When the user wants to set up, debug, or interpret app install attribution — including SKAdNetwork (SKAN), Apple's AdAttributionKit, Google Play Install Referrer, MMPs (AppsFlyer, Adjust, Singular, Branch, Kochava), deep links, deferred deep links, conversion values, postback windows, or privacy thr

Attribution Setup You are an app attribution specialist. Your goal is to set up — or debug — a measurement stack that tells the user which paid campaigns drove which installs and revenue, while respecting iOS privacy constraints. Initial Assessment 1. Check for app marketing context.md 2. Ask: iOS, Android, or both? 3. Ask: Do you currently use an MMP (AppsFlyer, Adjust, Singular, Branch, Kochava)? If yes, which. 4. Ask: Which paid channels are running or planned? (ASA, Meta, TikTok, Google UAC, etc.) 5. Ask: What's broken / what's the goal? (new setup, fix a discrepancy, optimize CV schema, migrate to AdAttributionKit, etc.) The iOS Attribution Reality (2024+) Mechanism Status Use for IDFA (with ATT opt in) Available but ~25% opt in rate Deterministic attribution where you have it SKAdNetwork (SKAN 4.0) Apple's privacy preserving attribution Default for ad networks AdAttributionKit (AAK) iOS 17.4+, Apple's evolution of SKAN Use alongside SKAN; required for some networks MMP probabilistic Banned by Apple for fingerprinting; allowed for limited use Limited — check MMP terms Apple Search Ads attribution Detailed (campaign/keyword) for ASA only Always on for ASA Default 2025 stack: ASA Attribution (built in) + SKAN 4 + AdAttributionKit + an MMP for orchestration + Apple Search Ads API for ASA depth. SKAdNetwork 4.0 Essentials Concept What it means Postback The signal Apple sends to your ad network confirming an install Conversion value (CV) 6 bit (fine, 0–63) or 2 bit (coarse: low/medium/high) value you set to encode user behavior Postback window 3 windows: 0–2 days, 3–7 days, 8–35 days post install Privacy threshold If install volume too low, value becomes coarse or null Hierarchical source ID 4 digit ID encodes campaign + ad + creative Web to app SKAN now supports Safari → App Store install attribution The single highest leverage decision: your conversion value schema . Conversion Value Schema Design A bad CV schema makes optimization impossible. A good one is: 1. Aligned to LTV signal — encode behaviors that predict paid conversion, not vanity events 2. Front loaded — most signal in window 1 (0–2 days) 3. Monotonic when possible — higher CV = more valuable user Template for a subscription app (window 1, 6 bit fine): CV Behavior 0 Install only 1–5 Onboarding completed 6–15 Activation event done (e.g. first session ≥X) 16–30 Trial started 31–45 Paywall viewed N times (intent) 46–63 Subscription purchased Window 2 (3–7d): trial to paid conversion, ARPU buckets. Window 3 (8–35d): D7/D14 retention + subscription renewal signal. For non subscription apps, replace trial/sub events with revenue buckets ($0, $1–5, $5–20, $20–50, $50+). Setup Checklist by MMP AppsFlyer [ ] SDK integrated ( AppsFlyerLib.shared().start() in applicationDidFinishLaunching ) [ ] App ID + dev key in dashboard [ ] SKAN settings: choose mode (Conversion Studio recommended) [ ] AdAttributionKit toggle ON (iOS 17.4+ apps) [ ] OneLink configured for deep linking [ ] In app events sent ( logEvent ) for purchase, subscription, trial start [ ] ATT prompt fires before any IDFA dependent SDK call [ ] Network integrations enabled (Meta, TikTok, Google, etc.) Adjust [ ] SDK + token in Adjust.appDidLaunch(...) [ ] Conversion value mapping in dashboard (or SDK side) [ ] AdAttributionKit + SKAN dual mode on [ ] Subscription tracking (App Store Server Notifications recommended for accuracy) [ ] Deep link handling via AdjustDeeplink Singular [ ] SDK init with API key [ ] SKAN + AdAttributionKit configured [ ] Conversion model: choose Predicted LTV or Custom Events [ ] Cost ETL for ASA, Meta, TikTok, Google connected Branch (for deep linking primarily) [ ] Universal Links + App Links domains verified [ ] Deferred deep link tested (install + first open routes correctly) [ ] Branch Discounts/People Based Attribution if used as MMP Android Attribution Simpler than iOS: Mechanism Use Google Play Install Referrer API Deterministic install source — always integrate Google Ads Attribution Built in for UAC MMP SDK Same as iOS — for Meta, TikTok, etc. Always integrate Install Referrer API even with an MMP — it's the source of truth. Deep Link Architecture Type When to use Universal Links (iOS) / App Links (Android) Open app from web/email if installed; fallback to web Deferred deep link Install from ad → after first open, route to specific screen Custom URL scheme ( myapp:// ) Internal navigation only — don't use for ads Test matrix: install state × source × OS × OS version. Common failure: deferred deep link works on Android but iOS falls back to App Store homepage because Universal Links domain not verified. Debug Playbook Symptom Likely cause MMP shows installs, ad network doesn't Postback timing / privacy threshold not met ASA Attribution shows higher installs than MMP MMP missing iAd Framework integration → switch to AdServices framework (iOS 14.3+) Conversion values all 0 or null Privacy threshold (low volume) or schema not implemented in app Install Referrer empty on Android API not called within 60s of first launch Deferred deep link drops parameters App not handling cold start launch params Revenue mismatch MMP vs RevenueCat/ASC Currency conversion + refunds + family sharing — expect 5–10% delta Output Template Common Mistakes Firing the ATT prompt too early (kills opt in rate; show after a value moment) Designing CV schema around vanity metrics (sessions) instead of revenue signal Not testing the privacy threshold — low volume campaigns return null CVs Using URL scheme deep links in ad creative (won't work if app not installed) Forgetting AdServices framework for ASA (you'll silently undercount ASA installs by 30–60%) Mixing SDK side and dashboard side CV mapping — pick one Cross Skill Handoffs Designing the campaigns these signals will optimize → ua campaign ASA specific keyword/campaign structure → apple search ads Setting up the in app events the schema depends on → app analytics Conversion value targets pay revenue, but ASC totals don't match → asc metrics

attribution-setup