走向清晰：介绍X Ads上的完整iOS衡量

For too long, iOS measurement has been clouded by limitations. Apple’s App Tracking Transparency (ATT) framework changed how data is shared, and while SKAdNetwork (SKAN) was introduced to bridge the gaps, it hasn’t brought the clarity advertisers need to understand iOS campaign performance. Delayed reporting, limited granularity, and missing re-engagement insight have kept marketers in the dark, while sparse attribution signals have left ad platforms with limited feedback to optimize delivery.

That’s about to change with X Ads.

AppsFlyer and X Ads have launched an Advanced SRN (Self-Reporting Network) integration for iOS, making AppsFlyer the first MMP to bring this capability to market with X. This integration joins our growing suite of enhanced, privacy-preserving measurement solutions with leading networks—including TikTok, Snap, and Meta—giving advertisers a strategic edge with full iOS campaign coverage. It delivers a complete, privacy-safe view of performance, enabling clearer insight and more confident, data-driven decisions.

Our continued partnership with AppsFlyer is focused on innovation and results. With the new Advanced SRN integration, advertisers can measure the full value of their iOS campaigns on X.

Monique Pintarelli, Head of the Americas, X

Built for privacy, optimized for performance

The Advanced SRN integration between AppsFlyer and X Ads brings clarity back to iOS measurement, giving advertisers the ability to measure all conversions, even in the absence of some identifiers. 

It does this using two complementary methods of attribution. When users make their device IDs available on both the advertiser’s app and on the X app, AppsFlyer uses deterministic attribution through device ID matching, which accounts for approximately 25% of iOS traffic. For the majority of users who don’t share their device IDs, AppsFlyer applies privacy-compliant modeling to ensure those conversions are measured and fueled into the attribution logic. 

By combining these two methodologies within AppsFlyer’s privacy-centric attribution engine, the Advanced SRN offers advertisers the best of both worlds and provides complete, accurate, and responsible measurement for all scenarios.

The AppsFlyer and X Advanced SRN integration delivers complete iOS measurement, empowering advertisers to fully understand the value of their investment on X and optimize performance with resilient, decision-ready signals.

Benjamin Cole, Senior Director of Global Partner Development, AppsFlyer

A holistic approach to iOS measurement 

Advanced SRN is one component of a broader strategy for complete and consistent iOS measurement, and it plays a foundational role in making that strategy possible. By unlocking richer, privacy-safe signals from X Ads, Advanced SRN feeds high-quality data into AppsFlyer’s attribution engine, which in turn powers Single Source of Truth (SSOT)—AppsFlyer’s unified measurement solution.

When Advanced SRN is combined with SSOT, advertisers gain a complete, validated view of their iOS campaigns. SSOT brings it all together, merging deterministic attribution, modeled data, and SKAN attribution into a single, consistent measurement layer. It eliminates fragmentation, reduces discrepancies, and delivers trusted, actionable insights across all attribution scenarios.

In this framework, Advanced SRN acts as the signal enabler and SSOT as the decision engine. Working in tandem, Advanced SRN and SSOT give advertisers both control and clarity across the entire iOS measurement stack—an interconnected approach that improves visibility and drives real results. According to AppsFlyer data, advertisers using SSOT have seen effective cost per install (eCPI) drop by an average of 27%, thanks to better, more accurate optimization signals.

From a strong base to complete clarity  

This new level of clarity from the Advanced SRN builds on an already strong foundation with X Ads. The existing integration already provides robust cost data measurement through AppsFlyer ROI360, helping marketers understand campaign spend, return on ad spend (ROAS), and conversion rates with precision.

Now, with the launch of Advanced SRN—and soon, the integration of X Ads with AppsFlyer’s Creative Optimization solution—the foundation evolves into a complete, insight-driven offering that spans the entire funnel. Advertisers can go beyond accurate attribution and cost measurement to optimize performance with creative-level intelligence. With AI-powered insights into which creative elements drive results, marketers can uncover exactly what resonates, test new variations, and continuously refine their strategies using trusted data.

Together, these integrations provide clarity at every stage of the funnel, empowering advertisers to measure with accuracy and act with greater confidence. 

X Ads: a strategic growth channel 

As marketers face increasing pressure to optimize spend and prove performance, X Ads has solidified its status as a pivotal platform for mobile app advertisers. According to Emarketer, X’s global advertising revenue is projected to rise by 16.5% to $2.26 billion in 2025, marking a resurgence in annual growth that underscores the platform’s critical role in the digital advertising landscape.

X also boasts a highly engaged, highly valuable user base. Recent data from Hootsuite indicates that 36.6% of users are aged 25–34, and 34.2% are aged 18–24, meaning over 70% of X’s audience falls within the 18–34 demographic. This group is known for its strong digital engagement and increasing purchasing power, making X an especially powerful channel for advertisers catering to younger audiences.

What advertisers can expect 

The AppsFlyer-X Ads integration isn’t just about more coverage—it’s designed to drive results:

• Increased conversions: With more installs and re-engagements attributed accurately, advertisers can expect to see more total conversions tied to their X Ads campaigns.
• Higher ROAS and LTV: Better data drives more precise performance reporting, supporting smarter optimization and stronger results.
• More visibility, no extra complexity: The Advanced SRN does not change X’s reporting policy—installs will continue to be reported in aggregate, with no distinction between deterministic and modeled conversions.

With the addition of the Advanced SRN and Creative Optimization just around the corner, the AppsFlyer and X Ads integration is more comprehensive than ever, built to help you optimize and scale on X. You don’t have to choose between privacy and performance, or between granularity and compliance — you can see clearly and make decisions with confidence.