Reddit has launched Dual Attribution in beta, a new measurement solution designed to give app advertisers a clearer view of campaign performance beyond standard last-touch attribution.
The update brings Reddit first-party attribution reporting alongside mobile measurement partner (MMP) and SKAN last-touch reporting in Ads Manager. Reddit said the aim is to help advertisers better understand the role the platform plays across the decision journey.
The launch comes as app advertisers on Reddit increase campaign activity, with install volume up 129 per cent year-on-year from Q1 2025 to Q1 2026.
Why Reddit is expanding app measurement
Reddit said app measurement has become more fragmented as marketers navigate different attribution models and platform signals.
Traditional last-touch attribution often credits only the final interaction before an install. Reddit argues that this can miss earlier stages of discovery, comparison, and validation that occur on the platform.
The company said Dual Attribution will allow advertisers to compare Reddit first-party attribution with third-party attribution reporting in one place. The product is being tested with partners during beta.
Max campaigns move into app beta
Reddit is also expanding Max campaigns for App Ads to beta. Max campaigns are Reddit’s automated campaign type, built to optimise campaign settings for each impression.
Across 16 split tests conducted between January and April 2026, Reddit said Max app campaigns delivered an average 15 per cent reduction in cost per acquisition and a 28 per cent increase in results volume.
Reddit also pointed to results from DocMorris, which saw a 20 per cent lower cost per install and a 73 per cent lower purchase CPA on iOS, according to a Reddit-DocMorris case study using Adjust MMP data.
Jyoti Vaidee, Reddit’s VP of Ads Product, said: “Max campaigns drive stronger performance with less manual work for app advertisers.
“Powered by AI and Community Intelligence™, they improve efficiency through features like automated targeting, smart creative asset rotation, and Top Audience Personas reporting, giving marketers more ways to optimise every impression.”
App Event Optimisation reaches general availability
Reddit has also moved App Event Optimisation into general availability. The tool helps advertisers optimise toward in-app actions such as sign-ups, trial starts or purchases, rather than installs alone.
Reddit said App Event Optimisation uses machine learning on app event signals to reach users more likely to take meaningful in-app actions after downloading.
During beta, Reddit said the product drove an average 22 per cent improvement in CPA. AllTrails recorded a 28 per cent lower Start Trial CPA and a 39 per cent lift in Start Trial conversions, according to Reddit and AllTrails internal data.
Research points to decision-making role
Reddit said its app advertising growth reflects the platform’s role in product discovery and decision-making.
The company cited a January 2025 custom survey via Attest, covering 30,000 monthly social media users aged 18 to 65 across the US, UK, Canada and Australia. Reddit said the research found the platform was the number one channel for informing a brand or product decision.
Reddit also cited Adjust research from January to December 2024, limited to North American advertisers, which found Reddit-driven users tended to spend more time in-app and deliver stronger retention and lifetime value over time.
The updates form part of Reddit’s broader push to position itself as a performance partner for app marketers, combining attribution, automation and optimisation tools inside Ads Manager.