X requires approved MMPs for app install campaign attribution
X (formerly Twitter) details its mobile app measurement and attribution capabilities for advertisers, requiring integration with approved Mobile Measurement Partners (MMPs) to bid in app install campaigns. The platform supports both device-ID based conversion tracking and Apple's SKAdNetwork for iOS campaign attribution, even when users opt out of tracking. X lists five MMPs: Adjust, AppsFlyer, Branch, Kochava, and Singular, enabling advertisers to track app engagement and conversion metrics.
Key Takeaways
- X requires an approved Mobile Measurement Partner before advertisers can bid in app installs campaigns.
- X supports Apple SKAdNetwork for iOS attribution, including users who opt out via App Tracking Transparency.
- Approved MMPs listed by X are Adjust, AppsFlyer, Branch, Kochava, and Singular.
- X conversion events now appear in the Events manager tab, which replaces the deprecated Conversion tracking tab.
- Advertisers can use post-engage and post-view attribution windows of 1, 7, 14, or 30 days.
Why It Matters
For advertisers running app installs on X, measurement is now tied to a short approved list of MMPs and to matching attribution windows between X Ads and the partner dashboard. That makes X’s app ads stack more prescriptive, but it also gives buyers a defined path for device-ID tracking and SKAdNetwork coverage on iOS. The most concrete signal to watch is whether conversion events show as “tracking” in Events manager after the MMP dashboard is configured with the X Ads account ID.
Read full article at business.x.com