Apple AdServices “Pre-Order” Attribution Update

Apple has released an update to AdServices that brings attribution support for pre-order app campaigns. The October 2025 update makes it easier for developers to track activity before an app officially launches. It also improves how attribution tokens respond to App Tracking Transparency (ATT) changes, so user privacy preferences are always respected.

What’s New in the Update

The update focuses on pre-order attribution and better privacy handling:

• Updated conversion type field:
  A new “preorder” value lets pre-orders be tracked separately from standard installs or other conversion events.

• Attribution windows for pre-orders:
  Apple introduced new timeframes that determine when a pre-order is credited to an ad:

  • Click-throughs: Pre-orders placed within 30 days of a click are attributed, with a 90-day lookback window.

  • View-throughs: Pre-orders placed within 1 day of a view are attributed, with a 61-day lookback window.

• Updated ATT handling:
  When a user changes their ATT preference, Apple generates a new attribution token. This keeps tracking accurate and aligned with the user’s current privacy setting.

Reliable Pre-Launch Metrics for Developers

These changes give developers a clearer view of pre-launch activity. Tracking pre-orders separately makes it easier to measure early user engagement and understand which acquisition paths are working. The improved ATT handling ensures privacy updates don’t interfere with attribution, keeping data reliable.

Adding the new “preorder” conversion type into analytics setups ensures that pre-order events are captured alongside standard installs, making reporting more precise and helping guide decisions during pre-launch campaign planning. Developers now have the tools to understand early user behavior and make data-driven adjustments before an app goes live.

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