Apple has linked up with marketing measurement firm Tune to provide a better idea about the difference between new and returning app users.

The partnership is part of a new integration with Apple Search Ads Attribution API, making Tune the first mobile attribution and analytics solution to do so. The API will be integrated into the Tune Marketing Console, enabling marketers to track app installs and optimise ad spend through new measurement capabilities.

The update is said to provide additional transparency into conversions through its highlighting of new app downloads and redownloads, providing a new way for ‘marketers to segment and engage with returning, high intent app customers’.

“Access to this data will enable our customers to measure app redownloads accurately, then tailor marketing efforts to increase customer retention,” said Peter Hamilton, CEO of Tune. “It’s a huge win for marketers who want to create bespoke programs capable of deepening connections with customers.”