X and AppsFlyer have partnered to improve iOS ad campaign performance measurement by launching an Advanced SRN (Self-Reporting Network) integration on X Ads. This new solution addresses the challenges posed by Apple’s App Tracking Transparency (ATT) framework and the limitations of SKAdNetwork (SKAN), which have hindered advertisers with delayed reporting, limited granularity, and incomplete re-engagement data. The integration provides a complete, privacy-safe view of iOS campaign performance, enabling advertisers to make clearer, data-driven decisions.
Enhanced iOS Measurement with Advanced SRN
The Advanced SRN integration combines two attribution methods to measure all conversions on iOS devices:
- Deterministic attribution through device ID matching for about 25% of users who share their device IDs.
- Privacy-compliant modeling for the majority who do not share device IDs.
This dual approach within AppsFlyer’s privacy-centric attribution engine ensures accurate and responsible measurement across all scenarios, restoring clarity to iOS campaign performance.
Holistic Measurement Strategy
Advanced SRN is part of a broader iOS measurement strategy that integrates with AppsFlyer’s Single Source of Truth (SSOT) solution. SSOT unifies deterministic attribution, modeled data, and SKAN attribution into a consistent measurement layer, reducing fragmentation and discrepancies. This combined framework provides advertisers with comprehensive insights and improved optimization signals, leading to an average 27% reduction in effective cost per install (eCPI).
Building on a Strong Foundation
The Advanced SRN integration enhances the existing AppsFlyer ROI360 capabilities on X Ads, which already offer robust cost data measurement for campaign spend, ROAS, and conversion rates. Soon, integration with AppsFlyer’s Creative Optimization will add AI-powered insights into creative performance, allowing advertisers to refine strategies with precise, data-driven intelligence across the entire funnel.
Strategic Importance of X Ads
X Ads is a key growth channel for mobile app advertisers, with projected global advertising revenue growth of 16.5% to $2.26 billion by 2025. Its user base is highly engaged and predominantly aged 18–34, a demographic with strong digital engagement and purchasing power, making it an attractive platform for advertisers targeting younger audiences.
Benefits for Advertisers
The AppsFlyer-X Ads integration offers:
- Increased conversions through more accurate attribution of installs and re-engagements.
- Higher ROAS and lifetime value (LTV) driven by precise performance reporting and smarter optimization.
- More visibility without added complexity, as installs continue to be reported in aggregate without distinguishing between deterministic and modeled conversions.
With Advanced SRN and upcoming Creative Optimization, the integration delivers comprehensive, privacy-compliant measurement and optimization tools, enabling advertisers to balance privacy with performance and make confident decisions on X Ads campaigns.
