One of the biggest challenges on measuring Apple Search Ads performance is not being able to track in app conversions of LAT on users. To tackle this problem, provides a game changer feature LAT on factor, in other words, LAT on coefficient.

To understand the problem, let’s check what LAT is.

LAT: Limited Ad Tracking. IOS users can opt out of receiving targeted ads. Users may still receive the same number of ads, but the ads may be less relevant to them. Can be turned on or off by the user.

  • When off, Apple Search Ads can pass the IDFA through its Attribution API to 3rd parties (i.e. advertisers, MMPs, etc.). It means, LAT off users’ in-app conversions can be tracked and reported, therefore can be seen on

  • When on, Apple Search Ads do not pass the IDFA through its attribution API to 3rd parties. It means, LAT on users’ in-app conversions cannot be tracked and reported

The percentage of LATon users varies between 20%-50% of all users depending on the app's category and storefront. While making optimization decisions, since LAT on user’s data is not calculated, the real outcome of Apple Search Ads might not be determined easily.

That’s why provides an LAT on coefficient to extrapolate LAT on user’s contribution to in app conversions.

The data coming from your MMP (that represent only LAT off users data) is multiplied with LAT on Factor which presents a better calculation on what the real performance of any ad element is.

How to use it?

In the Campaign or Ad Group Layer, enter your multiplier to the given area. The in-app conversions will be recalculated accordingly.


  • If you make the changes in the campaign layer, all ad groups and keywords under this particular campaign will have the same LAT on factor applied.

  • If you make the changes in the ad group layer, all keywords under this particular ad group will have the same LAT on factor applied. In that case, you will not be able to set an LAT on Factor to the campaign of this ad group.

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