X Partners with AppsFlyer for Third-Party Ad Performance Measurement
X has announced a new partnership with app analytics provider AppsFlyer, which will enable X advertisers to glean more insight into the performance of their X ads.
The new Advanced Self-Reporting Network (SRN) integration will enable X advertisers to track conversions stemming from their X ads, with more accurate determinations of actual results, improving ROAS measurement.
As explained by X:
'The Advanced SRN integration between AppsFlyer and X Ads uses 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.'
So it'll give you more data on your ad performance, with more specific figures related to audience response, based on AppsFlyer's measurement methodology.
Which, in some cases, uses estimation, but it's a more informed approach than relying on existing iOS tracking methods, giving you additional insight into your X campaigns.
'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.'
AppsFlyer also offers further qualification via its Single Source of Truth (SSOT) measurement, which provides extra validation of X traffic.
'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.'
So, essentially, you now have access to third-party measurement for your X ads, which will give you more insight into campaign performance and actual results.
Which could help you optimize your X ads, ensuring you're reaching the right people with your offerings.
It's another consideration for your X ads strategy, feeding more insight into your approach.
You can read more about X's AppsFlyer integration here.
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