Best practices for iOS App campaigns

Working within Apple’s App Tracking Transparency (ATT) framework

Apple’s App Tracking Transparency (ATT) policy requires developers to ask for permission when they use certain information from other companies’ apps and websites for advertising purposes, even if they already have user consent. These changes impact iOS App campaigns, so we’re sharing best practices with ATT in mind.

  • Review Apple’s documentation and applicable laws and regulations. If the ATT framework is right for your app, you may decide to create and display a warm-up, or explainer, screen before asking for consent with the ATT consent prompt. The explainer screen allows you to give users more context on how your app uses information for advertising purposes. Implementing the custom explainer screen may improve performance for your iOS App campaigns. Learn more about creating and displaying an explainer screen by using the Firebase SDK
  • Closely monitor the performance of all your iOS App campaigns. If you ran iOS App campaigns for installs prior to the iOS 14 changes, you may notice fluctuations or drops in performance as a result of the changes. For App campaigns for engagement, you'll notice a significant decrease in reach. Make applicable adjustments to budgets and bidding as needed to ensure that you get the most out of your App campaigns.
  • Use the latest version of the Google Analytics for Firebase SDK. The SDK automatically integrates with SKAdNetwork, Apple’s framework for install conversion measurement that adheres to the new privacy measures. Using Google Analytics for Firebase automatically registers your apps for SKAdNetwork attribution so that you can measure “first open” conversions.
  • Adopt Google’s on-device conversion measurement to more precisely measure app installs and in-app actions from your iOS App campaigns. This feature improves conversion modeling and reporting accuracy while keeping user data private. Learn more About on-device conversion measurement
  • Consolidate your iOS App campaigns for installs to run 8 or fewer campaigns. This will ensure optimal campaign performance while adhering to SKAdNetwork campaign limitations.
  • Use target cost per install (tCPI) and target cost per acquisition (tCPA) instead of target return on ad spend (tROAS) bidding to ensure optimal performance.
  • With Apple’s ATT policies, you'll be able to view reporting data for SKAdNetwork (SKAN) by following the instructions below:
    1. Sign into your Google Ads account.
    2. Click Campaigns in the page menu.
    3. Click the Reports icon in the campaigns navigation menu.
    4. Click Other.
    5. Click SKAN conversions.

Note: There are several nuances in the way SKAdNetwork functions that impact reporting for Google App campaigns on iOS. We’re working with the industry to give Apple feedback on how to further improve SKAdNetwork so advertisers can measure their campaign results accurately on iOS 14, including features like web-to-app attribution, video traffic, multi-touch attribution, custom conversion windows, and how to account for reinstalls.

Conversion reporting for your App campaigns will include modeled conversions for all channels to reflect conversions that may not be observed due to the ATT framework.

  • If you’re an ads publisher, visit the AdMob Help Center to learn ways you can minimize impact to ads revenue as a result of Apple’s new privacy measures.

General best practices

Note: You can review FAQs about iOS 14 changes for more information.
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