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Right this moment, Apple began implementing restrictions on SDKs associated to AppTrackingTransparency (ATT). Our SDK was one which was flagged as a result of it had code that Apple indicated as being in violation of their tips. This code was within the SDK to gather info for our fraud prevention suite. We’ve since launched SDK 4.28 which addresses this concern and all apps which have submitted with it have been authorised. We advocate all shoppers replace to SDK 4.28 earlier than submitting any app.


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We take shopper privateness very critically and assist Apple’s new modifications. It’s vital for us as a frontrunner in attribution and as an skilled on this area to arm you with tips about how to consider app submissions, SDKs, and attribution going ahead on iOS.

Transparency and honesty are key values for us. Subsequently, we needed to spotlight a bit extra on what occurred at the moment.

Spoofing of our SDK presents a big problem to our information integrity and is a probably costly assault on our clients, so we created code that will acquire info that higher allowed us to seek out such conduct. Apple noticed these symbols and flagged them as a result of they have been just like symbols being utilized in different SDKs that collectively could possibly be used to create a persistent ID, even when a person didn’t consent. We’ve posted an inventory of all symbols that we all know of, that have been flagged by Apple right here.

We by no means used these symbols for this function, nonetheless some have been in our SDK. As this code was solely used for analysis, we’ve eliminated it from the SDK and advocate that you simply replace your SDK to SDK 4.28 as a result of it’s vital that every one apps and the SDKs in them comply.

Individually, we’re testing an ATT consent circulate in our SDK. We’ve got discovered that in the event you reference ATT however solely ask for consent in OS 14.5+, then a reviewer could reject you the primary time since they count on the consent circulate on all working programs. Should you then resubmit with info that your consent is just current on OS 14.5+, you’ll get authorised. To avoid wasting time, we advise that you simply add this observe to the unique app submission.

The important thing strategies of attribution going ahead

Transferring past the occasions of at the moment, we needed to stipulate our view on the important thing strategies of attribution going ahead:

SKAdNetwork: As everyone knows Apple’s system supplied attribution mechanism has limitations, nonetheless it ought to be very correct in last-click attribution of aggregated installs.

Deterministic Attribution: If a person consents to sharing IDFA each on the media supply your advert seems and inside your app as soon as they obtain it, IDFA shall be current on each side and we will match deterministically so long as you run your click on by monitoring hyperlinks.

Imprecise or Probabilistic Attribution: We are able to use some fundamental gadget info to create a greatest guess at which commercial drove which set up. Whereas much less correct, this stage of knowledge will offer you sufficient info to investigate creatives and construct some effectivity fashions round your media spend. As a result of this technique just isn’t deterministic, neither is it persistent, we consider it’s acceptable inside the coverage and you’ve got the choice to allow it.

To ensure that continued success, you’ll want to grasp tips on how to use the above methods collectively or individually and the trade-offs of every. Under, we spotlight some plans and greatest practices that we have now collected from many conversations with advertisers:

Pure SKAdNetwork:
Some advertisers will solely use SKAdNetwork. We helps this, however we consider this may restrict effectivity. Whereas final click on attribution shall be exact, this might hinder the flexibility for advertisers to investigate creatives, run net or influencer campaigns, and get long-term return stories and cohorts towards the media spend. Additional, the dearth of long term visibility decays the flexibility to optimize the app person expertise for brand new installs.

SKAdNetwork and Deterministic:

Some advertisers will solely use SKAdNetwork and deterministic attribution. To do that they may run attribution hyperlinks as earlier than, and depart Probabilistic Attribution off. If a person consents to share IDFA on each the app serving the advert and their very own app, attribution shall be exact, as will long run person attribution, ROAS and cohorts evaluation, and inventive reporting because it has at all times been on these customers. Sadly, as a result of solely a small proportion of customers will consent on each side, you’ll lose visibility into detailed attribution on a majority of your customers, leaving you with comparable limitations referenced above.

SKAdNetwork, Deterministic and Probabilistic:

Some advertisers will use all three of the above strategies. This poses complexity however probably the most alternative. The complexity is that if a person begins with IDFA shared on the app that reveals the advert, after which doesn’t consent to share IDFA with the advertiser upon obtain, that set up will face duplication. This duplication will happen as a result of it’ll get SKAdNetwork attribution and a few proportion of the time it might additionally get probabilistic attribution. Additional, if a person is attributed deterministically, that very same person may have gotten a SKAdNetwork set up as effectively from one other media supply or the identical supply that couldn’t be de-duped. Backside line: duplication turns into a difficulty right here. Nevertheless, this technique gives entry to way more visibility into inventive information, full assist for net and influencer campaigns, in addition to ROAS and long term cohort maturity evaluation, resulting in extra insights and finally higher apps.


Builders, MMPs, and all gamers within the app ecosystem are working to find out one of the best ways to proceed to get the info they want whereas adhering to Apple’s new coverage. We consider the third path of mixing all three attribution strategies has probably the most potential in attaining this purpose.

As SKAdNetwork rolls out and advertisers select their most popular technique, we’ll even be constructing extra instruments to raised measure duplication charges extra precisely. As we higher perceive duplication charges, advertisers can value their media buys correctly and nonetheless purchase profitably whereas having sufficient insights to optimize their buys and their merchandise.

We consider that this {industry} ought to have clear and open conversations round these matters and on methods for tips on how to cope with potential lack of insights and decays in efficiency. There’ll at all times be evolutions and modifications in our rising {industry} and if we come collectively as companions, we will develop a greater industry-wide understanding that not solely helps each other, but in addition strikes our {industry} ahead. To that finish, please search for us to publish extra blogs, host {industry} boards, and ship webinars that deal with these matters. We welcome our clients, our companions and all MMPs to affix.