iOS install attribution: limits and correct setup
Short answer: On iOS, install attribution is limited by privacy rules. Reliable matches come from click identifiers carried by your own campaign link. Anything else should be reported as unattributed, not guessed.
What is reliable
When a user clicks your link and then installs and opens the app within the attribution window, the click identifier can be matched. This is a deterministic match.
What is not reliable
Matching on IP address, device model or timing alone produces false results and should not be used to credit installs.
Setup checklist
- Use the same campaign link everywhere the ad points.
- Open the app through the deep link so the click identifier reaches the SDK.
- Test with a real install before you launch.