Apple Ads (formerly Apple Search Ads) Attribution Integration

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Vaibhav Gupta
Updated
Apple Search Ads
Cost Aggregation
Set up data connector
Tracking and Postbacks
Configure attribution integration

 

Integration Summary

Apple Ads is integrated with Singular via a "self-attributing" integration, where Singular relies on reported attributions on Apple's side, processing them through a last-click attribution model.

Starting with iOS 14.3, Apple Seach Ads uses the new AdServices framework. Apple Ads has deprecated iAd framework. 

 

Partner Apple Search Ads (AdServices)
Partner Type Self-attributing Ad Network (iOS Only)
Creatives Supported
Publisher Not Supported
View-Through as of March 27th, 2025
Re-engagement Supported
S2S N/A
Click Tag No (Self-attributing)
Receiving All Installs Yes (Self-attributing)
Receiving All Events N/A

Setup Instructions

1. Integrate the Singular iOS SDK/S2S

Integrate the Singular iOS SDK (see the developer's documentation) or implement an S2S integration.

Warning: Make sure the AdServices frameworks is included! 

2. Configure Apple Search Ads as a Partner

To enable the "Apple Search Ads (AdServices)" integration:

  1. In Singular, go to Attribution > Partner Configuration and type "Apple Search Ads" in the search box.
  2. Click to edit the partner.
  3. Click "Save". The "Apple Search Ads (AdServices)" integration is fully configured.

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Note: Apple Seach Ads (AdServices) does not support reporting post-install event postbacks. 

Reporting on Apple Ads Installs

(New - October 15th, 2025) For Apple Ads Pre-Order campaigns, Apple Ads & Singular uses a 90-day click-to-install and 61 day view-to-install attribution window.  Additionally, Pre-Order campaigns are only attributed if there is no other more recent and competing touchpoint from another channel.

For Apple Ads non Pre-Order campaigns, Apple Ads & Singular uses a 30-day click-to-install and 1 day view-to-install attribution window for Apple Ads.

Additionally, Singular reports using the values as named in your Apple Ads campaigns. You can use special keywords in your Apple Ads campaigns to provide even more insights into how your users are acquired.


Apple Search Ad reporting values are mapped to Singular reporting dimensions as follows:

Singular Value Apple Ads (AdServices) Value Example
Tracker Campaign Name (deprecated) “MyCampaign”
Tracker Campaign ID Campaign ID 12345678
Tracker AdGroup Name (deprecated) “MyAdGroup”
Tracker AdGroup ID AdGroup ID 98123747
Source Apple Search Ads “Apple Search Ads”
Keyword (deprecated) “bubbles”
Keyword ID Keyword ID

12345678
Creative ID Ad ID (when available)

12345678
Ad Type Supply Placement "APPSTORE_SEARCH_RESULTS"

When you run a report in Singular, Apple Ads will also match the SDK data with the spend data provided by Apple Ads API, including:

  • Spend by Campaign
  • Spend by Keyword

To start pulling marketing data from Apple Ads, add a data connector for Apple Ads in the Data Connectors page. See the Data Connectors FAQ for more information.

App Tracking Transparency and Reporting

Apple Ads (AdServices) attribution reporting includes attribution for users regardless of their App Tracking Transparency (ATT) status. 

  • For ATT opt-out users, Apple Ads (AdServices) claims an attribution via a "standard response" where the "click time" or "impression time" is not available. In these cases, Singular defaults the click time to 30/1 days (Apple Ads attribution window for CTA and VTA, respectively) before the install, for attribution. Singular records the attribution via the IDFV.
  • For ATT opt-in users, Apple Ads (AdServices) claims an attribution via a "detailed response", where the "click time" is available for attribution. Singular records the attribution via the IDFA.
  • All Apple Ads reporting dimensions are available regardless of ATT opt-in status.

Read more about Apple Ads AdServices' "standard" and "detailed" responses.

FAQ and Troubleshooting

Why are there discrepancies in my data between Apple Ads and Singular?

Discrepancies with Apple Ads may be due to various reasons:

  • Apple records a download when the user clicks "Download", whereas Singular records an install when the user first opens the app (which may occur on a later date).
  • Discrepancies may be higher if Singular's SDK isn't initialized immediately in the first app open (for example if the SDK is only initialized after a "Consent Gate" or Registration flow).
  • For opt-out users measured via the IDFV, "re-downloads" in Apple may be counted as "Installs" in Singular. This is because the IDFV is reset on each re-install of the app, unless another app from the vendor exists on the device.

For more details on differences between the reported numbers by Apple Ads and Singular, see Apple's Mobile Measurement Providers page.

How can I track custom product pages?

You can set up a redirect for Apple Ads. See How can I have a Singular Link redirect to an Apple App Store custom product page? You can review CPP breakdown in the creative reporting under Product Page Name/ID.

Are my Apple Ads Attributions available in SKAdNetwork Reporting?

No, Apple Ads is measured separately from SKAdNetwork, and therefore Apple Ads data is made available only in traditional non-SKAdNetwork reporting and in user-level exports.

Does ASA report downloads and re-downloads?

Apple Ads supports reporting attributions for both "downloads" and "re-downloads". Both downloads and re-downloads are bucketed into the "Install" and "Re-engagement" metrics in Singular reporting, according to Singular's definition of an install and re-engagement.

Install and re-engagement attribution for Apple Ads is enabled automatically.