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Advanced | Measure Results

Mobile measurement providers

Monitoring results of your campaigns is an important step in 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 post-install events. If you permit an MMP to access your Apple Search Ads campaign data through the Apple Ads Attribution API or Apple Search 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 with 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.

  • Re-downloads
    Apple Search Ads: Reported as re-downloads 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.

  • Limit Ad Tracking (LAT) On installs
    Apple Search Ads: Included in the reported install count viewed in Apple Search Ads Advanced Campaigns dashboard and the Campaign Management API. LAT Install totals don’t include downloads from devices running iOS 14 or later.
    MMP: Not able to be attributed due to Apple’s Privacy Policy.