Mobile measurement providers

How MMPs help monitor Apple Search Ads Advanced results

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

MMPs interact with various marketing channels independently to count app downloads and monitor postinstall events. If you permit an MMP to access your Apple Search Ads campaign data through the Apple Ads Attribution API, they can incorporate that data into their solution. It’s important to remember that MMP methodology for conversion attribution has some key differences when compared to Apple Search Ads:

  • Source of install data
    Apple Search Ads: App Store verified install (download) following a tap on an ad.
    MMP: Install inferred by last ad touch before the first open of the app.
  • Attribution window
    Apple Search Ads: 30 days from tap on an ad.
    MMP: 7 to 30 days from first open of the app.
  • Redownloads
    Apple Search Ads: Reported as redownloads and included in the reported install count in the Apple Search Ads Advanced Campaigns dashboard, Campaign Management API, and Attribution API.
    MMP: May be attributed as only a re‑open of an app.