Mobile measurement providers

How MMPs help monitor Apple Ads
Advanced results

Monitoring Apple Ads Advanced campaign performance is an important step to help ensure you’re meeting your business objectives. To help measure your campaigns’ performance, you may integrate with a mobile measurement provider (MMP).

MMPs interact with various marketing channels independently to measure app downloads and monitor post-install events. If you permit an MMP to access your Apple Ads campaign data through the AdServices attribution API or through AdAttributionKit, they can incorporate that data into their solution.

Note that MMPs must create attribution tokens and request attribution payloads through the AdServices attribution API.

It’s important to remember that MMP methodology for conversion attribution may vary and there may be differences when compared to Apple Ads reporting:

  • Source of install data
    Apple Ads: App Store verified install (download) following a tap or a view of an ad.
    MMP: Install based on the first open of the app.
  • Attribution window
    Apple Ads Downloads and Redownloads: 30 days from a tap on an ad or one day from a view of an ad.
    Apple Ads Pre-orders Placed: 90 days from a tap on an ad or 61 days from a view of an ad.
    MMP: 0 to 30 days from a tap or view of an ad.
  • Redownloads
    Apple Ads: Reported as redownloads and included in the reported install count in the Apple Ads Advanced Campaigns dashboard, Campaign Management API, and AdServices attribution API.
    MMP: Certain MMPs may have settings you can manually adjust for attributing redownloads (such as customizable attribution windows, an inactivity window, and more). Please check with your MMP for more details.