Apple Search Ads guide

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 most.

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.

Set up ASA integration

开始

先决条件

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.

Set 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

对接页面

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.

Integration settings
Section	细节
Integration activation	激活合作伙伴 To attribute this partner: Turn on Activate partner. 点击保存。
安装归因	安装点击后回溯窗口 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	重新安装归因 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: Reinstall attribution is on. Re-download flag sent by ASA is true. The user is within the re-attribution window (set at the time of the original install). The reinstall can be seen in the retargeting dashboard. The Store reinstall raw data field is set to true. Currently ASA retargeting does not support re-engagements.
Reinstalls	不活跃窗口 Set the user inactivity threshold (in days) to control the impact of retargeting campaigns.

成本选项卡

Enabling Apple Search Ads cost integration

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 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.

注意

Cost data for Basic campaigns is not supported by the ASA reporting API, so Basic campaign data is not available in AppsFlyer.
To sign in with Apple, you need ASA admin-level permissions.
When you sign in with Apple, any previously provided API certificates stop pulling data.

如何启用成本API：

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.

权限选项卡

Setting ad network and agency permissions.

Set up agencies and ASA marketing partners

原则

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
	代理商	营销合作伙伴
AppsFlyer sends postbacks	否	是
技术	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
广告主	In AppsFlyer, in the ASA integration tab, turn on Activate partner. Select the agency, in the Agency permissions tab, turn on Agency Permission.	In the ASA integration tab, turn on Activate partner. In the ASA dashboard get the marketing partner's Campaign Group ID. In the marketing partner's integration tab: Turn on Activate partner. Set Campaign Group. Configure in-app events postback.
代理商	In the ASA integration tab, set Apple Search Ads Campaign Group.	不适用

Marketing partner setup

To set up a marketing partner:

If required, activate Apple Search Ads integration:
1. In AppsFlyer, go to, Configuration> Integrated Partners > Apple Search Ads.
2. Turn on Activate Partner.
3. 点击保存。
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:
1. In AppsFlyer, go to, Configuration > Integrated Partners.
2. Search for the Apple Search 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 Search Ads Campaign Group ID that you retrieved in the earlier step. Enter the digits (numbers) only.
6. 点击保存。
[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. 完成以下参数:
  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.
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

先决条件：

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.
点击保存。

代理需进行的操作

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.

注意

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 Xpend subscription. Without Xpend, only click and impression data is received.

To enable the cost API:

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.

注意

代理需要在后台打开成本按钮并上传证书，与AppsFlyer同步成本。

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.

附加信息

差异

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

广告系列是按地区汇总的。
The following are not reported: Impressions, taps, or cost of Geos having less than 100 impressions for a given campaign.
在AppsFlyer中按照Geo进行分组时，不会显示数据不可用的Geo，并且不可用的数据总数将显示在N/A下。

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

其他可能产生数据差异的原因

The table that follows lists the main reasons for discrepancies.

数据差异	苹果搜索广告	AppsFlyer
Apple Search Ads' initial attribution data may be delayed by a few seconds.	Can be delayed by a few seconds.	For iAd framework, real-time data is required to correctly attribute.
Differences related to AppsFlyer SDK versions	Counts conversions irrespective of the AppsFlyer SDK version.	For iAd, SDK V5.0+ is required to attribute correctly. 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.
统计用户数	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)	With IDFA: AppsFlyer 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) Without IDFA: AppsFlyer relies on IDFV to determine whether this is a re-install or a new install: If one or more other apps of the vendor are installed on the device, AppsFlyer attributes ASA with a re-attribution. Otherwise (no other app exists), AppsFlyer attributes ASA with a new install.
Click lookback window	Fixed 30-day window	For iAd, click lookback window is configurable. For standard responses from AdServices, the click lookback window is fixed 30-day.
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
时区	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.
成本数据	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

通过使用Apple Search Ads可以搜集有价值的营销数据，可能会影响到您iOS所有媒体渠道的的用户获取效果。

帮助您最大程度地使用Apple搜索广告的提示：

建议	细节
获取关键词数据	[Updated September 19, 2021] At present the keyword data itself isn't available; the keyword ID is available in raw 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: 套餐类型：关键词数据由Apple Search Ads与具有Apple Search Ads 高级套餐的广告客户共享。广告系列类型：您可以在Apple搜索广告中配置不同的广告系列关键词匹配类型。根据匹配类型，Apple Search Ads共享以下关键词：完全匹配：用户搜索的确切关键词广泛匹配：Apple用于执行搜索的关键词。类似于用户的实际搜索词。 Search match: Apple does not share these keywords with advertisers. Case sensitivity: Apple Search Ads marketing API returns case-sensitive data and Apple Search Ads attribution API returns lower-case data. To avoid data conflicts in reports, use only lower-case keywords. Use only exact or broad match search campaigns to receive complete keyword data.
根据关键词数据比较用户质量	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: Historical data is available starting October 13, 2019. Dimensions: 日期营销活动广告集广告 Analysis tools: cohort 数据透视 Master API 限制 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. 群组设置 Cohort result table In the table that follows, the total cost and Cohort ROI is displayed Pivot example Pivot setup Pivot result table
找到效果最好的广告素材集	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.
定位重新下载用户	您过去的用户可能会是您ASA最佳的目标受众。 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 changelog

ASA updates and changes
Effective date	Update/change
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 measurement 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.

Apple Search Ads campaign field mapping

AppsFlyer raw data report field	备注
Campaign 名称	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.
营销活动ID
广告设置名称	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.
广告集ID
广告	Deprecated in AdServices API
广告ID	Not mandatory in ASA. If not set the AppsFlyer field is blank.
~~关键词~~	Deprecated in AdServices API [Updated September 19, 2021] In the future, we will make this available by using a different 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.
~~关键词匹配类型~~

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 Consent

Click time available

Click lookback window

备注

Data availability

IDFA available

Consenting

是

由广告主设置

AppsFlyer last-click attribution rules used

User-level attribution data

是

Non-consenting

否

30 days
(set by ASA)

Priority is given to deterministic candidates.

User-level attribution data without the click time.

否

Set up ASA integration

开始