At a glance: Apple Search Ads (ASA), an AppsFlyer SRN partner, helps users find your app in the App Store using keywords.
iOS 14 update: Apple Search Ads integration changes
- Changes to the Apple Search ads integration starting February 15, 2021: Apple Search Ads functions independently of SKAdNetwork and deterministically attributes users. This means that for users attributed to ASA you have the full range of features and measurement provided by our LTV attribution model.
- [Updated March 7, 2021] Apple Search Ads is rolling out Campaign Management API V4.0. The API relates to cost and other campaign-related data. It has no impact on attribution. We are in the process of adopting the updated API. No action is required from you.
- [Updated April 7, 2021] Starting today, the campaign name and adset name fields can be populated if you enable the ASA Cost API. The API is available to all advertisers irrespective of subscription plan.
The relevance of your app to the search query in the App Store determines if your ad is the one displayed. User response to an ad is an important signal of ad relevance. If no one taps the ad, ASA stops displaying it.
ASA offers click-based mobile attribution, user retargeting, and cost data via API (with an Xpend subscription).
Apple Search Ads functions independently of SKAdNetwork and deterministically attributes users. This means that for users attributed to ASA you have the full range of features and measurement provided by our LTV attribution model.
Setting up Apple Search Ads
Prerequisites- For iOS V14.3+ you must adopt AppsFlyer SDK V6.1.3+
- If you use an SDK version prior to V6.1.3: ensure that native ad frameworks are included in your app.
Setting up Apple Search Ads in AppsFlyer:
- In AppsFlyer, go to Configuration > Integrated Partners.
- Select Apple Search Ads.
- Go to the Integration tab.
- Turn on Activate partner.
- Click Save.
- Configure the integration, cost, and partner permissions as needed.
Related reading: Partner configuration window header
Settings tabs
Configuration tabs relevant to ASA are Integration, Cost, and Permissions.
Integration
Apple Search Ads, an SRN, integrates with AppsFlyer via API. As such, there are no postback settings. Complete the following sections according to your attribution goals.
| Section | Details |
|---|---|
| Integration activation |
Activate partner To attribute this partner:
|
| Install attribution |
Install click-through lookback window Set the maximum time from click-to-install. Doing so enables AppsFlyer to attribute installs (first launches) taking place within the lookback window to ASA. Range:1–30 days Additional reading: Click-through lookback window |
| Reinstalls |
Reinstall attribution If on, AppsFlyer can attribute reinstalls to ASA according to the rules listed here. Reinstall attribution lookback window settings are set according to the install attribution settings. For each new install, ASA sends AppsFlyer a re-download flag. If true, the install is a re-download. If all of the following are true, the install is attributed to ASA as a reinstall:
Currently ASA retargeting does not support re-engagements. |
|
Inactivity window Set the user inactivity threshold (in days) to control the impact of retargeting campaigns. |
Cost
Enabling Apple Search Ads cost integration
If you enable cost API, AppsFlyer receives cost, clicks, and impression data from ASA via API.
Note: Cost data requires an Xpend subscription. Without Xpend, only click and impression data is received.
The use of multiple ASA accounts is supported. In other words, if you run campaigns for the same app using different ASA accounts, AppsFlyer can receive this data from all accounts.
- Download the authentication certificates, that is, PEM and KEY files, from the Apple Search Ads account.
- Download the files from each account separately.
To download the PEM and KEY file from your Apple Search Ads account:
- Log in to Apple Search Ads, click on the upper-right hand, select settings.
- Go to the API tab, click Create API Certificate.
- Name the API certificate and select the permissions type from Account Read-only or Account admin, click Create.
- Select Action, then Download.
Preparing certificate files
The certificates download in a .zip file containing two files. Extract them and upload them to AppsFlyer as described in the procedure that follows.
If the certificate has permission to view the data of more than one app, you can use it to retrieve cost data for those apps.
Repeat the procedure that follows for each app referenced by the certificate.
To enable the API connection to Apple Search Ads:
- In AppsFlyer, go to the Apple Search Ads > Cost tab.
- If necessary, enable Get cost, clicks, and impressions data.
- Click Add certificate.
- Enter Certificate name. This should be the same as the Apple Search Ads account name.
- If you haven't already done so, unzip the file you downloaded from Apple Search Ads.
- Upload the PEM file and KEY file you downloaded from Apple Search Ads.
- After a few moments, the status indicator changes to OK. If this is not the case, an error message displays. Error message table.
- Click Save Cost.
- If you have more than one Apple Search Ads account, repeat the relevant steps in this procedure for each account.
AppsFlyer receives cost data for the past 7 days. Prior cost data is not available.
Note
Cost data for Basic campaigns is not supported by the ASA reporting API, so Basic campaign data is not available in AppsFlyer.
Cost data sync status
In the cost tab, the status of the cost integration displays
Permissions
Additional integration information
Apple Search Ads campaign field mapping
| AppsFlyer raw data report field | Remarks |
|---|---|
| Campaign name | Available starting April 7, 2021. You must enable Cost API in the Apple Search Ads integration page. Note! The API is available to all advertisers irrespective of your subscription plan. |
| Campaign ID | |
| Adset name | Available starting April 7, 2021. You must enable Cost API in the Apple Search Ads integration page. Note! The API is available to all advertisers irrespective of your subscription plan. |
| Adset ID | |
| Deprecated in AdServices API | |
| Ad ID | Not mandatory in ASA. If not set the AppsFlyer field is blank. |
| Deprecated in AdServices API | |
| Keyword ID |
The field is available via raw data reports. However, it must be explicitly selected in Data Locker, Push API, and Export data. In the case of Pull API, add keyword_id to the &additional_fields parameter of the Pull API call. |
Impact of Aggregated Advanced Privacy
Starting in iOS 14 ATTrackingManager (ATT) governs the availability of IDFA and the user-level attribution data of installs brought by ASA is controlled by ASA. As such, the user-level data availability of installs brought by ASA is not affected by the Aggregated Advanced Privacy.
Note! Installs brought by ASA aren't reported in the framework of SKAdNetwork.
Related reading: Aggregated Advanced Privacy
|
ATT value |
IDFA available |
Click time available |
Click lookback window |
Remarks |
Data availability |
|---|---|---|---|---|---|
|
Authorized |
Yes |
Yes |
Set by the advertiser |
AppsFlyer last-click attribution rules used |
User-level attribution data |
| Not authorized |
No |
No |
30 days |
Priority is given to deterministic candidates. |
User-level attribution data without the click time.
|
Apple Search Ads: Marketing partner vs. Agency
Advertisers and agencies can elect to work with ASA Marketing Partners to report and optimize campaigns on ASA.
The differences between agencies and marketing partners are enumerated in the table that follows.
| Agency | Marketing partner | |
|---|---|---|
| AppsFlyer sends postbacks | No | Yes |
| Technology | Run campaigns on your behalf | Have a value add technology solution to optimize campaigns |
Configuring agencies and marketing partners
Use the checklist that follows to ensure that you complete all steps in the configuration process. Detailed instructions are contained per partner type in the sections that follow.
| Configured by | Integration with an agency | Integration with a marketing partner |
|---|---|---|
| Advertiser |
|
|
| Agency |
In the ASA integration tab, set Apple Search Ads Campaign Group. |
N/A |
Marketing partner setup
To set up a marketing partner:
- If required, activate Apple Search Ads integration:
- In AppsFlyer, go to, Configuration> Integrated Partners > Apple Search Ads.
- Turn on Activate Partner.
- Click Save.
- In your Apple Search Ads dashboard: Get the Apple Search Ads Campaign Group ID parameter related to the marketing partner. Use the screenshot that follows as a guide to locating the ID.
- In AppsFlyer, configure the ASA marketing partner:
- In AppsFlyer, go to, Configuration > Integrated Partners.
- Search for the Apple Search Ads marketing partner.
The list of marketing partners displays. - Select a marketing partner.
- Turn on Activate Partner.
- Enter the partner's Apple Search Ads Campaign ID that you retrieved in the earlier step. Enter the digits (numbers) only.
- Click Save.
-
[Optional] Configure in-app events postback:
-
Turn on In-app events postback.
- Click Add event to add an SDK event to the list.
-
Complete the following parameters:
- 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.
- Send revenue: Select one of the following: No values and no revenue, Values and no revenue, or Values and revenue.
-
- Click Save integration.
Agency setup
Advertisers permit agencies to run campaigns on their behalf using Apple Search Ads. Both advertisers and agencies perform setup actions in AppsFlyer as described in this section.
Apple Search Ads campaign group
- Agency campaigns and advertiser campaigns must be separate Apple Search Ads ID campaign groups.
- Don't use special characters and spaces for the group name.
Advertiser actions
Prerequisite:
Grant permission to an agency.
To enable attribution of Apple Search Ads the advertiser:
- In AppsFlyer, go to Configuration > Integrated Partners.
- Select Apple Search Ads.
- Go to the Integration tab, switch on Activate partner.
- [Optional] If you want to attribute users who reinstall the app during the re-attribution window, switch on Reinstall attribution.
- Click Save.
Agency actions
- In your Apple Search Ads dashboard: Get your Campaign Group ID. Use the screenshot that follows as a guide to locating the ID. Get only the digits.
- In AppsFlyer, select an App.
- Go to Configuration > Integrated Partners.
- Select Apple Search Ads.
- Enter the Apple Search Ads Campaign ID parameter. Note! Enter digits (numbers only)
- Click Save.
Note
When an agency works with an Apple Search Ads Marketing Partner, the agency must configure the same campaign group ID in both the Apple Search Ads configuration page and the Marketing Partner configuration page.
Cost, clicks, and impressions data
- In the Cost tab, turn on Get [Cost], Clicks, and Impressions Data.
- Upload the valid PEM and KEY file.
- Click Save.
Note
Agencies must enable cost on their dashboard and upload the certificates on their side to sync costs with AppsFlyer.
Disable agencies and marketing partners
To stop recording attribution of Apple Search Ads installs generated by agencies or marketing partners:
- In AppsFlyer, go to Integrations > Integrated partners.
- Select the agency or marketing partner as the case may be.
- Delete the content of the Apple Search Ads Campaign Group ID field.
- Click Save integration.
AppsFlyer and Apple Search Ads use different attribution logic resulting in discrepancies between the platforms. Apple Search Ads, an SRN, reports new installs by API.
Apple Search 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 illustrate how discrepancies can occur in relation to retargeting campaigns (irrespective of the retargeting controls setting) running on Apple Search Ads.
Retargeting on
Retargeting off
Additional reasons for discrepancies
The table that follows lists the main reasons for discrepancies.
| Discrepancy |  |
 |
|---|---|---|
|
Apple Search Ads' initial attribution data may be delayed by a few seconds. |
Can be delayed by a few seconds |
To correctly attribute AppsFlyer requires data in real-time |
|
Differences related to AppsFlyer SDK versions |
Counts conversions irrespective of the AppsFlyer SDK version |
Requires SKD V5.0 or later to attribute correctly |
|
Limit ad tracking (LAT) and ATT. |
Always counts the conversion. If your campaign is limited by age and gender LAT users are excluded from the campaign. Apple users younger than 18 are always LAT. |
LAT conversions are attributed to organic. |
|
Counting users |
Counts users based on downloads |
Counts users based on first app open |
|
Reinstall: A user, after installing the app, deletes it, clicks on a Search Ad, then installs the app again |
Counts as a conversion (install) |
Identifies the reinstall and does not count it for UA purposes. Tip! Enable retargeting and the reinstall is recorded as a retargeting install (AKA re-attribution) |
|
Click lookback window |
Fixed 30-day window |
Configurable |
|
Winning click |
Always attributes to itself if the user engaged and downloaded the app. |
Has visibility across multiple networks, and attribute according to last click methodology |
|
Install time |
App download time |
First app open |
|
Time zone |
App store local time-zone |
UTC time-zone |
|
Conversion data |
It can take more than 5 seconds for AppsFlyer to be updated that Search Ads brought the install |
Attributes within 5 seconds at which time the Conversion data API responds. If no data has been received then the response is organic. |
|
Cost data |
Reports cost for all keywords |
Doesn't report cost data for keywords containing uppercase letters in the cohort dashboard or cohort API. |
|
Geo locations |
Apple Search Ads allows advertisers to target users according to their country and region. Apple Search Ads supports a limited number of countries. |
AppsFlyer recognizes the exact geographic location of the user based on the IP address, and so reports on Geos not available on Apple Search Ads. Tip! Users that install while being in the actual country of the app store have the same Geo data in AppsFlyer and Apple Search Ads |
Working with Apple Search 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 Search Ads:
| Tip | Details |
|---|---|
|
Get keyword data |
Apple Search Ads shares keyword data with AppsFlyer. You can view the keyword data in raw data and analytics tools like Pivot, Retention, and Cohort. If keyword data is missing in AppsFlyer, this can be caused by:
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 whilst 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 ASA keyword campaigns are configured as an exact match or broad match. Keyword cost data has the following characteristics:
Limitations
ExamplesCohort ExampleThe 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 examplePivot 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 ASA leads, for they all reach your app page in the app store. However, with ASA 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 ASA. A user, who uninstalled your app, and as a result of your ASA retargeting campaign installs again, is called a Re-Downloader by ASA. 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.
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