• by Colin Kirkland , July 18, 2025

In an effort to provide enhanced transparency regarding advertisers’ campaign results on X, the social media network is partnering with AppsFlyer, an app analytics company that has integrated its Advanced Self-Reporting Network (SRN) into X’s revamped Ads platform on iOS. 

AppsFlyer, which already provides measurement solutions for TikTok, Snapchat, and Meta, says that it can now provide brands advertising on X with “full iOS campaign coverage” via the combination of “two complementary methods of attribution.”

“When users make their device IDs available on both the advertisers’ app and on the X app, AppsFlyer uses deterministic attribution through device ID matching, which accounts for approximately 25% of iOS traffic,” the company explains, adding that it also applies “privacy-compliant modeling” for users who don’t share their device IDs.”

AppsFlyer also offers brands Single Source of Truth (SSOT) measurement, which merges deterministic attribution, modeled data, and SKadNetwork (SKAN) attribution into a single measurement layer designed to provide deeper insight into X user traffic. 

According to the company, advertisers using SSOT have seen “effective cost power install (eCPI) drop by an average of 27%” due to improved optimization signals. 

This year, ad spend on X is expected to rise for the first time since Elon Musk’s takeover in 2022. Despite the billionaire owner further politicizing the platform and stoking tensions among major advertisers, Emarketer predicts that X’s global ad revenues will rise by 16.5% year-over-year to $2.26 billion in 2025, following a 51.7% nosedive.