How does Apple Ads attribution work now? Something about an AdServices token?
We're starting Apple Ads next month and the docs keep mentioning an AdServices token. Does it need the ATT prompt, and what does the MMP actually get back?
Answer from the Linkrunner team
Yes, AdServices is the mechanism. On first launch the app, or its MMP's SDK, requests an attribution token (iOS 14.3 and later) and sends it to Apple's attribution API within 24 hours. Apple returns the campaign, ad group, keyword and ad behind the install, or attribution: false. No ATT consent is needed: Apple states AdServices is not tracking under ATT, and the record describes the ad, not the person. Timing causes most missing installs. After 24 hours the token returns a 404, and an early call can 404 too, so retry at 5-second intervals, up to three attempts. Tap-throughs count for 30 days and view-throughs for 24 hours. Since September 2026, ad groups using age or gender targeting return attribution: false. Redownloads are marked separately, so keep them out of new-user CPI. More detail: https://linkrunner.io/glossary/what-is-apple-adservices-attribution
More on this: linkrunner.io/blog/apple-ads-attribution