| What's new |
As of September 1, 2026:
- Apple's AdServices API adds an engagement timestamp to all iOS attribution claims, including those that previously lacked one. AppsFlyer uses this timestamp to apply your configured lookback window and last-touch attribution rules to these claims.
- For ad groups with age or gender targeting, Apple will return an attribution payload of false, and these engagements cannot be attributed to Apple Ads in AppsFlyer.
|
| Effective date |
September 1, 2026 |
| What you should know |
- For most Apple Ads campaigns, attribution accuracy improves because engagements are now evaluated against your advertiser-defined lookback window rather than the previous default windows, including engagements from non-consenting users who previously were claimed without timestamps.
- Separately, ad groups with age or gender targeting will return a false attribution payload. Engagements from those ad groups are not claimed by Apple Ads and therefore cannot be attributed to them.
|
| What you should do |
No action is required. Your Apple Ads integration reflects this change automatically. If you run age or gender targeted ad groups, review your Apple Ads reporting after September 1 to understand any change in attributed conversions. |