Snap opens Unified Attribution worldwide, letting app advertisers use outside data

Snap has made a tool called Unified Attribution available to every advertiser running app campaigns on Snapchat. A limited test that began in May has now ended. The tool takes data about what people did after seeing an ad from the brand’s own measuring company, known as a mobile measurement partner, or MMP. It brings that data into Snap’s Ads Manager. More importantly, Snap’s system for choosing who sees an ad can now aim at the results the MMP counts, rather than the results Snap counts itself.

Two partners work with it at the start: AppsFlyer and Adjust. According to PPC Land, Snap is working to add Singular, Kochava and Branch. The tool works at campaign level for App Promotion campaigns. It supports goals such as installing the app, buying something, adding an item to a basket, or signing up. It uses the advertiser’s own time windows and the advertiser’s own definitions of what counts as an action. One warning: the method is fixed when the campaign is created, so changing it means building the campaign again.

Snap’s test results are the sales pitch. One advertiser, a real-money gaming company that was not named, paid 26% less for each new customer than in campaigns aimed at SKAN, Apple’s own system for counting app installs. Mohegan Sun Online Casino, working with AppsFlyer, saw the return from its ad money rise by almost 90%, and the cost of each install fall sharply by the fourth week. Muzz, a marriage app using Adjust, reported 41% more installs and 47% more sign-ups, and paid less for each one. Deblock, a French financial app, and Codeway, a mobile publisher, reported improvements above ten percent.

AppsFlyer says Snap and advertisers now work from the same data

For years app marketers have worked with two sets of numbers. One is the platform’s own count, which its ad system aims at. The other is the count from the measuring company, which marketers use when they decide where the money goes. Bright Park, principal partner development manager at AppsFlyer, said Snap’s system and the advertiser’s measurement now work “from the same data.” That closes a gap that has fed distrust of platform figures since Apple changed its privacy rules and upset the way activity on iPhones was tracked.

Snap is not the only one doing this. Meta lined up its system with MMP time windows in late 2025. TikTok worked with Kochava on counting actions on iPhones as they happen. Reddit added a second count in May. The pattern is the same. Platforms let outside companies decide what counts as a result, in return for advertisers trusting the numbers. Snap has a business reason to move quickly. Its ad revenue grew 9% to 1.28 billion dollars in the second quarter, and chief executive Evan Spiegel has said app and online shopping advertisers are its main source of growth.

Adjust and AppsFlyer users can switch the option on now

Snap says its reports will not match the measuring companies’ own screens exactly, so advertisers should expect small differences rather than identical numbers. The more interesting test is whether the gains reported by a handful of test clients hold up at a larger scale, in areas where the measuring companies have thinner data. People using Adjust and AppsFlyer can switch the option on now. Advertisers using other measuring companies will have to wait until their link is ready.