As soon as early March 2022, we expect to make a change affecting our existing Install metric. This change is related to an update we are making which will break out Mobile App Conversion Tracking (MACT) reporting and SKAdNetwork (SKAN) reporting. More information below.
With that, in order to reflect accurate data in your reporting surfaces, you will need to refetch install data at the cutover date - which may be as soon as early March 2022 - when this change goes live. We will follow up to confirm the cutover date in the coming weeks.
Within the next few weeks, we will follow up with specifics on how to approach refetching the data for these metrics.
Install metric and upcoming SKAN Installs metric
On the cutover date, we plan to break out MACT and SKAN values into separate metrics. This change will affect what the existing “Install” metric reports and will also introduce a new “SKAN Installs” metric.
Once this change is made, in order to accurately populate the two metrics ("Install” & “SKAN Installs”), you will need to refetch relevant install data. On the cutover date, the data will include up to one month of separated MACT and SKAN install data.
Background and more details
Post App Tracking Transparency enforcement, our install reporting was updated to take into account both SKAdNetwork (SKAN) and MACT data for iOS results.
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How does this work? We prioritize SKAN values and use MACT data where SKAN isn’t available.
This is changing when this update goes live. On the cutover date, the “Install” metric will only house MACT data and the new “SKAN Installs” metric will house SKAN data.
- Keep in mind that this does mean that the Install metric could reflect dramatically different results from one day to another on the cutover date, once the metric’s values are updated.
Note: with this change, on the cutover date, we will again support location segmentation for mobile conversions for MACT data at the promoted Tweet level.
Moving forward
With this upcoming change, advertisers would then be able to utilize Twitter’s 1st party reporting to view separated Install results.
This should also help when comparing to Mobile Measurement Partner dashboards as well, addressing common discrepancies.
Coming soon
We will share more information on these upcoming changes and how to prepare in the coming weeks.
Thank you,
Twitter Ads API team