Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article
TL;DR Summary of X Partners with AppsFlyer to Enhance Ad Performance Insights
X has teamed up with AppsFlyer to provide advertisers with more accurate conversion tracking and improved ROAS measurement. This partnership introduces an Advanced Self-Reporting Network (SRN) integration that combines deterministic attribution and privacy-compliant modeling. Advertisers gain deeper insights into campaign performance, leading to better optimization and cost efficiencies.
Optimixed’s Overview: How X’s AppsFlyer Integration Elevates Ad Attribution and Campaign Success
Overview of the New Partnership
X has launched a collaboration with AppsFlyer, a leading app analytics provider, to enhance the accuracy and depth of ad performance data for advertisers using the platform. This integration introduces the Advanced Self-Reporting Network (SRN), which allows for more precise tracking of conversions generated by X ads.
Key Features of the Advanced SRN Integration
- Dual Attribution Methods: Combines deterministic attribution via device ID matching for about 25% of iOS users with privacy-compliant modeling for the majority who do not share device IDs.
- Privacy-Centric Measurement: Utilizes AppsFlyer’s privacy-respecting algorithms to ensure compliance while still providing comprehensive conversion data.
- Single Source of Truth (SSOT): Adds an extra layer of validation for X traffic, enhancing the reliability of attribution data.
Benefits for Advertisers
With this integration, advertisers can expect:
- Improved ROAS Measurement: More accurate insights into how ads are driving conversions and revenue.
- Enhanced Optimization: Access to reliable data enables smarter campaign adjustments and targeting.
- Cost Efficiency: According to AppsFlyer, advertisers leveraging SSOT have experienced an average 27% reduction in effective cost per install (eCPI).
Implications for X Ad Strategies
This development offers advertisers a powerful tool to better understand audience behavior and campaign impact on iOS devices, especially in a privacy-conscious environment. Incorporating AppsFlyer’s advanced attribution methodologies can lead to more informed decision-making and improved advertising outcomes on X.
