AppsFlyerStepping into clarity: introducing complete iOS measurement on X Ads
Summary
The article announces AppsFlyer and X Ads' Advanced SRN (Self-Reporting Network) integration, the first MMP-delivered capability for X on iOS. This addresses long-standing iOS measurement challenges under ATT, where SKAdNetwork (SKAN) has limited clarity due to delayed, aggregated, and insufficient data for re-engagement. The Advanced SRN combines two attribution methods: deterministic device ID matching (covering ~25% of iOS traffic) and aggregate modeling for the rest, ensuring privacy-compliant, complete campaign measurement.
This feeds into AppsFlyer's Single Source of Truth (SSOT), which merges deterministic, modeled, and SKAN data into a unified view, reducing fragmentation and improving decision-making. According to AppsFlyer, advertisers using SSOT see eCPI drop by 27% on average. The integration also includes Creative Optimization for full-funnel insights.
X Ads is positioned as a growth channel, with Emarketer projecting $2.26B in global ad revenue by 2025 (16.5% growth) and a user base where over 70% are aged 18-34, a highly engaged demographic. Advertisers can expect increased conversions, higher ROAS/LTV, and better attribution without added complexity, as reporting remains aggregate. This launch empowers ad ops decision-makers to optimize iOS campaigns on X with clearer, actionable data while maintaining privacy compliance.
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