. 

Configuration steps checklist

To set up a marketing partner:

1. If required, activate Apple Ads integration:
   1. In AppsFlyer, go to Configuration> Active integration partners > Apple Ads.
   2. Turn on Activate Partner.
   3. Click Save.

2. In your Apple Ads dashboard: Get the Apple Ads Campaign Group ID parameter related to the marketing partner. Use the screenshot that follows as a guide to locating the ID. 

   

3. In AppsFlyer, configure the Apple Ads marketing partner:
   1. In AppsFlyer, from the side menu, select Collaboration > Active integrations.
   2. Search for the Apple Ads marketing partner.
      The list of marketing partners displays.
   3. Select a marketing partner.
   4. Turn on Activate Partner.
   5. Enter the partner's Apple Ads Campaign Group ID that you retrieved in the earlier step. Enter the digits (numbers) only.
   6. Click Save.
4. [Optional] Configure in-app events postback:
   1. Turn on In-app events postback.
   2. Click Add event to add an SDK event to the list.
   3. Complete the following parameters:
      1. SDK event name: The name of the event, as received by AppsFlyer either from the SDK integrated in your app, or from server to server events. Tip: If you don't see the event you want in the list, make sure to activate the event on a device with a non-organic installation and recheck.
      2. Send revenue: Select one of the following: No values and no revenue, Values and no revenue, or Values and revenue.
5. Click Save integration.

Advertisers permit agencies to run campaigns on their behalf using Apple Ads. Both advertisers and agencies perform setup actions in AppsFlyer as described in this section. 

Prerequisites

Before configuring an agency on AppsFlyer, both the agency and the advertiser must take the following steps on the Apple Ads platform:

• Agency:
  1. Create separate campaign groups within the agency account.
  2. Invite the advertiser as a Campaign Group Manager or through the Link Accounts role to connect their App Store Connect account.
• Advertiser: After receiving the invitation to link accounts, the advertiser must link the campaign groups to its App Store Connect account.

See Apple Ads documentation on How to link a client’s App Store Connect account to an agency account.

Apple Ads campaign group

• Agency campaigns and advertiser campaigns must be separate Apple Ads ID campaign groups.
• Don't use special characters and spaces for the group name.
• When you sign in with Apple, authorization of Apple Ads campaign groups isn't cumulative. This means that when you integrate a new app, the authorization for campaign groups chosen for the previous apps is revoked unless chosen again. You will need to select Limited Access and each of the relevant campaign groups (related to the apps you want to connect for the advertiser).

Advertiser actions

Prerequisite:

Grant permission to an agency. 

To enable attribution of Apple Ads the advertiser:

1. In AppsFlyer, from the side menu, select Collaboration > Active integrations.
2. Select Apple Ads.
3. Go to the Integration tab, switch on Activate partner.
4. [Optional] If you want to attribute users who reinstall the app during the re-attribution window, switch on Reinstall attribution.
5. Click Save.

Agency actions

1. In your Apple Ads dashboard: Get your Campaign Group ID. Use the screenshot that follows as a guide to locating the ID. Get only the digits.

   

2. In AppsFlyer, select an App.
3. From the side menu, select Collaboration > Active integrations.
4. Select Apple Ads.
5. Enter the Apple Ads Campaign ID parameter. Note! Enter digits (numbers only)
6. Click Save. 

Cost, clicks, and impressions data

If you enable cost API, AppsFlyer receives cost, clicks, and impression data from Apple Ads via API. See the ad network cost integration table for full details on the supported dimensions, metrics, and features. Note: Cost data requires an ROI360 subscription. Without ROI360, only click and impression data is received. 

To enable the cost API:

• Follow these integration instructions. Make sure that when prompted to log into your Apple Ads account in Select permissions, select one of the following:
  • Account Read and Write
  • Account Read Only
    Note: If you choose Limited Access and a specific campaign group, you may encounter data errors. 

View your cost API status and the last time AppsFlyer managed to pull matching cost data in either the cost (and ad revenue) integration status dashboard, or in the individual ad network dashboard.

To stop recording attribution of Apple Ads installs generated by agencies or marketing partners: 

1. In AppsFlyer, from the side menu, select Collaboration > Active integrations.
2. Select the agency or marketing partner as the case may be.
3. Delete the content of the Apple Ads Campaign Group ID field.
4. Click Save integration. 

Apple Ads functions independently of SKAdNetwork and deterministically attributes users, regardless of ATT (App Tracking Transparency) consent. This means that for users attributed to Apple Ads, you have the full range of features and measurements provided by our LTV attribution model.

Apple Ads attribution doesn't rely on IDFA, attribution is done using a token from the device (deterministic attribution).

After September 1, 2026

Click and impression time is available regardless of ATT status. The lookback window is set by the advertiser, and AppsFlyer applies its last-touch attribution rules to the engagement.

Before September 1, 2026

Click and impression time availability and the lookback window differ according to ATT consent:

AppsFlyer and Apple Ads use different attribution logic resulting in discrepancies between the platforms. Apple Ads, an SRN, reports new installs by API. 

Apple Ads reporting to AppsFlyer by API

• Campaigns are aggregated by Geo.
• The following are not reported: Impressions, taps, or cost of Geos having less than 100 impressions for a given campaign.
• When grouping by Geo in AppsFlyer, Geos with unavailable data are not shown, and the total of unavailable data appears under N/A.

Retargeting related discrepancies

The AppsFlyer retargeting attribution mechanism allows advertisers to measure and analyze retargeting campaigns, in addition to user acquisition campaigns.

The figures that follow show how discrepancies can occur in relation to retargeting campaigns (irrespective of the retargeting controls setting) running on Apple Ads.

Retargeting on

Retargeting off

Additional reasons for discrepancies

The table that follows lists the main reasons for discrepancies.

Working with Apple Ads enables you to collect valuable marketing data, which can impact your user acquisition efforts with all media sources for your iOS apps.

Tips to help you maximize the benefits of using Apple Ads:

Tip	Details
Get keyword data	Apple Ads shares keyword data with AppsFlyer. You can view the keyword data in raw data and analytics tools like Pivot, Retention, and Cohort. Note: Obtaining keyword data may be delayed for 8-12 hours, and in some cases, may only include the keyword ID without the keyword term To obtain keyword data, the Cost toggle must be turned on. Keyword data is provided as part of the Cost integration, without the need for an ROI360 subscription. If keyword data is missing in AppsFlyer, this can be caused by: Package type: Keyword data is shared by Apple Ads with advertisers, that have the Apple Ads advanced package. Campaign type: You can configure different campaign keyword matching types in Apple Ads. Based on match type, Apple Ads shares the keywords as follows: Exact match: The exact keywords searched for by the user Broad match: The keywords Apple used to perform the search. These are similar to the user's actual search terms. Search match: Apple does not share these keywords with advertisers. Use only exact or broad match search campaigns to receive complete keyword data.
Compare the quality of users based on keyword data	Not all keywords are equal meaning that while different keywords may cost the same the quality of users attracted could be different. Use the Retention or Pivot reports to identify the keywords that maximize your ROI.
Analyze keyword cost	The platform contains aggregate keyword cost data when Apple Ads keyword campaigns are configured as an exact match or broad match. Keyword cost data has the following characteristics: Historical data is available starting October 13, 2019. Dimensions: Date Campaign Adset Analysis tools: Cohort Pivot Master API  Limitations Only use the noted dimensions to filter and group cost data queries. For example, don't filter or group using Geo.  Examples Cohort Example The following example displays how to set up Cohort to view cost and ROI information. Cohort setup     Cohort result table In the table that follows, the total cost and Cohort ROI is displayed     Pivot example Pivot setup     Pivot result table
Find the best performing creative set	It's good practice to test how leads respond to different creative sets you use. The best-performing creative sets have the highest conversion rates. In addition, the best creative sets convert users with a higher level of engagement. This impacts all your iOS leads, not only Apple Ads leads, for they all reach your app page in the app store. However, with Apple Ads installs, AppsFlyer indicates the creative set ID in the raw data Ad ID parameter, enabling you to compare the performance of different creative sets.
Target re-downloaders	Your past users are possibly the best audience for you to target using Apple Ads. A user, who uninstalled your app, and as a result of your Apple Ads retargeting campaign installs again, is called a Re-Downloader by Apple Ads. If the re-install is performed during the re-attribution window, AppsFlyer calls this a Re-Attribution. In all other cases, it is treated as a new install.

The table below shows the availability of attribution parameters in raw data reports or on the dashboard.

Starting in iOS 14, ATTrackingManager (ATT) governs the availability of IDFA, and Apple Ads controls the user-level attribution data of installs brought by Apple Ads. As such, the user-level data availability of installs brought by Apple Ads is not affected by Aggregated Advanced Privacy.

After September 1, 2026

Before September 1, 2026

Click/impression time availability, the lookback window, and data availability differed according to ATT consent: