FAQs about iOS 14 changes

This article addresses frequently asked questions about Apple’s App Tracking Transparency (ATT) policy changes, and how product changes may affect you as a Google Ads advertiser. Most advertisers will not be affected. Learn more about updates to iOS 14 campaign measurement


What’s the difference between the reporting I see for App campaigns and the SKAdNetwork report? Also what will be available in App Attribution Partner reporting?

SKAdNetwork reports will be available to all App campaign advertisers by April 30, 2021. SKAdNetwork reporting is one of multiple data sources to consider for campaign reporting. Learn more about best practices for iOS App campaigns

App Attribution Partners (AAPs) will have access to the same information of SKAdNetwork conversions and App campaign conversions. However, AAPs will not receive attribution claims on modeled conversions, so you will see differences among App campaigns, SKAdNetwork, and AAP reporting.

What reporting details should I expect for conversion data captured through the new URL parameters?

Conversion data measured with the new parameters will be reported at the same level of granularity as with the individual-level GCLID parameter using conversion modeling techniques. Learn more about updates to iOS 14 campaign measurement

Is it possible to observe longer delays for some of my App campaigns on iOS as a result of conversion modeling?

Yes, App campaign modeled conversions may take up to 5 days to appear, and this is expected behavior. This modeling delay is in addition to existing conversion delays. Please also be aware that reporting for recent campaign performance will continue to be affected by modeling lags, and you should continue to be prepared for performance fluctuations.

Conversion tracking

How will the new URL parameters work when the ad interaction occurs on a non-Google site? Will advertisers need to send Google the parameter themselves?

When any of Google’s first-party tags are implemented on any website, the tags will pass the appropriate parameter when it detects the ad interaction is coming from iOS 14 traffic. Learn more about updates to iOS 14 campaign measurement

In what cases would these new URL parameters be used?

These new URL parameters may appear when an ad originates on an affected iOS surface, and a subsequent conversion occurs on the web. The new URL parameters may also appear when an ad originates on the web and there's a subsequent conversions in an app (deep linking).

How do I test whether the new URL parameter is working?

In a Google app, click on an ad that takes you to a website. Inspect the website URL and see if the parameter “?wbraid=” appears.

How will SKAdNetwork conversion values work with App campaigns?

SKAdNetwork conversion values may help you to measure campaign performance, and we’ll be introducing additional features to incorporate conversion values into campaign optimization in the coming months.

What are the benefits of including the Google Analytics for Firebase SDK in my iOS app, beyond SKAdNetwork integration?

Beyond registering your apps for SKAdNetwork attribution, Google Analytics for Firebase also offers the following benefits:


What’s the impact of running more than the recommended 8 App campaigns for installs?

We recommend you consolidate to 8 or fewer app install campaigns for each iOS app because this helps maintain optimal performance within SKAdnetwork’s campaign limitations. Running 8 or fewer campaigns ensures that each campaign has sufficient conversion signals. While this is not a hard limit, exceeding 8 campaigns per app will result in degraded performance and SKAdNetwork reporting. Learn more about how Google is helping app developers prepare for Apple’s iOS 14 ATT policy updates

Conversion modeling

How does Google model conversions when there is no shared identifier between ad interactions and conversions or when conversions can’t be measured?

We separate ad interactions based on whether we were able to observe the link between that ad and the conversion.

Then, we identify a group of similar-behaving users in the observable group and calculate their conversion rates. We also analyze other factors, including device type, time of day, and operating system, in order to assess similarity.

We train our machine learning model to determine the likelihood of conversions across all users that interacted with the ad, even those that weren’t directly seen because of browser or OS restrictions. We apply these training techniques uniquely for each advertiser’s specific business needs.

Then, we validate that our models are representative by leveraging data from other calibration signals, such as historical conversion trends. Learn more about modeled online conversions

What are some of the signals used to power Google’s conversion modeling?

While every model will be slightly different, example signals used include: Device type, Conversion type, Time of Day, Country, and Browser. Learn more about modeled online conversions


How do these new measurement solutions for iOS affect my bidding?

Our bidding systems rely on the measurement solutions used to collect data—such as the global site tag (gtag.js), Google Tag Manager (gtm.js), and Google Analytics for Firebase. As we develop new measurement solutions like conversion modeling and new URL parameters, we closely monitor their effect on our bidding systems and make adjustments accordingly.

Campaigns using Smart Bidding will continue to set bids based on the most accurate measurement available. However, we recommend that you prepare for the above changes by closely monitoring the performance and delivery of all campaigns serving on iOS traffic. If necessary, you can also make adjustments to budgets and Smart Bidding CPA or ROAS targets to help you achieve your goals. For example, if you would like to increase spend, you can raise CPA targets or lower ROAS targets as needed.

If you’re running App campaigns with the Target ROAS bidding strategy, you should switch to Target CPA right away. Learn more about how Google is helping app developers prepare for Apple’s iOS 14 ATT policy updates

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