Author: Matt Hyder

Matt Hyder is the Director of Product Marketing at Singular. He's a storyteller, go-to-market strategist, and once upon a time ... an opera singer.

Singular’s app install reporting for Meta iOS campaigns is getting even better

More comprehensive insight on Meta Aggregated Events Measurement with view-through results.

What’s new

Singular has continued working closely with Meta to help provide a more comprehensive view of performance. By leveraging view-through results for Aggregated Events Measurement eligible iOS App Promotion in our attribution waterfall and reporting. Singular is excited to announce the roll-out will begin on October 27th, 2025. 

What is Meta Aggregated Events Measurement?

Meta’s Aggregated Events Measurement is a protocol that allows for measurement of web and app events from people using iOS 14.5+ and later devices. AEM provides near real-time reporting to help make optimization decisions quicker and also more granular reporting insights.

How Singular supports Meta’s AEM

Singular supports AEM measurement through Singular’s Advanced AEM integration.  To enable it, simply check the “Include Advanced AEM Attributions” option is checked in your Meta Partner Configuration within the Singular dashboard.

With this enabled, Meta AEM attributions are factored in and attributed in all your Singular reports, including Singular’s row-level reporting if Meta’s Advanced Mobile Measurement is accepted. iOS apps with Advanced AEM already enabled in Singular will automatically include view-through results starting October 27th, 2025.

Frequently asked questions

Will this update impact my SKAN reporting?

No, this update will not have any impact on your SKAN reporting.

Do I need to select AEM when creating an App Promotion campaign in order to see the updated reporting in Singular?

No, Meta may respond to reporting requests made by Singular on AEM eligible campaigns.

How can I see if my events are eligible for AEM?

To check if your events are AEM eligible please refer to steps in this article

What attribution windows are supported by this update?

Meta will support up to 1 day view-through attribution for install events.

Singular keeps you ready.

This launch again demonstrates the value of having a partner who stays ahead of industry changes. At Singular, we work directly with platforms like Meta to implement new features the moment they go live. This proactive approach allows your team to stay focused on strategy instead of scrambling to catch up.

Learn more

Need additional information?
See our Help Center, contact your Meta representative or reach out to your Singular representative!

Haven’t joined the other top brands that trust Singular with their business?
Book a demo with our team and discover what makes Singular the top rated MMP on G2.

Apple Ads pre-order attribution now live: Singular delivers immediate support

Singular ensures you are ready for every major update from Apple Ads.

TL:DR

  • Apple Ads pre-order attribution is live today
  • Singular provides day-one support
  • Marketers can now connect early demand to ROI insights with privacy-safe measurement

What is Apple Ads pre-order attribution?

Apple Ads has launched pre-order attribution for app campaigns, effective October 15. This important update enables marketers to measure app installs after users see or click on an Apple Ads ad and pre-order it. By capturing user intent before the app is even available, marketers gain an earlier and more accurate view of demand that strengthens ROI analysis and launch planning.

This update reflects Apple’s investment in long-term performance measurement and provides a more complete view of early user engagement in a privacy-centric ecosystem.

How Singular supports Apple Ads pre-order attribution from day one

From launch day, Singular customers have full support for Apple Ads’ pre-order attribution. Our team worked directly with Apple ahead of the release to ensure our platform immediately tracks and reports on these new conversion types.

Singular integrates directly with Apple Ads to provide:

  • Real-time integration into existing reports and workflows
  • Privacy-safe measurement aligned with Apple’s requirements
  • Optimized ROI insights that connect pre-orders to downstream revenue

This means customers can see pre-order attribution data in their Singular dashboards today, with no additional setup required.

Why pre-order attribution matters for different marketers

Pre-orders are one of the strongest early demand signals for go-to-market planning. This data benefits multiple roles:

  • Marketing leaders gain confidence in budget planning and ROI proof
  • Marketing doers can optimize campaigns faster with new intent signals
  • Founders and executives get earlier visibility into predictable launch performance

With pre-order attribution now live, marketers can:

  • Identify campaigns that generate early adoption
  • Connect upper-funnel engagement to actual monetization outcomes
  • Forecast revenue more accurately and plan launch strategies with confidence

For example, a gaming app running a pre-release campaign can see how many users committed to downloading before launch. Marketers can then adjust spend and targeting strategies ahead of time.

Singular ensures this data is not siloed but fully integrated into your reporting and optimization workflows.

Frequently asked questions

How long is Apple Ads’ pre-order attribution window?

Apple supports 90 days for click-through attribution and 61 days for view-through attribution.

How do I see pre-order attribution data in Singular?

Pre-order attribution data is available in your existing Singular dashboards and reports with no additional setup required.

Which app categories benefit most from pre-orders?

Gaming, subscriptions services, and entertainment apps often see the highest impact. Pre-orders help predict launch-day performance and long term use.

Singular keeps you ready for anything and everything.

This launch demonstrates the value of having a partner who stays ahead of industry changes. At Singular, we work directly with major partner platforms to implement new features the moment they go live. This proactive approach allows your team to stay focused on strategy instead of scrambling to catch up.

Get started

Need additional information?
See our Help Center, contact your Apple Ads representative or reach out to your Singular representative!

Haven’t joined the other top brands that trust Singular with their business?
Book a demo with our team and discover what makes Singular the top rated MMP on G2.

Unlock Sharper iOS Measurement with Singular’s X Advanced SAN Integration


More accurate, faster, and deeper insights for X Ads under ATT

Apple’s App Tracking Transparency (ATT) has reshaped iOS advertising, reducing available signals and making campaign performance harder to measure. Marketers are left with less precision, fewer insights, and limited optimization opportunities.

Singular closes this gap with advanced SKAdNetwork attribution and unified measurement, combining multiple data sources into a single source of truth, and the X Advanced SAN integration is part of that solution.

What is X Advanced SAN?

Singular’s X Advanced SAN integration connects directly with X Ads to deliver a sharper view of performance. With this upgrade, marketers can:

  • Trust accuracy: Stronger recognition of X Ads conversions so you can optimize with confidence
  • Move faster: Quicker reporting and attribution cycles that shorten the path to insight
  • Unlock more depth: Additional data points for granular analysis that reveal what drives results

Singular fully supports the X Advanced SAN, giving you more complete cross-channel visibility and cohort-based reporting inside your account.

For users who share their IDFA, reporting continues as before. For users who opt out, attribution remains privacy-compliant while still delivering meaningful insights.

Why It Matters

X Advanced SAN means:

  • More accurate measurement of campaign outcomes
  • Faster optimization opportunities across channels
  • Richer insights that lead to smarter decisions

Advertisers already using advanced SAN integrations see higher conversion rates and improved cost efficiency due to more reliable touchpoint capture.

Measurement in a Privacy-First World

Life without widespread IDFA access has challenged marketers everywhere. The X Advanced SAN, combined with Singular’s Unified Measurement, restores clarity by connecting fragmented data into a unified view. This empowers you to optimize campaigns with confidence while staying fully aligned with privacy standards.

Get started

Singular + Xsolla: Unlock full-funnel ROI across mobile & web

Game developers are scaling beyond the app store — but fragmented data has been holding them back. That ends today.

Singular has officially partnered with Xsolla, the global video game commerce platform, to launch a new Server-to-Server (S2S) integration that brings mobile and web revenue together in a single, unified view.

If you’ve launched a Web Shop, you know how powerful it can be for monetization—but tracking ROI? That’s been a challenge — until now.

Why it matters

As mobile-first publishers embrace direct-to-consumer Web Shops, one key issue has remained unsolved:
How do you connect mobile UA campaigns to purchases that happen on the web?

With this integration, Singular and Xsolla eliminate that blind spot — giving growth teams the clarity they need to optimize campaigns and scale revenue confidently across both app and web.

With more than 600 mobile Web Shops launched, we know developers want clarity into how web monetization impacts growth,” said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla. “Together with Singular, we’re making that visibility not just possible — but seamless.”
Berkley Egenes
Chief Marketing & Growth Officer, Xsolla

How it works

With the Singular S2S integration for Xsolla Web Shops, you can:

  • Track Web Shop purchases as attributed events
  • Map your events back to install or re-engagement sources
  • View cross-platform ROAS and LTV in a single dashboard
Our mission has always been to make complex data actionable. This partnership gives mobile-first developers the visibility they need to scale revenue confidently across both app and web.”
Gadi Eliashiv
CEO & Co-Founder, Singular

A smarter stack for cross-platform growth

Your Web Shop is working. Your UA is working. Now it’s time to bring them together — and maximize return across every platform. Here is what it means for growth and monetization teams:

  • Full-funnel attribution for all purchases — mobile or web
  • True ROAS and LTV analytics across every touchpoint
  • Real-time unification, no engineering required

Singular + Xsolla gives you a single source of truth across platforms, partners, and payment methods.

Get started

Introducing Creative IQ: AI-powered insights for unstoppable creative growth

Today’s mobile marketers know that creatives aren’t just part of the equation; it is the equation. As traditional targeting methods decline due to privacy and data limitations, creative optimization is one of the last levers left to marketers to maximize results. With your users seeing thousands of ads every year, optimizing your ad creatives stands out as a critical strategy to capture attention and drive conversions in a saturated mobile market. Winning or losing is a matter of milliseconds, so understanding and optimizing your creative performance is the fastest path to smarter growth.

That’s why we’re thrilled to introduce Creative IQ, Singular’s advanced creative optimization solution to maximize your creative strategy performance like never before. Stop guessing, and start scaling.

Smarter Insights, Faster Growth

Creative IQ empowers marketing and creative teams with the granular, visual, and actionable insights they need to make every creative count. No more spreadsheets, no more guessing games. Just clear, powerful intelligence to drive better decisions, faster optimizations, and unstoppable growth. Here’s what you can unlock with Creative IQ…

Creative Gallery
Visual side-by-side reporting

Creative Gallery: visual side-by-side reporting

 

With Creative IQ’s Creative Gallery, instantly take action on your top-performing creatives without the data wrangling. Easy to use card-style gallery views put thumbnails, video, and playables side-by-side with ROI metrics, so teams spot winners (and losers) at a glance.

Creative Gallery - dimensions dropdown

 

AI tagging
Automatically categorize and identify all your creative assets

Powered by 17 out-of-the-box AI tags. Find the perfect mix of what elements resonate and drive the most engagement and conversion. Create freely. Tag effortlessly, so you can focus on telling the brand story, and spend more time scaling what works. No more messy naming conventions or manual work required.

Creative IQ - AI Tagging UI

 

Creative Explore
Full-funnel ROI insights

Tie creative performance not just to installs, but to real revenue outcomes like subscriptions, purchases, and lifetime value: across all the platforms and channels your users engage with.

 

Custom dimensions
Your creative performance, your way

Slice and dice your creative data by theme, audience, format, or any custom tag you define.

Creative clustering
Automatic creative grouping

Quickly assess creative performance by automatically grouping similar assets, even if they differ slightly in copy or design. Near-duplicate ads are auto-grouped under one Singular Media ID, giving you a single source of creative truth and cleaner BI exports. No noise, just clear patterns.

Built for cross-functional collaboration

Creative IQ isn’t just a tool for UA managers. We’ve designed it to bridge the gap between performance marketing and creative teams. Whether you’re optimizing ad spend or designing the next big concept, Creative IQ delivers the unified data and intuitive views your team needs to move faster together.

  • UA teams get ROI-driven performance data, strategic insights, and campaign-level reporting.
  • Creative teams get a visual-first interface with context on what’s working — and why — to inspire their next big idea.

It’s already simplifying our workflows, and the workflows of other teams as well. This makes it really valuable.

Maurice Emond
Senior User Acquisition & Performance Marketing Manager, East Side Games

 

Why Creative IQ? Because creative wins are growth wins

In mobile marketing, creative strategy isn’t static; it’s alive and constantly evolving. It evolves with your audience, your market, and your brand. Creative IQ is your advantage in navigating that complexity, surfacing what matters, and driving continuous, creative-led growth.

Competitors offer partial solutions. Singular’s Creative IQ provides a complete, scalable platform for creative optimization excellence:

► Unified
► Visual
► Built for the future of performance marketing.

Ready to see Creative IQ in action?

Already a Singular customer, reach out to your sales representative to see Creative IQ. Not a Singular customer yet? Request a demo today and discover how smarter creative insights can drive bigger results for your brand.

Google’s Integrated Conversion Measurement opens a new chapter for mobile

Tighter privacy rules and disappearing device IDs have already rewritten mobile measurement. Google’s Integrated Conversion Measurement (ICM) pushes that transformation into overdrive. At Singular, we see Integrated Conversion Measurement as both evidence and catalyst of a broader reality: ID‑level attribution is giving way to privacy‑first, modeled measurement. Marketers who adapt now will compound learning and growth while everyone else plays catch‑up.

What is Google’s Integrated Conversion Measurement?

Integrated Conversion Measurement provides more real-time, comprehensive, and accurate attribution for your Google App campaigns in your third-party App Attribution Partner interfaces. It incorporates innovative technologies, such as on-device conversion measurement using event data, to improve measurement accuracy, all without compromising user privacy. The result is event‑level insight even when user‑level identifiers are missing.

It covers:

  • iOS 14.5+ users who declined App Tracking Transparency (ATT).
  • Android users in the European Economic Area (EEA).

Because Integrated Conversion Measurement feeds data through Google Ads directly into Mobile Measurement Partners (MMPs), you can surface richer conversion details without ripping up your stack.

Why Integrated Conversion Measurement deserves your attention

  1. Wider Device Coverage
    Integrated Conversion Measurement injects fresh event‑level signals from both Android and iOS where data used to be dark.
  2. Privacy‑First On-Device-Measurement
    Signals stay on‑device until aggregated, so you gain accuracy while upholding platform and regulatory standards.
  3. Fast Enablement
    If you’re already integrated with an Integrated Conversion Measurement‑ready MMP (that’s us), turning it on takes minutes…not months.

Singular and Integrated Conversion Measurement

Integrated Conversion Measurement will be available directly in your Singular dashboard.

Our advanced data analytics and optimization will feed Integrated Conversion Measurement signals into probabilistic and cross-device attribution, giving you even more granular insight and reporting; letting marketing teams act while competitors still refresh dashboards.

In June 2025, Integrated Conversion Measurement will be available directly in your Singular dashboard on iOS and Android.

To enable on iOS:

  • Implement on-device conversion measurement using event data, available June 2025 via the Google Analytics for Firebase iOS SDK v11.14.0+, or GoogleAdsOnDeviceConversion SDK (available via CocoaPods or Swift Package Manager).
  • Update to Singular iOS SDK version 12.8.1 or later.
  • Ensure the “Include Integrated Conversion Measurement Attributions” option is enabled in the Singular partner configuration for Google Ads (available June 2025).

To enable on Android:

  • Ensure the “Include Integrated Conversion Measurement Attributions” option is enabled in the Singular partner configuration for Google Ads (available June 2025).

Closing thoughts

Perfect data is a myth, but responsive, privacy‑aligned insight is a competitive moat. Google’s Integrated Conversion Measurement proves that attribution isn’t disappearing, it’s evolving.

With Singular, you can harness every new signal, optimize faster, and keep winning as the measurement chapter turns. Get in touch with a Singular representative to learn more about Integrated Conversion Measurement, and how Singular can deliver you smarter insights and faster growth.

Snapchat Advanced SAN: what you need to know

Snapchat Advanced SAN is here.

Gaining insight into your true ROI can be difficult, but not with Singular. Singular enables you to get the most granular and vital performance insights from every data source you use for significantly higher accuracy than available anywhere else — so you always get smarter insights for faster growth.

And Snapchat is part of that.

Snapchat Advanced SAN

As of this morning, Singular has released the Snapchat Advanced SAN integration.

A SAN, or self-attributing network, is an ad network that does advertising via its own platform. SANs are both ad networks and publishers, and are able to report their own conversions on their platforms internally. Singular confirms the conversion data from a SAN using a dedicated API and adds that to our own internal attribution waterfall to assign attribution.  

Advanced SAN capability adds additional measurement capabilities to enhance data richness in response to signal loss from changing privacy frameworks like ATT, without sacrificing user privacy choices. 

About Singular’s Snapchat Advanced SAN integration

Singular’s Snapchat Advanced SAN integration offers better visibility into Snapchat’s true contribution to app performance campaign outcomes, providing more accurate conversion recognition and reporting.

Our integration with Snapchat combines the strengths of privacy-first attribution with the detailed insights marketers need:

Smarter insights 

This integration provides near real-time insights, allowing for more agile campaign optimization compared to SKAN’s delayed postbacks.

Faster growth

Enhanced data granularity: While respecting user privacy, our integration offers more detailed attribution data for Snapchat, enabling marketers to make more informed decisions about their user acquisition strategies.

Privacy-centric design

Built with a strong focus on user privacy, the new, deeper integration maintains compliance with current regulations and industry best practices.

Under the Snapchat Advanced SAN integration framework, users with IDFAs will still be reported the same way as they always have been, while ad measurement insights for users who decline to be tracked will be measured in a privacy-compliant way.

Questions about Snapchat Advanced SAN?

If you have any questions about the Snapchat Advanced SAN integration, don’t hesitate to reach out to your Singular representative.

Not already a client? Get in contact with us today to learn about how Singular delivers you smarter insights for faster growth.

Mobile advertising analytics: 3 key trends shaping measurement

Mobile advertising analytics is evolving at an unprecedented pace, driven by shifting privacy regulations, platform updates, and changing consumer behaviors. As traditional measurement approaches face growing limitations, marketers are increasingly adopting innovative strategies to ensure accurate performance insights.

Here are 3 critical trends reshaping mobile marketing analytics.

For each, Singular’s advanced data capabilities are at the forefront of developing and testing solutions around these big trends to enable our clients to thrive in this new era.

1. Incrementality: seeing the impact of every touch

Incrementality measurement has gained traction as marketers seek deeper insights into campaign effectiveness. This method isolates the impact of paid media by comparing exposed and unexposed user groups, enabling advertisers to determine which conversions were directly driven by marketing activities.

Incrementality testing often employs control groups or geographic-based testing to quantify true marketing lift. By excluding natural or organic conversions, marketers can make data-backed decisions and optimize their budget allocation more effectively.

This mobile advertising analytics approach is especially powerful in the wake of user privacy changes, as it does not rely heavily on user-level tracking. Instead, incrementality focuses on overall performance outcomes, making it a flexible and privacy-compliant method for gauging marketing success.

2. On-device measurement: precision without compromising privacy

With privacy frameworks like Apple’s App Tracking Transparency (ATT) and in the near future, Google’s Android Privacy Sandbox restricting traditional tracking methods, device ID agnostic measurement methods like on-device measurement are emerging as a powerful solution. This mobile advertising analytics method processes and attributes conversion data directly on the user’s device, ensuring sensitive data remains localized.

Several solutions are currently on the market and others are being explored around this methodology:

Pre-install
In pre-install campaigns, app owners collaborate with original device manufacturers (OEMs), to have their apps pre-installed on devices before they hit the market.

These campaigns can also involve third-party media partners who facilitate partnerships with multiple manufacturers, streamlining the process for app owners.

Meta
Meta introduced a privacy-safe way to get back user-level click-through and user-level view-through attribution on Android for ads on Facebook or Instagram, using the Meta Install Referrer.

This significantly expanded the measurement possibilities already available via Google Play Install Referrer. Meta saves the campaign metadata to local on-device storage in the Facebook or Instagram app, wherever the ad was shown. For the first time in years, Android app advertisers got view-through attribution back on Meta, providing additional details and data to build up a more accurate picture of the results of their campaigns.

Google
According to Google, its on-device conversion measurement solution is “designed to enhance conversion observability for iOS App campaigns while maintaining user privacy.” This method empowers marketers to assess campaign performance accurately without compromising data security.

In addition, Google Analytics 4 has introduced enhanced on-device measurement capabilities, providing marketers with improved insights while aligning with privacy-first practices.

3. Modeled attribution: filling the gaps left by privacy restrictions

Modeled attribution has become increasingly important as privacy regulations and platform updates restrict direct user behavior tracking. This method leverages machine learning and statistical models to predict and assign credit to touchpoints along the customer journey.

By analyzing observable patterns and aggregated data, modeled attribution estimates conversion paths even when deterministic tracking is unavailable. For example, when a user interacts with multiple channels but cannot be tracked directly, modeled attribution can assign probabilistic credit to each touchpoint.

This mobile advertising analytics method offers mobile marketers a scalable way to improve measurement accuracy in environments where user-level identifiers are limited or unavailable. It is especially useful in in-app environments heavily impacted by signal loss from privacy frameworks.

Be a part of the mobile advertising analytics future with Singular

Singular is at the forefront of mobile advertising analytics topics in the mobile marketing space, constantly innovating and adopting the most important industry trends.

As a certified MMP partner with all the major partner networks, Singular is a member of programs dedicated to testing and implementing these new technologies.

By adopting these forward-looking measurement strategies with Singular, marketers can achieve faster growth with smarter insights—while staying compliant with evolving privacy regulations.

Want to know more about how Singular is innovating on these topics?

Reach out to your Singular representative or get in touch with us today!

Apple Search Ads adds View-Through Attribution — Singular is ready

Apple has announced that View-Through Attribution (VTA) support for Apple Search Ads (ASA) will launch on March 27, 2025—and Singular is fully prepared to support this new feature from day one.

This update means Apple will begin sending deterministic view-through attribution claims to Singular, which will attribute them according to our robust attribution methodology. In simple terms, if a view-through impression is the winning attribution, Apple Search Ads could now be credited as the source of the user engagement.

What is View-Through Attribution?

View-Through Attribution allows marketers to track and credit app installs that happen after a user has been exposed to an Apple Search Ad—even if they don’t immediately click on it.

This unlocks a deeper understanding of how Apple Search Ads influence app installs, giving marketers a more complete picture of campaign performance.

Previously, Apple Search Ads only supported Click-Through Attribution while offering view-through impression metrics. With this update, Apple will now fully support VTA alongside Click-Through Attribution.

What this means for Singular customers

Singular is ready to support Apple Search Ads View-Through Attribution from day one. 

Singular view-through attribution for existing Apple Search Ads campaigns will be opt-out by default starting March 27. Any new Apple Search Ads “Partner Configurations” for iOS apps will also have VTA disabled by default, so be sure to review the opt-in setting prior to saving the “Partner Configuration”.

If you’d prefer to enable VTA for your existing Apple Search Ads campaigns prior to the 27th, you can do so directly in the “Partner Configuration” for ASA in the Singular platform later this week.

If you opt into View-Through ASA Attribution, Singular will attribute eligible installs according to our trusted attribution methodology, ensuring accuracy and actionable insights.

Get ready for ASA View-Through Attribution

If you’d like to learn more about View-Through Attribution for Apple Search Ads, how it works, and how Singular can help you maximize its impact, feel free to reach out to your customer success manager or book a demo.

We’d love to chat through your options and help you make the most of this update.

Key takeaways:

  • Apple is launching View-Through Attribution (VTA) for Apple Search Ads on March 27, 2025
  • Singular will fully support VTA for Apple Search Ads from day 1
  • VTA for Apple Search Ads will be opt-out by default
  • You will be able to opt-in to VTA for Apple Search Ads in the Singular Platform at any time