Snapchat launched its Unified Attribution feature globally, allowing mobile measurement partners like AppsFlyer and Adjust to control campaign bidding directly. This update enables advertisers to use their own data for targeting instead of relying on Snap’s internal metrics.
The initiative aims to improve transparency and efficiency within Snap’s performance advertising business. One early case study reported a 26% reduction in cost per acquisition using the new system.
This strategic shift follows a 19% year-over-year revenue increase for Snap in the second quarter of 2026. The platform intends for the change to reduce wasted ad spend for global marketers.