AppStance

The AppStance integration sends Superwall subscription and payment events to the AppStance platform for Apple Ads ROAS optimization. Automatically forward iOS transaction data with Apple Search Ads attribution for campaign performance analysis.

This integration is currently in Beta. Features and behavior may change. If you encounter any issues, please reach out to support.

In the Analytics section within Integrations, you can connect your AppStance account to Superwall.

AppStance (formerly Search Ads Optimization / SAO) is an Apple Ads ROAS optimization platform. This integration automatically forwards iOS subscription lifecycle events along with Apple Search Ads attribution data to AppStance, enabling you to measure and optimize your Apple Ads campaign performance.

Required fields

Fill out the following fields and click the Enable AppStance button at the bottom right to save your changes:

Integration ID: Must be set to appstance.
Anonymous User Behavior: Whether to send or skip events for anonymous users (optional).

Features

Apple Ads ROAS Optimization: Connects subscription revenue to Apple Search Ads campaigns
Automatic ASA Attribution: Forwards Apple Search Ads attribution fields (org, campaign, ad group, keyword, and more)
iOS-Only Filtering: Automatically filters out non-App Store events (Play Store and Stripe events are skipped)
Production-Only: Sandbox events are skipped to keep optimization data clean
No Authentication Required: The AppStance endpoint is public and does not require API keys
Device Identifier Forwarding: Sends IDFV and IDFA when available

Configuration

Optional settings

Field	Description	Example
`anonymous_user_behavior`	Whether to send events for anonymous users	`"send"` or `"dontSend"`

Example configuration

{
  "anonymous_user_behavior": "send"
}

Event mapping

AppStance uses its own event name mapping, which differs from the standard Superwall event mapping used by other integrations.

Superwall Event	Period Type	AppStance Event Name
`initial_purchase`	`TRIAL`	`free_trial`
`initial_purchase`	Any other	`initial_purchase`
`renewal`	Any	`renewal`
`cancellation`	Any	`cancellation`
`billing_issue`	Any	`billing_issue`
`product_change`	Any	`product_change`
`non_renewing_purchase`	Any	`initial_purchase`
`test`	Any	`test`

Event payload

Every event sent to AppStance includes the following fields:

Core fields

Field	Type	Description
`user_id`	string	User identifier (uses `originalAppUserId` or `originalTransactionId`)
`install_timestamp`	number	Timestamp from `purchasedAt`
`country_code`	string	Country code of the user
`store`	string	Always `APP_STORE` (non-iOS events are filtered out)
`event_unique_id`	string	Unique event identifier
`event_name`	string	Mapped event name (see table above)
`event_timestamp`	number	Timestamp of the event
`period_type`	string	Subscription period type
`price_usd`	number	Transaction price in USD
`proceeds_usd`	number	Proceeds after store fees in USD
`is_trial_conversion`	boolean	Whether this event is a trial-to-paid conversion

Revenue fields

Field	Type	Description
`revenue_raw_amount`	number	Price in the original purchased currency
`revenue_raw_currency`	string	Currency code of the original transaction

Transaction fields

Field	Type	Description
`bundle_id`	string	App bundle identifier
`transaction_id`	string	Transaction identifier
`original_transaction_id`	string	Original transaction identifier
`product_id`	string	Product identifier
`new_product_id`	string	New product identifier (for product changes)
`is_small_business`	boolean	Whether the Small Business Program applies
`environment`	string	Transaction environment
`project_id`	string	Superwall project identifier
`application_id`	string	Application identifier (currently null)

Apple Search Ads attribution

AppStance extracts Apple Search Ads (ASA) attribution data from user attributes and includes it in every event payload. This is the core data that powers Apple Ads ROAS optimization.

Field	Description
`asa_org_id`	Apple Search Ads organization ID
`asa_campaign_id`	Campaign identifier
`asa_adgroup_id`	Ad group identifier
`asa_keyword_id`	Keyword identifier
`asa_ad_id`	Ad identifier
`asa_country_or_region`	Country or region for the campaign
`asa_conversion_type`	Conversion type (e.g., Download, Redownload)
`asa_click_date`	Date of the ad click
`asa_claim_type`	Claim type
`asa_impression_date`	Date of the ad impression

For ASA attribution data to be available, ensure your app has the Apple Search Ads integration configured and that the Superwall SDK is collecting attribution data on the client side.

Device identifiers

AppStance includes device identifiers from user attributes when available:

Field	Description
`idfv`	Identifier for Vendor
`idfa`	Identifier for Advertisers (requires ATT consent)

These identifiers are extracted from userAttributes on the event. If your app collects IDFA (after obtaining App Tracking Transparency consent), it will be forwarded automatically.

Sandbox handling

AppStance is a production-only integration. Sandbox events are automatically skipped and are not sent to AppStance. This ensures that test transactions do not affect your ROAS optimization data.

Additionally, only App Store (iOS) events are forwarded. Events originating from Google Play Store or Stripe are filtered out, since AppStance is focused exclusively on Apple Ads optimization.

User identification

The integration identifies users using the following hierarchy:

Primary: originalAppUserId (if available)
Fallback: originalTransactionId (always present)

If anonymous_user_behavior is set to "dontSend", events for users without a resolved identity are skipped.

iOS: Use TestFlight with a sandbox Apple ID. Note that StoreKit Configuration files do not generate App Store Server Notifications, so webhooks and downstream integrations will not fire.
Verify that events appear in your AppStance dashboard.

3. Verify ASA attribution

Confirm that Apple Search Ads attribution fields are populated:

Ensure the Apple Search Ads integration is enabled in Superwall.
Install your app via an Apple Search Ad (or use a test campaign).
Make a purchase and check that asa_campaign_id and related fields are present in AppStance.

Best practices

Enable Apple Search Ads: Ensure the Apple Search Ads integration is configured so that ASA attribution data flows through to AppStance.
Collect IDFA: Request App Tracking Transparency consent to maximize device identifier coverage for attribution matching.
Set User IDs Early: Send originalAppUserId to Superwall as early as possible so that AppStance can consistently identify users across events.
Use Anonymous User Filtering: Set anonymous_user_behavior to "dontSend" if you want to exclude events that lack a resolved user identity.
Monitor Production Data: Since sandbox events are filtered, verify your integration using production transactions or the test event type.

Troubleshooting

Events not appearing in AppStance

Check Platform: Only iOS (App Store) events are sent. Play Store and Stripe events are automatically filtered out.
Check Environment: Sandbox events are skipped. Ensure you are testing with production transactions.
Check Anonymous Users: If anonymous_user_behavior is "dontSend", events for anonymous users are skipped.

Missing ASA attribution data

Check Apple Search Ads Integration: Ensure the Apple Search Ads integration is enabled in Superwall settings.
Check SDK Version: The Superwall SDK must be collecting ASA attribution data on the client side.
Check Timing: There is a delay between app install via a search ad and when Apple sends attribution data. Events that fire before attribution data arrives will have empty ASA fields.

Events not mapping correctly

Check Event Type: Verify the Superwall event name matches one of the supported types in the event mapping table.
Check Period Type: For initial_purchase events, the period type determines whether the event maps to free_trial or initial_purchase.
Non-renewing purchases: These are mapped to initial_purchase in AppStance regardless of period type.