Measurement that proves every install#
Quick answer: Apple Ads attribution runs on AdAttributionKit from iOS 17.4 forward, with 30 day tap and 1 day view windows and a 24 hour Attribution API token life. Map conversion values to revenue bands early, and judge every bid on measured installs, not tapped hopes.
by the folkfox bench.
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What measures Apple Ads results?#
AdAttributionKit is the forward path from iOS 17.4, while SKAdNetwork remains the legacy route with no published deprecation date. Apple Ads windows run 30 day tap and 1 day view, stretching to 90 and 61 days for pre-orders. Start at the Apple Ads hub to place this deck in the family.
Attribution API tokens live 24 hours, so integrations must refresh on cadence. Read Apple on AdAttributionKit and our Advanced deck before trusting dashboard numbers.
How do you map value to revenue?#
Define post-install events worth buying (trial, subscription, first order), then map conversion values to revenue bands the business already uses. Finance trusts bands it recognises, not opaque scores it cannot audit.
Keep Basic accounts on the 30 day window and Advanced tests window aware: view-through credit flatters browsing placements. Our bidding deck turns measured conversion into CPT bids, and our team audits value maps.
| Lever | What it means |
|---|---|
| Path | AdAttributionKit from iOS 17.4, legacy route still live |
| Windows | 30 day tap, 1 day view, 90 and 61 for pre-orders |
| Tokens | Attribution API token life of 24 hours |
| Value | Conversion values mapped to revenue bands, not vibes |
When is tracking ready for spend?#
Spend only after postbacks flow end to end: test installs attributing in dashboards before budgets scale. Paid taps without measured installs are donations, not marketing.
Revalidate around iOS releases and reg shifts. The February 2026 DMA outcome left Apple Ads outside gatekeeper designation on limited EU scale, but alternative marketplaces still fragment discovery, so watch match rates quarterly.
Where does measurement differ?#
Results queries attribute cleanly to taps, while Today and Search tab browsing leans on view-through windows that deserve scepticism. Read placement reports with the window in mind, not the headline count.
Rank context helps: the AppsFlyer 2025 index places Apple Ads number one on iOS for gaming and non gaming alike. AppsFlyer 2025 index sets the backdrop.
Why does honest attribution scale budgets?#
Because finance funds what it can audit: revenue banded conversion values turn install counts into pipeline language. Modelled CPT bids then rest on measured conversion instead of platform optimism.
Because windows decide winners: judge retargeting style placements on tap credit, not borrowed views. Read Apple on attribution windows and check the Basic 30 day window.
Postback Lab
Score attribution readiness across path, events and value mapping before scaling a coin of spend.
Postback Lab
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Unmeasured spend is donation, so map value first. Read Apple on AdAttributionKit.
Your readiness verdict
Run the score to see whether spend is measurable yet.
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Fresh measurement wire
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Ready when you are#
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