Update Feb 28: this release will no longer launch on March 1st or the week of March 1st.
We will update this announcement with new targeted dates. We will also share another announcement once this release is live.
Targeting March 1st, we aim to update how our existing “App install” metric reports data and release new SKAdNetwork (SKAN) metrics.
For background on this upcoming release, check out our original post here.
New SKAdNetwork metrics
The Synchronous and Asynchronous Stats API endpoints will now return a nested skan field for mobile_conversion_installs and mobile_conversion_purchases for SKAN conversion data.
Example:
"mobile_conversion_purchases": {
// New SKAN metrics
"skan": {
"post_view": [
253
],
"post_engagement": null
},
"post_view": [
282
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
27
],
"sale_amount": null
}
Action required: refetching install and SKAN data
On the date of this update, you will need to refetch install and relevant SKAN data. We are also providing historical data, available from Feb 3rd 00:00 UTC, on the release date.
You can leverage the Active Entities endpoint to help identify changed metrics. If you would like to use this approach, make sure that your application or platform supports this endpoint ahead of March.
Once you have refetched install data, you will have a choice of how to surface “App install” data from Feb 3rd - March 1st. That is because we will provide historical data for this time period, at launch. For “App install” reporting for the time period of Feb 3rd - March 1st, you can choose to either*:
- Keep the blended Mobile App Conversion Tracking (MACT)/SKAN data
- Overwrite the data as MACT only
*For the Twitter Ads UI, we plan to overwrite the data from Feb 3rd - March 1st as MACT only. With that, if you choose to keep the blended MACT/SKAN data during this time, note that it will deviate from the Ads UI. The “App install” metric will continue to surface blended MACT/SKAN data before Feb 3rd.
Actions to take at launch, on March 1st:
- Call Active Entities for all Campaign, Line Item, Promoted Tweets that are associated with an
APP_INSTALL and APP_REENGAGEMENT objective campaigns from Feb 2 - March 1st
- Additionally, for these new SKAN metrics, refetch all iOS campaigns between the Feb - March 1st window.
- For the “App install” metric data during the time period of Feb 3rd - March 1st, choose to either overwrite that historical data with the updated MACT only data or keep as is.
Note: one of the new SKAN metrics, “SKAN app purchases (AppsFlyer only)”, will only surface data for advertisers who use AppsFlyer as a Mobile Measurement Partner (MMP). Support for other MMPs is planned for the near future.
Sample data
For reference, here is what the data will look like after this update is live for a mobile app using AppsFlyer as an MMP with SKAN purchases:
{
"data_type": "stats",
"time_series_length": 1,
"data": [
{
"id": "asz9m",
"id_data": [
{
"segment": null,
"metrics": {
"mobile_conversion_spent_credits": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_installs": {
"skan": {
"post_view": [
1435
],
"post_engagement": [
223
]
},
"post_view": [
2351
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
367
],
"sale_amount": null
},
"mobile_conversion_content_views": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_add_to_wishlists": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_checkouts_initiated": {
"post_view": [
905
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
94
],
"sale_amount": null
},
"mobile_conversion_reservations": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_tutorials_completed": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_achievements_unlocked": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_searches": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_site_visits": {
"order_quantity": null,
"post_engagement": null,
"post_view": null,
"sale_amount": null
},
"mobile_conversion_key_page_views": {
"post_view": null,
"post_engagement": null
},
"mobile_conversion_add_to_carts": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_payment_info_additions": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_re_engages": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_shares": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_sign_ups": {
"post_view": [
700
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
55
],
"sale_amount": null
},
"mobile_conversion_purchases": {
"skan": {
"post_view": [
253
],
"post_engagement": null
},
"post_view": [
282
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
27
],
"sale_amount": null
},
"mobile_conversion_rates": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_logins": {
"post_view": [
2688
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
3151
],
"sale_amount": null
},
"mobile_conversion_updates": {
"post_view": [
1641
],
"order_quantity": null,
"assisted": null,
"post_engagement": [
1623
],
"sale_amount": null
},
"mobile_conversion_levels_achieved": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
},
"mobile_conversion_downloads": {
"post_view": null,
"sale_amount": null,
"post_engagement": null,
"order_quantity": null
},
"mobile_conversion_invites": {
"post_view": null,
"order_quantity": null,
"assisted": null,
"post_engagement": null,
"sale_amount": null
}
}
}
]
}
],
"request": {
"params": {
"start_time": "2022-02-19T05:00:00Z",
"segmentation_type": null,
"entity_ids": [
"asz9m"
],
"end_time": "2022-02-23T05:00:00Z",
"country": null,
"placement": "ALL_ON_TWITTER",
"granularity": "TOTAL",
"entity": "LINE_ITEM",
"platform": null,
"metric_groups": [
"MOBILE_CONVERSION"
]
}
}
}
We will follow up again on the day of launch once this is live.
Thank you,
Twitter Ads API team