Mumbai: Snapchat has announced the global rollout of Unified Attribution, a new measurement and campaign optimisation solution now available to app advertisers using AppsFlyer or Adjust, with support for additional mobile measurement partners (MMPs) underway.
Unified Attribution brings together Snapchat’s platform metrics and MMP cross-channel performance data into a single view, allowing advertisers to optimise campaigns against business outcomes using the measurement signals they already rely on.
The solution enables advertisers to use real-time signals, including MMP conversions, to optimise campaigns, scale investments across channels and understand campaign impact within Snap Ads Manager.
Snapchat said the integration addresses the challenge of platform and MMP data being housed in separate systems, which can make it difficult for advertisers to act quickly on performance insights.
During beta testing with AppsFlyer and Adjust across different markets and app categories, Snapchat reported improved acquisition efficiency among participating advertisers.
A real-money gaming advertiser using AppsFlyer data recorded a 26% lower cost per acquisition compared with SKAN-optimised campaigns across its Casino and Sportsbook apps.
Mohegan Sun Online Casino reported an 89.8% increase in ROAS and a 77% reduction in CPI by Week 4 when comparing Unified Attribution with its business-as-usual approach, based on AppsFlyer data.
Financial app Deblock, using Adjust signals alongside Snap first-party data in France, reported a 25% reduction in eCPI, 28% lower cost per completed onboarding, 43% more app installs and 31% more users reached.
Mobile app publisher Codeway reported an 18% lower CPI and 1.8x higher scale while maintaining CPP performance after using Unified Attribution with Adjust signals.
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. The integration provides joint measurement data that is consistent, reliable, and actionable and is already adding value according to our mutual clients.”
Bright Park, Principal Partner Development Manager, AppsFlyer, 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, Snapchat, 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. By working with our trusted MMP partners AppsFlyer and Adjust, we’re helping more advertisers invest with greater confidence and drive more efficient growth.”
Snapchat said Unified Attribution can be used to optimise campaigns across objectives including app installs, onboarding, purchases and efficient customer acquisition.
The global rollout is currently available to app advertisers using AppsFlyer or Adjust, with additional MMP integrations expected to follow.
