Enable Apple Ads (New)

Overview

Apple Ads is a self-attributing network (SAN) that drives iOS app discovery and downloads through the App Store. Connect Apple Ads to Branch to attribute installs and conversions, configure attribution windows, and pull cost data into a single workspace.

For more information about integrating ad partners in general, visit our Ad Partner Integration Guide.

Note: this guide is for new Branch
This guide covers integrating Apple Ads in the new Branch experience. For information on Apple Ads in legacy Branch, visit our legacy guide.

Partner capabilities

Capability	Details
Company type	Self-Attributing Network
Deep linking	Limited (campaign value pass-back only)
Attribution	Click-through attribution, View-through attribution
Ad campaign types	Acquisition campaigns
Supported platforms	iOS
Cost ingestion support	Supported (via API)
Pricing models	CPT (cost per tap), CPI
Engagement Builder Ad Partner Integration	Not available

Before you begin

To set up the Apple Ads integration, you need:

Branch's Performance product enabled for your Branch account. Contact your Branch account manager or visit https://branch.io/pricing.
A Branch account with access to Configuration > Ad Partners and admin permissions to enable and configure integrations.
An Apple Ads account with admin access.
A mobile developer to implement the Apple Ads token in your app.

Configure the Apple Ads token

Before enabling Apple Ads in Branch, your developer must retrieve the Apple Ads token using one of the following methods:

via SDK, or
via Server-to-Server (S2S)

For implementation details, see the Configure Apple Ads Token guide in Developer Hub.

Enable Apple Ads

To begin, navigate to Configuration > Ad Partners > Apple Ads.

Apple Ads is an OAuth partner. Follow Connect with OAuth in the general Ad Partner Integration Guide. When prompted, select Sign in with Apple Ads and authenticate with your Apple Account.

A single sign-in covers all Apple Ads features in Branch: ad linking, attribution, clicks and impressions, and cost data.

To manage the connected user later, see Manage partner settings

Configure attribution

Apple Ads supports seven attribution windows. The defaults for the three click-based windows match Apple's recommended values.

To configure attribution windows, select the Attribution windows tab on the Apple Ads page.

Attribution type	Default	Apple's recommendation
Click to start session	1 day	1 day
Click to install	7 days	7 days
Click to conversion event	30 days	30 days
Impression to start session	1 day	—
Impression to install	1 day	—
Impression to conversion event	6 days	—
Household measurement window	1 day	—

Using non-recommended values for the three click-based windows may cause discrepancies between Branch and Apple Ads when comparing data.

Note: tap vs. impression
Apple Ads always reports the attributed touch type as a tap, even when the conversion is attributed to an impression. Branch supports view-through conversions for Apple Ads, so the impression windows above control how Branch attributes those conversions, even though the touch itself is recorded as a tap (see ).

For more information, follow Configure attribution in the general ad partner integration guide.

Verify your data

In Branch Liveview: confirm that events from your app appear in real time. This is the fastest way to confirm SDK events are firing.
In Branch Analysis dashboards: review attributed installs, events, and cost data tagged with Ad Partner Name = Apple Search Ads . The campaign field is set to the Campaign Name configured in your Apple Ads account.

Note: Agency management
If an Agency manages your Apple Ads campaigns, see Agency-managed SAN Campaigns.

Apple privacy frameworks

SKAdNetwork

Apple Ads supports SKAdNetwork (SKAN) attribution tracking for SKAN versions 1.0, 2.0, and 3.0 only.

Using Apple Ads with SKAN provides insight into how users discover and download your iOS app through:

App Store search results
App Store Today tab
App Store Search tab
App Store product pages

To access this attribution data:

Enable SKAN direct postbacks.
Have your technical team implement a simple app update.

Ad Attribution Kit

Ad Attribution Kit (AAK) is Apple's attribution framework that succeeds SKAN. Branch supports AAK for Apple Ads campaigns.

To use AAK with Branch for Apple Ads attribution, add AAK configuration to your app's Info.plist file in addition to your existing SKAdNetwork entries. Follow Apple's AAK configuration guide for details.

Caution: iOS 26.2+
Apps without AAK configuration will experience attribution interruption for Apple Ads as users upgrade to iOS versions 26.2+.

Data mappings

Branch maps Apple Ads body_campaign_id values to channel names. Apple sends only the four values listed below.

`body_campaign_id`	`last_attributed_touch_data_tilde_campaign`	Touch type	`body_fidelity_type`
10	APPSTORE_SEARCH_RESULTS	Taps	1
20	APPSTORE_TODAY_TAB	Taps	1
30	APPSTORE_SEARCH_TAB	Taps	1
40	APPSTORE_PRODUCT_PAGES_BROWSE	Taps	1

Notes:

last_attributed_touch_data_tilde_campaign: Branch maps body_campaign_id to this field.
Touch type is always "Taps" (clicks).
body_fidelity_type is always 1, indicating clicks.

Troubleshooting

Install discrepancies compared with the Apple Ads dashboard

Discrepancies between Branch and Apple Ads are often higher than with other partners due to Apple Ads' attribution model. To attempt reconciliation, compare Apple Ads' 'New Download' counts (minus the LAT-on percentage) against Branch's first-open counts for Apple Ads.

Time zones — Ensure your Apple Ads time zone (Settings > Overview > Account Information) matches your Branch time zone (Configuration > App Settings > General).
Limit Ad Tracking (LAT) On — Apple Ads doesn't report installs to third parties when LAT is on, but the Apple Ads dashboard shows all installs regardless. With AAK properly configured, attribution is still provided for LAT-on or ATT opted-out users.
Attribution windows — Apple Ads attributes all installs within 30 days of a click; Branch's default click-to-install window is 7 days. Adjust in the Attribution tab on the Apple Ads page.
Last-click attribution — Branch attributes to the last click within its windows; Apple Ads always attributes to itself within 30 days. Source mismatches are expected.
Reinstalls — Apple Ads counts reinstalls as conversions by default; Branch labels these "REINSTALLS." In the Apple Ads dashboard, switch the column selector to New Downloads or Redownloads to align.
Attribution API timeouts — If the Apple Ads Attribution API doesn't respond within ~1 second, Branch won't attribute the install to Apple Ads.
Opens vs. installs — Branch counts the first app open as the install; Apple Ads counts the download. Counts and dates may differ.

Deep linking with Apple Ads

Apple Ads doesn't use Branch Links, so deep linking is limited. Branch passes back the campaign value you configure in the Apple Ads dashboard. You can read this parameter in-app to drive deep linking.

Installs or conversion events appearing without keywords

Apple Ads offers Keyword and Search Match match sources. Search Match automatically matches your ad to relevant App Store searches rather than preassigned keywords, so its attributed installs have no associated keywords. Toggle Search Match at the Ad Group level in the Apple Ads dashboard.

Using TestFlight or a developer app

When debugging via TestFlight or a developer app, Apple Ads returns dummy values with Campaign ID 1234567890. Filter this out when reviewing Apple Ads-attributed data in Branch.