At a glance: Apple Search Ads (ASA), an AppsFlyer SRN partner, helps users find your app in the App Store using keywords.
App relevance determines if your ad is the one displayed in response to a search query in the App Store. User response to an ad is a signal of ad relevance. ASA uses user response as a signal in deciding which ads to display the most.
Note
- ASA offers click-based mobile attribution, user retargeting, and cost data via API (with an ROI360 subscription).
- While ASA displays view-through metrics in its dashboard, the integration with AppsFlyer remains click-based, with ASA responding only to user ad clicks for attribution.
Set up ASA integration
Get started
Prerequisite
- The most recent version of the AppsFlyer iOS SDK is adopted
Set up Apple Search 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.
Note
Before setting up an integration, make sure you contact the partner and open an account with them.
Integration tab
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 |
To activate or edit the integration:
|
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 |
Reinstalls |
Reinstall attribution If Reinstall attribution is on, AppsFlyer can attribute reinstalls to ASA. Reinstall attribution lookback window settings are set according to the install attribution settings. If the user is within the re-attribution window (set at the time of the original install), the install is attributed to ASA as a reinstall. The reinstall can be seen in the retargeting view of the Overview dashboard. The Store reinstall raw data field is set to true. 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 tab
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.
Note
-
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.
- Cost data for "campaign groups" is not supported by the ASA reporting API, so "campaign group" data is not available in AppsFlyer.
- To sign in with Apple, you need ASA admin-level permissions (either Account Read Only or Account Read and Write).
- When you sign in with Apple, any previously provided API certificates stop pulling data.
- When you sign in with Apple, authorization of ASA 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.
- When you sign in with Apple, you can't use a federated login.
To enable cost, clicks, impressions, and enriched data:
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.
Permissions tab
Set up agencies and ASA marketing partners
Principles
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 vs. marketing partner
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.
Configuration steps checklist
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> Active integration 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, from the side menu, select Collaboration > Active integrations.
- 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 Group 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.
Prerequisites
Before configuring an agency on AppsFlyer, both the agency and the advertiser must take the following steps on the ASA platform:
-
Agency:
- Create separate campaign groups within the agency account.
- 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 ASA documentation on How to link a client’s App Store Connect account to an agency account.
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.
- When you sign in with Apple, authorization of ASA 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 Search Ads the advertiser:
- In AppsFlyer, from the side menu, select Collaboration > Active integrations.
- 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.
- From the side menu, select Collaboration > Active integrations.
- 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
If you enable cost API, AppsFlyer receives cost, clicks, and impression data from ASA 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 Search 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.
Disable agencies and marketing partners
To stop recording attribution of Apple Search Ads installs generated by agencies or marketing partners:
- In AppsFlyer, from the side menu, select Collaboration > Active integrations.
- 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.
Additional information
ASA Attribution
Apple Search Ads functions independently of SKAdNetwork and deterministically attributes users, regardless of ATT consent. This means that for users attributed to ASA, you have the full range of features and measurements provided by our LTV attribution model.
ASA attribution doesn't rely on IDFA—attribution is done using a token from the device (deterministic attribution)—and differs according to ATT consent:
ATT consent | Click time available | Click lookback window | Remarks |
---|---|---|---|
Yes | Yes | Set by the advertiser | AppsFlyer last-click attribution rules used |
No | No | 30 days (set by ASA) |
No click time provided. Priority is given to deterministic candidates |
Discrepancies
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 | AppsFlyer |
---|---|---|
Differences related to AppsFlyer SDK versions | Counts conversions irrespective of the AppsFlyer SDK version. | For AdsServices, SDK V6.1.3+ is required 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. If AdServices is implemented and iOS14.3+ is installed, then non-consented users are attributed correctly. |
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) |
|
Click lookback window | Fixed 30-day window | For responses from AdServices that don't have a click time, the click lookback window is fixed to a 30-day window. |
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 |
Timezone | App store local timezone | UTC timezone or as set in AppsFlyer settings |
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 |
Tips
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. Note:
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
|
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. |
ASA change log
Effective date | Update/change |
---|---|
2023-02-07 | The enriched attribution parameters Campaign name, Adset name, and Keywords are available only when the Cost tab is enabled, irrespective of your subscription plan. This means that for your dashboards and raw data reports to show campaign names, adset names, or keywords, you must have the Cost tab enabled. |
2022-02-16 | Keywords are available via Cost API. You must enable the API in the Apple Search Ads integration page. Note! The API is available to all advertisers irrespective of your subscription plan. |
2021-04-07 | Apple Search Ads integration: ASA functions independently of SKAdNetwork and deterministically attributes users. This means that for users attributed to ASA you have the full range of features and measurements provided by our LTV attribution model. |
2021-03-07 | 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. |
2021-02-15 | Starting this date, 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 the subscription plan. |
Availability of Apple Search Ads campaign parameters
The table below shows the availability of attribution parameters in raw data reports or on the dashboard.
Raw data report parameter | Availability |
---|---|
Campaign name | For this parameter to be available, you must enable the Cost API on the Apple Search Ads integration page. The API is available to all advertisers, irrespective of their subscription plan |
Campaign ID | Always available |
Adset name | For this parameter to be available, you must enable the Cost API on the Apple Search Ads integration page. The API is available to all advertisers, irrespective of their subscription plan |
Adset ID | Always available |
Ad | Currently unavailable |
Ad ID |
This parameter is only available when both of the following conditions are met:
|
Keywords | For this parameter to be available, you must enable the Cost API on the Apple Search Ads integration page. The API is available to all advertisers, irrespective of their subscription plan |
Keyword ID | This parameter 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. |
Keyword Match Type | Currently unavailable |
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 Aggregated Advanced Privacy.
Note! Installs brought by ASA aren't reported in the framework of SKAdNetwork.
ATT Consent | Click time available | Click lookback window | Remarks | Data availability | IDFA available |
---|---|---|---|---|---|
Consenting | Yes | Set by the advertiser | AppsFlyer last-click attribution rules used | User-level attribution data | Yes |
Non-consenting | No | 30 days (set by ASA) |
Priority is given to deterministic candidates. | User-level attribution data without the click time. | No |