X partners with AppsFlyer to deliver clearer iOS ad measurement

X is expanding its toolkit for mobile advertisers with a major update to its measurement capabilities through a new partnership with app analytics firm AppsFlyer. Announced this week, the collaboration introduces an Advanced Self-Reporting Network (SRN) integration, giving X advertisers access to more complete and privacy-safe iOS campaign measurement.

For years, Apple’s App Tracking Transparency (ATT) framework and the limited scope of SKAdNetwork (SKAN) have made it challenging for marketers to gain accurate, timely insights into how their ads perform on iOS. With delayed reporting and limited attribution signals, optimizing spend and proving ROI has often felt like guesswork.

The new Advanced SRN aims to change that by combining deterministic and modeled attribution within AppsFlyer’s privacy-focused system. When users share device IDs on both an advertiser’s app and X’s platform, conversions are matched directly—covering about 25% of iOS traffic. For the majority who don’t share their IDs, AppsFlyer uses privacy-compliant modeling to ensure results are still counted.

“By merging these two approaches, the Advanced SRN gives advertisers both accuracy and scale while respecting user privacy,” said Benjamin Cole, Senior Director of Global Partner Development at AppsFlyer. “It’s a smarter way to see the true impact of campaigns.”

This upgrade builds on X Ads’ existing measurement stack, which already includes cost data insights through AppsFlyer’s ROI360. Now, advertisers gain a clearer view of conversions, ROAS, and customer lifetime value. The integration also unlocks AppsFlyer’s Single Source of Truth (SSOT), which ties together data from different attribution streams, reducing fragmentation and delivering more reliable metrics across campaigns.

According to AppsFlyer, brands using SSOT have seen an average 27% drop in effective cost per install (eCPI) thanks to sharper optimization signals.

The collaboration comes at a pivotal time for X Ads. As marketers face mounting pressure to prove performance, X remains a critical growth channel—particularly for brands targeting younger audiences. Recent research shows that over 70% of X’s users are under 35, a demographic known for high digital engagement and spending power.

“This partnership strengthens our commitment to innovation and results,” said Monique Pintarelli, Head of the Americas at X. “Advertisers can finally measure the full value of their iOS campaigns on X, with more confidence and clarity than ever.”

The Advanced SRN is the latest in X’s broader push to give advertisers complete funnel visibility. The company plans to roll out Creative Optimization capabilities next, empowering brands to test and refine ad elements with AI-powered insights.