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App configuration and unattributed spend
How spend is placed on your apps, why some lands in Unattributed, and how to map it.
The App configuration page, under Integrations, is the map of your whole workspace, app by app: where each app's revenue and ad spend come from, the identifiers that route spend to it, and the identifiers that route nowhere yet.
The three tabs
- Apps: every app your integrations report, with its revenue and ad spend sources and how its spend was placed (auto-detected or mapped by you).
- Needs configuration: the identifiers we found that are not tied to an app yet, such as a website, a dataset or a campaign name.
- Rules: the mappings you created.
What Unattributed means
- Still in your totals: dashboard Ad Spend, Net and ROAS include it.
- On no app yet: per-app Net and ROAS leave it out until it is placed.
- Never lost or doubled: placing it moves the spend, and it is never counted twice.
Why spend ends up on no app
| Cause | Fix |
|---|---|
| Ads open a website or landing page, so no app is named. | Map the link to its app. |
| The ad set is optimised on a conversion dataset or pixel, not an app. | Map the dataset once. |
| The ad platform knows the app but not its App Store or Play listing. | Pick the store app. |
| No identifier at all: only the campaign name to go on. | Map by campaign name. |
| Ads use an Adjust, AppsFlyer or Branch tracking link that hides the store listing. | Map the link or campaign name. |
| One campaign runs several apps, and its spend cannot be split without guessing. | Split it with a campaign-name rule. |
| The days were synced before they could be placed. | Re-sync the account. |
| The ad platform needs an extra permission to say which app an ad promotes. | Reconnect and grant access. |
How to place it
- 1
Map what we found
On Needs configuration, map each identifier once. Every ad set that uses it follows.
- 2
Attribute a whole account
On an ad account, Attribute to app places its leftover spend on one app.
- 3
Re-sync older days
New rules apply as each day is fetched again, so run a sync to apply them to past days.
Account mappings apply at once
Attributing a whole account to an app takes effect straight away, with no re-sync needed.