Apple Search Ads to adopt AdAttributionKit for unified app attribution

Since its introduction in 2018, AdAttributionKit (formerly known as SKAdNetwork) has established itself as a critical component of the mobile advertising ecosystem, covering 77% of all referral-based conversions to the App Store. On April 10, 2025, just 4 days ago, Apple announced that Apple Search Ads will register with AdAttributionKit, beginning with SKAdNetwork versions 1-3, marking a significant shift in how mobile marketers will measure and attribute app conversions.

This development addresses longstanding requests from app developers seeking to evaluate Apple Search Ads alongside third-party advertising networks in a consolidated attribution framework, effectively eliminating the issue of duplicate conversion reporting that has complicated campaign measurement for years.

AdAttributionKit has become the industry standard for tracking app download attribution while maintaining user privacy. The system contains records for all app conversions from the Apple App Store, providing developers visibility across multiple marketing channels to understand which ads drive desired outcomes like app installations and subsequent user actions.

According to Apple's official announcement, "As adoption of AdAttributionKit has grown, more and more developers have asked that their Apple Search Ads campaigns be included in AdAttributionKit so they can assess these ads alongside their app ads from third-party networks."

Previously, Apple Search Ads campaigns were tracked separately through the AdServices API, creating a disjointed measurement ecosystem where last-click attributions might be counted twice in different systems.

Technical details of the integration

Starting April 10, Apple Search Ads has begun registering with SKAdNetwork versions 1.0, 2.0, and 3.0. This integration means app advertisers will no longer need to manage two different attribution methods, eliminating duplicate conversion reporting.

The technical implementation maintains consistency with existing AdAttributionKit practices:

1. The same attribution logic used across other AdAttributionKit-registered ad platforms will apply to Apple Search Ads.
2. Apple will continue to maintain the AdServices API alongside AdAttributionKit, as it "provides additional information for developers to optimize the campaigns they're running on the App Store" while respecting user privacy.
3. Initially, only click-through attribution will be available, with view-through attribution potentially coming at a later date.

Lucas Moscon, Mobile App Growth specialist, commented on LinkedIn about this development: "Even Apple recognizes that the current API (AdServices) lacks the complete marketing picture: 'AdAttributionKit provides the official last-click amongst registered ad platforms.'"

Privacy remains central to attribution approach

Privacy considerations remain paramount in this integration. AdAttributionKit incorporates several privacy-protecting mechanisms, including:

• Crowd anonymity thresholds
• Limits on the amount and type of information shared back with advertisers
• Data minimization principles

Apple's statement emphasizes that its attribution solutions are designed to "provide critical attribution information, while still ensuring user privacy is protected."

The company reaffirmed its commitment that Apple Search Ads "adheres to the same fundamental privacy principles that underpin all our products and services, which include transparency and control, data minimization, on-device intelligence, and data security."

Potential market impact

The integration has significant implications for the mobile marketing ecosystem:

1. Unified measurement: Developers can now evaluate Apple Search Ads campaigns side-by-side with other advertising channels that are registered with AdAttributionKit.
2. Elimination of duplicate conversions: The previous dual-system approach sometimes resulted in the same conversion being counted twice—once in AdServices and once in AdAttributionKit.
3. Potential attribution shifts: Some industry observers have noted potential competitive dynamics. According to Moscon, "ASA could start 'stealing' last-touch conversions from third-party ad networks, bringing a new problem to the ecosystem. To avoid this, you must review your ASA branding campaigns to avoid any potential overlap."

Thomas Petit, an app growth specialist, noted additional considerations on LinkedIn: "Curious to see how things will pan out once view-through gets enabled. In many cases, ASA will get the last click but not the first impression..."

This observation highlights the ongoing evolution of attribution models in the mobile ecosystem and suggests that additional refinements may be necessary as the integration matures.

Chaitanya Bailey, responding to the announcement, commented: "ASA pulling last-touch conversions...that's going to shake things up. If it starts overlapping with third-party networks, I'd definitely be re-checking campaign setups. Feels like a good time for a deep dive into attribution models."

Why this matters for marketers

This integration represents a significant advancement for mobile measurement accuracy and operational efficiency for several reasons:

1. Streamlined reporting: Marketing teams can now consolidate their attribution data in a single framework, eliminating the need to reconcile metrics from separate systems.
2. More accurate ROAS calculations: With unified attribution, return on ad spend calculations will be more accurate, preventing double-counting of conversions.
3. Fairer attribution comparison: Apple Search Ads and third-party networks will now compete on a level playing field with consistent attribution logic.
4. Simplified tech stack: Mobile measurement partners (MMPs) can streamline their integration with a single source of attribution truth.

Pressure from regulatory bodies may have contributed to Apple's decision. Moscon noted in his LinkedIn post, "Some people will say Apple cares about its customers, but I would thank the French antitrust regulators for fining them $150M."

This reference relates to a significant regulatory development. On March 30, 2025, just days before the AdAttributionKit announcement, the French Competition Authority (Autorité de la concurrence) imposed a €150 million fine on Apple for abusing its dominant position through its implementation of the App Tracking Transparency (ATT) framework between April 2021 and July 2023.

The French regulator determined that Apple's ATT implementation created "unnecessary complexity for users and unfairly disadvantaged smaller application publishers." Specifically, the regulator identified issues with asymmetric consent mechanics, where "users only need to refuse tracking once, [but] they must confirm their consent twice if they wish to allow tracking."

The timing of Apple's AdAttributionKit integration announcement, coming just eleven days after this major regulatory penalty, suggests the company may be taking steps to address concerns about preferential treatment of its own advertising services and the competitive disadvantages faced by smaller publishers in the mobile ecosystem.

Future developments

Apple has indicated that the current integration is just the beginning, with additional capabilities potentially coming in the future:

1. The company mentions that Apple Search Ads "will be integrating with SKAdNetwork API versions 1-3, and at a later date with the AdAttributionKit API."
2. View-through attribution remains a significant gap in the current implementation, which several industry commentators have highlighted as an area for future development.
3. Mobile measurement providers will likely update their platforms to take full advantage of this unified attribution approach.

For mobile marketers, this development represents a significant evolution in measurement capabilities, though it will require careful campaign management to navigate potential attribution shifts between advertising networks.

Timeline of Apple's attribution and regulatory developments

• April 26, 2021: Apple launches the App Tracking Transparency (ATT) framework with iOS 14.5
• 2018: Introduction of SKAdNetwork (now called AdAttributionKit)
• Prior to 2025: Apple Search Ads attribution handled separately through AdServices API
• March 30, 2025: French Competition Authority imposes €150 million fine on Apple for ATT implementation
• April 10, 2025: Apple announces Apple Search Ads will register with AdAttributionKit
• April 2025 onward: Apple Search Ads begins sending SKAdNetwork postbacks (versions 1-3) to advertisers