ads-attribution

# Cross-Platform Attribution Health Audit Attribution decay is the silent revenue killer of 2026 — Consent Mode V2 EEA enforcement (Jul 21, 2025), iOS ATT, SKAdNetwork → AdAttributionKit migration, and the death of third-party cookies have moved every advertiser's attribution signal toward modeled, server-side, first-party data. Misaligned attribution windows or unverified Consent Mode setups will mis-attribute 15-40% of conversions and silently waste budget. ## Process 1. Collect current attribution stack: GA4 property ID, Google Ads conversion actions, Meta CAPI config, Apple Ads / AdAttributionKit registration, MMP dashboard (AppsFlyer / Adjust / Branch / Singular), any sGTM container 2. Read `ads/references/conversion-tracking.md` for the cross-platform tracking baseline 3. Evaluate attribution health per surface (web, iOS app, Android app, server-side) 4. Score each surface PASS / WARNING / FAIL 5. Generate findings report with cross-channel attribution map and remediation plan ## What to Analyze ### iOS Attribution (AdAttributionKit + ATT) - **AdAttributionKit registered** with Apple Ads (post-Apr 10, 2025 cutover); registration creates dual attribution with SKAdNetwork (SKAN v1-3) - **View-through attribution** active — 24h post-impression view window configured on Apple Ads campaigns where applicable - **Configurable attribution windows** (WWDC 2025): per-campaign window customization audited; overlapping re-engagement windows used for subscription / re-acquisition campaigns - **Country code in postbacks** (WWDC 2025): enabled if you need geo attribution detail - **ATT (App Tracking Transparency) opt-in rate** monitored; <30% opt-in means heavy reliance on SKAN/AAK + privacy threshold - **Privacy threshold awareness** — low-volume campaigns may receive null postbacks; campaign consolidation recommended below 1k installs/week ### Web Attribution (GA4 + Google Ads + Meta CAPI) - **GA4 attribution model**: Data-Driven (default for properties with enough data) vs Last-Click — confirm setting is intentional, not residue from a pre-2026 migration - **Google Ads attribution model**: Data-Driven default; per-conversion override allowed but audit any Last-Click overrides for justification - **Cross-channel attribution** in GA4: confirm Google Ads, Meta, LinkedIn, TikTok, Microsoft are integrated as platforms with consent + auto-tagging - **Conversion windows per channel** appropriate to sales cycle: - E-commerce: 7-day click, 1-day view - B2B / lead gen: 30-90 day click, no view - SaaS subscription: 30 day click, 1-day view, plus offline conversion import for the activation event - **Conversion lag analysis** run quarterly to validate window choice ### Consent Mode V2 (EU/EEA + recommended globally) - **Consent Mode V2 active** (enforcement began Jul 21, 2025 for EEA/UK) - **Advanced Mode** (not Basic) — Basic loses ~25% of EEA conversion signal - **700+ ad clicks/day over 7 days per country