Snapchat has expanded Unified Attribution globally for app advertisers using AppsFlyer or Adjust, with support for additional mobile measurement partners planned. The system is designed to bring Snapchat campaign data and cross-channel measurement from MMPs into a single view within Snap Ads Manager.
Mobile advertisers often use mobile measurement partners to evaluate campaign performance across multiple advertising platforms. However, platform-level reporting and MMP data are typically managed separately, which can make it difficult to use cross-channel conversion data while campaigns are running.
Unified Attribution connects MMP conversion signals with Snapchat’s campaign measurement. Advertisers can use these signals for campaign optimization while continuing to evaluate performance against metrics reported by their MMP.
The system is intended to support three main use cases: using MMP conversion data as a real-time optimization signal, allocating spend based on cross-channel performance, and accessing campaign measurement without switching between separate reporting systems.
Results From Early Tests
Snapchat tested Unified Attribution with AppsFlyer and Adjust across different markets and app categories before its wider rollout. The company reported improvements in acquisition efficiency across several participating advertisers.
A real-money gaming advertiser used Unified Attribution for its Casino and Sportsbook apps, with AppsFlyer used to evaluate campaign performance. According to Snapchat, the campaigns recorded a 26% lower cost per acquisition than campaigns optimized using SKAdNetwork data.
Mohegan Sun Online Casino also used AppsFlyer data alongside Unified Attribution. By the fourth week of testing against its existing approach, Snapchat reported an 89.8% increase in ROAS and a 77% reduction in CPI.
French financial app Deblock combined Adjust measurement signals with Snapchat’s first-party data as part of its app acquisition campaigns. The company reported a 25% reduction in eCPI, a 28% reduction in cost per completed onboarding, a 43% increase in app installs, and a 31% increase in users reached.
Mobile app publisher Codeway used Adjust signals with Unified Attribution to optimize acquisition campaigns. Snapchat reported an 18% reduction in CPI and a 1.8x increase in scale while maintaining cost-per-payer performance.
The global rollout currently covers advertisers using AppsFlyer and Adjust, while Snapchat says additional MMP integrations are being developed.
Andrey Kazakov, CEO at Adjust, said, “With performance marketing technologies continuing to evolve across platforms, access to accurate data is more important than ever. Unified Attribution brings performance data from Snap and Adjust into a single view, helping advertisers better understand results, optimize campaigns, improve ad spend efficiency and make informed decisions that drive growth.”
He further added, “The integration provides joint measurement data that is consistent, reliable, and actionable and is already adding value according to our mutual clients”
Bright Park, AppsFlyer’s Principal Partner Development Manager, said, “For the first time, Snap’s optimization engine and advertiser measurement are working from the same data. This helps to close a gap that has existed across the industry for years, where publishers optimize against their own attribution signal while advertisers make budget decisions based on a fundamentally different view. Unified Attribution changes that dynamic, and is a win-win-win for the ecosystem.”
Adrian Mulryan, VP of Global Agency, said, “With Unified Attribution now available, app advertisers have a simpler way to bring together the cross-channel signals they trust with Snapchat’s and optimize toward the outcomes that matter most, and we’re thrilled that it’s already translating into meaningful results.”
He further added, “By working with our trusted MMP partners AppsFlyer and Adjust, we’re helping more advertisers invest with greater confidence and drive more efficient growth.”
