All Things App Attribution: Inside the iOS Privacy Shift

Apple’s latest privacy updates and SKAN changes are reshaping how marketers track and optimize mobile performance. While accurate attribution is now more complex, it’s not impossible. 

In our recent webinar, All Things App Attribution: The iOS Privacy Shift, Jellyfish partnered with AppsFlyer to share actionable insights on how today’s app marketers can adapt. We covered everything from SKAN 4.0 to MMPs, GA4, and deep linking, equipping brands with the tools they need to future-proof their app measurement strategies.

There were three key learnings we wanted app marketers to take away:

1. Most iOS performance gaps aren’t actually media problems, they’re measurement problems

We unpacked what effective iOS measurement looks like today, and how to improve attribution, incrementality testing, and data accuracy to close those gaps.

2. An omni-channel app strategy is now critical

To truly understand the user journey and optimize media spend, brands need visibility across platforms, channels, and devices — not just in silos.

3. It’s time to build a future-proof iOS tech stack

We explored what roles tools like GA4 and your MMP should actually play in that stack. It’s about setting up the right systems today to stay ahead of tomorrow’s privacy and performance challenges.

Key Takeaways

1. Marketers are navigating an increasingly fragmented digital landscape

Meta, Google, TikTok, influencer campaigns, and web traffic all operate in silos. Layer on privacy changes (SKAN, ATT, GDPR, etc.), and it’s clear: measurement becomes inconsistent, attribution breaks down, and customer journeys become harder to track.

2. Seamless web-to-app transitions are essential

In a world of disconnected touchpoints, seamless web-to-app transitions aren’t a nice-to-have — they’re a must-have. Without them, conversions drop, attribution vanishes, and brand experiences feel disjointed. A connected user journey is the foundation of performance and retention.

3. AppsFlyer’s integrations restore attribution fidelity

In a post-ATT, SKAN-driven world, performance data is only as strong as the infrastructure behind it. AppsFlyer’s advanced integrations with leading platforms like TikTok, Meta, Google, and Snap help marketers cut through attribution noise — resolving data conflicts, restoring signal fidelity, and enabling high-velocity creative testing at scale.

4. AppsFlyer’s OneLink Deep Linking Suite Fixes Broken Journeys

In today’s multi-touch world, every click counts — and every broken link costs you. AppsFlyer’s OneLink bridges the gap between web, email, social, and app by delivering seamless, platform-agnostic journeys that just work. Whether it’s web-to-app, QR-to-app, or email-to-app, OneLink ensures users land in the right place, every time.

With tools like Smart Banners and Smart Scripts that work across all mobile Web, ESPs, and media partners, marketers unlock:

• 30%+ install rates from web-to-app journeys (vs. 5.8% on generic flows)
• 100% reliability across email platforms
• Consistent user experience = higher engagement, lower drop-off

5. Single Source of Truth (SSOT) brings clarity and accuracy to iOS measurement

By unifying SKAN and AppsFlyer attribution data and removing duplicate installs, SSOT delivers a consolidated view of campaign performance — providing your actual number of attributed installs, a more reliable eCPIl, and a more complete understanding of your users’ lifetime value. Marketers can finally trust their data and make smarter decisions, all from one dashboard.

6. GA4 complements it, not replaces, your attribution stack

Used together, GA4 and AppsFlyer provide a connected, privacy-safe view of web + app journeys. You'll get a more holistic view of user behavior.

GA4 provides solid user journey analytics across web and app — but it wasn’t built for marketing attribution. It lacks the ability to:

• Deduplicate media sources (i.e. multiple platforms claiming the same install)
• Attribute across channels for mobile app campaigns
• Optimize ad spend based on true performance.

So while GA4 helps visualize user behavior, it can’t tell you what’s actually driving results. That’s where AppsFlyer fills the gap — offering attribution, media deduplication, and privacy-first insights that GA4 simply can’t deliver on its own.

At Jellyfish, we help brands move faster and smarter with full end-to-end AppsFlyer implementation - from initial setup to ongoing optimization. We work together with our clients to help them get the most value from the platform, while also guiding internal conversations to help build strong business cases and secure buy-in across teams. If you'd like support, we'd love to hear from you.