Enable X Ads (New)

New
  • Published on May 21, 2026
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Overview

X Ads is a self-attributing network (SAN) that enables Branch to receive attribution data for installs and in-app events from X ad campaigns. This integration sends app conversion data collected by the Branch SDK to X for attribution and provides access to attribution data in Branch for analysis.

As a SAN, X reports attribution to Branch directly via its API. For more information about integrating ad partners in general, visit our Ad Partner Integration Guide.

Note: this guide is for new Branch

Please note that this guide is about integrating X Ads in the new Branch experience. For information on X Ads in legacy Branch, visit our legacy guide.

Partner capabilities

Capability

Details

Company type

Self-attributing network (SAN)

Deep linking

Not supported for app campaigns. Branch Links can be used on posts and non-app campaign types but will only report in Branch.

Attribution

Click-through, view-through

Ad campaign types

App installs, app re-engagements

Supported platforms

iOS, Android

Cost ingestion support

Supported (via API)

Pricing models

CPC, CPM, CPI

Engagement Builder Ad Partner Integration

Not available

Before you begin

To set up the X 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 X Ads account with permissions to configure ad accounts.

Enable X Ads

To begin, navigate to Configuration > Ad Partners > Twitter.

Caution: Branch must be your only MMP

Ensure Branch is the only mobile measurement partner (MMP) configured in your X Ads account before enabling this integration. If another MMP is already configured, you must remove it first, otherwise the connection will fail.

  1. Select Enable.

  2. Enter your X user name and X user ID to authorize Branch.

  3. Review and accept the X Ads Terms & Conditions.

  4. Under Ad Accounts, select the X Ads accounts you want to connect to Branch.

  5. Select Save.

Note: connecting multiple accounts

X Ads accepts multiple ad accounts. However, only a single Branch user can authenticate the integration. That user must have access to all accounts you want to connect before signing in.

Configure attribution

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

To minimize discrepancies when comparing Branch and X Ads reporting, match your Branch attribution windows to the settings in your X Ads account.

Attribution type

Default

Click to conversion event

30 days

Click to install

30 days

Click to start session

30 days

Household measurement window

2 days

Impression to conversion event

1 day

Impression to install

1 day

Impression to start session

1 day

Configure events

To configure event mappings, select the Event config tab on the Twitter page.

Branch forwards in-app events to X Ads based on the mappings configured here. For guidance on setting up event mappings, see the general Ad Partner Integration Guide.

Verify your data

After enabling the integration and running campaigns, verify that attribution data is flowing correctly.

  • 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 where Ad Partner Name = Twitter.

  • In X Ads: confirm that attributed installs and events are appearing in your X Ads campaign reporting.

X Ads data sharing

X has a data-sharing agreement with Branch that restricts how attribution data is accessed and exported. Understanding these restrictions is important when setting up data feeds or working with agencies.

Data levels

Source level includes publisher name (hardcoded to "Twitter"), publisher ID, and ~advertising_partner_name (hardcoded to "Twitter").

Campaign level includes campaign name, campaign ID, channel (Twitter or Twitter Audience Platform), ad ID (Post ID), and partner ad set ID (Line Item ID).

Accessible data

By default, Branch's API and Analysis dashboards provide source and campaign level data in aggregate reports. In exports, only source level data is available by default. Campaign level data in exports requires allowlisting. To request campaign level data export access, contact your Branch account manager with the subject line CAMPAIGN LEVEL DATA EXPORT ALLOWLIST.

X attribution data cannot be forwarded to Branch data integrations (such as third-party analytics providers). If postbacks are configured to analytics providers, source and campaign level information will be scrubbed by default — only identifiers will pass through, and conversions will appear organic to the third party.

Agency access

Agencies can access X Ads attribution data in Branch if they have been granted full agency access by the client, or if they append their agency attribution code to the X Ads campaign they are running.

Data mappings

Campaign data

Branch maps the following data fields from X Ads to Branch.

Note: advertising_partner_name value

The value of ~advertising_partner_name for X Ads is "Twitter", not "X" or "X Ads". Use Ad Partner Name = Twitter when filtering in Branch analytics.

Branch field

X Ads data

Possible values

~advertising_partner_name

—

"Twitter"

~channel

tpn_attribution

"Twitter" (standard) or "Twitter Audience Platform" (if TAP is last touch)

~campaign

campaign_name

The name of your X Ads campaign

~campaign_id

campaign_id

The ID of your X Ads campaign

~user_data_geo_country_code

country_code

Two-letter country code (e.g., US)

last_touch_type

engagement_type

CLICK or IMPRESSION

last_attributed_touch_timestamp

engagement_time

Timestamp of the ad click or impression

Event names

Branch forwards in-app events to X Ads using the following event name mappings. Configure these on the Event config tab.

Branch event name

X Ads event name

ACHIEVE_LEVEL

LEVEL_ACHIEVED

ADD_PAYMENT_INFO

ADDED_PAYMENT_INFO

ADD_TO_CART

ADD_TO_CART

ADD_TO_WISHLIST

ADD_TO_WISHLIST

COMPLETE_REGISTRATION

SIGN_UP

COMPLETE_TUTORIAL

TUTORIAL_COMPLETE

INITIATE_PURCHASE

CHECKOUT_INITIATED

INSTALL

INSTALL

LOGIN

LOGIN

OPEN

RE_ENGAGE

PURCHASE

PURCHASE

RATE

RATED

REINSTALL

RE_ENGAGE

SEARCH

SEARCH

SHARE

SHARE

SPEND_CREDITS

SPENT_CREDITS

UNLOCK_ACHIEVEMENT

ACHIEVEMENT_UNLOCKED

VIEW_ITEM

CONTENT_VIEW

Data limitations

Branch purges X Ads last-attributed data after 60 days. After this period, attribution data for X Ads conversions will no longer be available in exports or the Branch platform.

To configure your Branch time zone setting, navigate to Configuration > App Settings > General.

Troubleshooting

Connection fails with "Another MMP is already configured" error

This error means another mobile measurement partner is still configured in your X Ads account. Contact the X Ads team to remove the existing MMP configuration, or contact your previous measurement provider to remove the past X tags associated with your ad account. Once removed, retry the connection in Branch.

Ad account is not appearing during setup

If an ad account is not visible during the connection flow, check the following:

  • Confirm that your X Ads user account has permissions to configure the ad account.

  • Confirm that your app has an iOS App Store ID or Android Package Name configured in Branch Link Settings. X Ads only shows accounts for apps that are properly configured.

"Missing app event tags" error when enabling the integration

If you see a "Missing app event tags" error, go through the onboarding flow in Branch again from Configuration > Ad Partners > Twitter.

Reporting discrepancies between Branch and X Ads

Two common causes of discrepancies:

  • Last-touch attribution model: X Ads claims all conversions within its attribution window, regardless of other ad interactions. Because Branch attributes to the last partner to interact with the user, discrepancies of 10–30% are typical.

  • User data sharing opt-outs: X will still attribute conversions in its own reporting, but only shares conversion data with Branch if the user has allowed data sharing in their X settings. This can result in up to 50% discrepancies depending on user settings.

Additional resources

For more information on the X Ads integration and related topics, see the following articles:

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