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Impact of iOS 14 on Branch Ad Partners

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Facebook

Ad Type Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Facebook Install Web to App No N/A Attribution Possible using PREM* No Attribution ✘ N/A ✔ ✔
Facebook Engagement Yes N/A Attribution Possible using PREM* No Attribution ✘ ✔** N/A N/A
Facebook App Install App to App No Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✔ N/A ✔ ✘
Opt-Out No Attribution No Attribution ✔ N/A ✘ ✘
Facebook App Engagement Yes Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✘ ✔** N/A N/A
Opt-Out No Attribution No Attribution ✘ ✔** N/A N/A

*Ad Tracking can be delivered assuming Branch Ad Links
**Deep Linking assumes the ad unit is using Branch Ad Links

For additional information on iOS 14 Impact on Facebook, visit the iOS 14 FAQs

Google

Ad Type Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Google Web to App No N/A Attribution Possible using PREM* No Attribution ✘ N/A ✔ ✔
Google Yes N/A Attribution Possible using PREM* No Attribution ✘ ✔** N/A N/A
Google UAC App Install App to App No Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✔ N/A ✔ ✘
Opt-Out No Attribution No Attribution ✔ N/A ✘ ✘
Google App Engagement Yes N/A N/A N/A ✘ N/A N/A N/A
N/A N/A N/A ✘ N/A N/A N/A

*Ad Tracking can be delivered assuming Branch Ad Links
**Deep Linking assumes the ad unit is using Branch Ad Links

For additional information on iOS 14 Impact on Google, visit the iOS 14 FAQs

Snap

Ad Type Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Snap App Install App to App No Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✔ N/A ✔ ✘
Opt-Out No Attribution No Attribution ✔ N/A ✘ ✘
Snap App Engagement Yes Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✘ ✔ N/A N/A
Opt-Out No Attribution No Attribution ✘ ✔ N/A N/A

*Deep Linking assumes the ad unit is using Branch Ad Links

For additional information on iOS 14 Impact on Google, visit the iOS 14 FAQs

Twitter

Ad Type Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Twitter App Install App to App No Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✔ N/A ✘ ✘
Opt-Out No Attribution No Attribution ✔ N/A ✘ ✘
Twitter App Engagement Yes Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✘ ✔* N/A N/A
Opt-Out No Attribution No Attribution ✘ ✔* N/A N/A

*Deep Linking assumes the ad unit is using Branch Ad Links

For additional information on iOS 14 Impact on Twitter, visit the iOS 14 FAQs

TikTok

Ad Type Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
TikTok App Install App to App No Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✔ N/A ✔ ✔
Opt-Out No Attribution No Attribution ✔ N/A ✔ ✔
TikTok App Engagement Yes Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✘ ✔* N/A N/A
Opt-Out No Attribution No Attribution ✘ ✔* N/A N/A

*Deep Linking assumes the ad unit is using Branch Ad Links

For additional information on iOS 14 Impact on TikTok, visit the iOS 14 FAQs

Apple Search Ads

Ad Type Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Apple Search Ads Install (New Framework) App to App No Opt-In Device-level Attribution via IDFA (SAN) Limited Device Level ✘ N/A ✔* ✔*
Opt-Out Limited Device Level Limited Device Level ✘ N/A ✔* ✔*
Apple Search Ads Install (Old Framework) Yes Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✘ N/A ✔* ✔*
Opt-Out No Attribution No Attribution ✘ N/A ✔* ✔*

*Deferred Deep Linking possible as a deep link payload and assumes user did not disable Apple Ad Tracking

For additional information on iOS 14 Impact on Apple Search Ads, visit the iOS 14 FAQs

Non-SANs

Ad Partner Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Non-SAN Web to App No N/A Attribution Possible using PREM* No Attribution ✘ N/A ✔** ✔**
Yes N/A Attribution Possible using PREM* No Attribution ✘ ✔** N/A N/A
App to App No Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✔ N/A ✔** ✔**
Opt-Out No Attribution No Attribution ✔ N/A ✔** ✔**
Yes Opt-In Device-level Attribution via IDFA (SAN) No Attribution ✘ ✔** N/A N/A
Opt-Out No Attribution No Attribution ✘ ✔** N/A N/A

*Ad Tracking can be delivered assuming Branch Ad Links in parallel with SKAN
**Deep Linking assumes the ad unit is using Branch Ad Links

First Party Ads Using Custom_3p

Platform Flow App Installed Publisher Advertiser SKAN Availability Direct Deep Linking Deferred Deep Linking
Opt-In Opt-Out Advertiser Opt-In Advertiser Opt-Out
Web to App No N/A Attribution Possible using PREM* Attribution Possible using PREM* ✘ N/A ✔ ✔
Yes N/A Attribution Possible using PREM* Attribution Possible using PREM* ✘ ✔ N/A N/A
App to App No Opt-In Device-level Attribution via IDFA (SAN) Attribution Possible using PREM* ✘ N/A ✔ ✔
Opt-Out Attribution Possible using PREM* Attribution Possible using PREM* ✘ N/A ✔ ✔
Yes Opt-In Device-level Attribution via IDFA (SAN) Attribution Possible using PREM* ✘ ✔ N/A N/A
Opt-Out Attribution Possible using PREM* Attribution Possible using PREM* ✘ ✔ N/A N/A

Updated 6 months ago

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