{"id":2712,"date":"2025-10-21T14:14:58","date_gmt":"2025-10-21T20:14:58","guid":{"rendered":"https:\/\/www.theasoproject.com\/blog\/?p=2712"},"modified":"2025-10-21T14:14:58","modified_gmt":"2025-10-21T20:14:58","slug":"apple-adservices-pre-order-attribution-update","status":"publish","type":"post","link":"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/","title":{"rendered":"Apple AdServices &#8220;Pre-Order&#8221; Attribution Update"},"content":{"rendered":"<p>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.<\/p>\n<h3>What&#8217;s New in the Update<\/h3>\n<p>The update focuses on pre-order attribution and better privacy handling:<\/p>\n<ul>\n<li><strong>Updated conversion type field:<br \/>\n<\/strong>A new &#8220;preorder&#8221; value lets pre-orders be tracked separately from standard installs or other conversion events.<\/li>\n<li>\n<p data-start=\"1497\" data-end=\"1636\"><strong data-start=\"1497\" data-end=\"1544\">Attribution windows for pre-orders:<\/strong><br data-start=\"1544\" data-end=\"1547\" \/>Apple introduced new timeframes that determine when a pre-order is credited to an ad:<\/p>\n<ul>\n<li>\n<p data-start=\"1497\" data-end=\"1636\">Click-throughs: Pre-orders placed within 30 days of a click are attributed, with a 90-day lookback window.<\/p>\n<\/li>\n<li>\n<p data-start=\"1497\" data-end=\"1636\">View-throughs: Pre-orders placed within 1 day of a view are attributed, with a 61-day lookback window.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li><strong data-start=\"1882\" data-end=\"1907\">Updated ATT handling:<\/strong><br data-start=\"1907\" data-end=\"1910\" \/>When a user changes their ATT preference, Apple generates a new attribution token. This keeps tracking accurate and aligned with the user\u2019s current privacy setting.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2732 size-full\" src=\"https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1280\" srcset=\"https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-scaled.jpg 2560w, https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-300x150.jpg 300w, https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-1024x512.jpg 1024w, https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-768x384.jpg 768w, https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-1536x768.jpg 1536w, https:\/\/www.theasoproject.com\/blog\/wp-content\/uploads\/2025\/10\/Apple-AdServices-Update-In-Article-2048x1024.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<h3>Reliable Pre-Launch Metrics for Developers<\/h3>\n<p data-start=\"1504\" data-end=\"1817\">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\u2019t interfere with attribution, keeping data reliable.<\/p>\n<p data-start=\"1819\" data-end=\"2051\">Adding the new &#8220;preorder&#8221; 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.<\/p>\n<p data-start=\"535\" data-end=\"762\">Ready to optimize pre-launch campaigns with accurate tracking? <a href=\"https:\/\/www.theasoproject.com\/contact?src=bl\">Contact us today to learn how we can help!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8217;s New in [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":2731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,19],"tags":[39,7,267,269],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apple AdServices &quot;Pre-Order&quot; Attribution Update | The ASO Project Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Melisa Hadzic\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/\",\"url\":\"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/\",\"name\":\"Apple AdServices \\\"Pre-Order\\\" Attribution Update | The ASO Project Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.theasoproject.com\/blog\/#website\"},\"datePublished\":\"2025-10-21T20:14:58+00:00\",\"dateModified\":\"2025-10-21T20:14:58+00:00\",\"author\":{\"@id\":\"https:\/\/www.theasoproject.com\/blog\/#\/schema\/person\/c37e93ad4bbd772752cc9e7a910afacf\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.theasoproject.com\/blog\/apple-adservices-pre-order-attribution-update\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.theasoproject.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Apple AdServices &#8220;Pre-Order&#8221; 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