Apple Search Ads (ASA) campaigns now included in SKAN

Apple today announced that from April 10, Apple Search Ads (now Apple Ads) will be included in AdAttributionKit, starting with SKAdNetwork (SKAN)—a move to closer align Apple Ads with the same privacy-preserving attribution framework used for third-party networks. Up until now, ASA/Apple Ads has operated independently of SKAN, using its own deterministic attribution methods that did not rely on the Identifier for Advertisers (IDFA), making attribution from the App Store possible regardless of App Tracking Transparency (ATT) consent status.

It will now be possible to run the two attribution methods concurrently, meaning installs driven by Apple Ads will be reported within the SKAN framework and via the AdServices attribution API. Starting with SKAN versions 1-3, click-through attribution will be available across search results, the search tab, the today tab, and product pages, with AdAttributionKit set to be added at a later date.

In its app ad attribution overview documentation, Apple explains: “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. In response, on April 10, 2025, Apple Search Ads will register with AdAttributionKit (beginning with SKAdNetwork versions 1-3), giving developers a more comprehensive and accurate understanding of which channels drive their app conversions”

Since the rollout of iOS 14.5, Adjust has remained at the forefront of all SKAN changes and developments, continually empowering marketers to make data-driven decisions and continue campaign optimization with confidence. Thanks to our industry-leading iOS & SKAN measurement solutions, we’re fully equipped to support the integration of ASA/Apple Ads into SKAdNework, ensuring a seamless experience for clients.

We’ll be providing more details on the upcoming integration next week. Reach out to your Adjust contact person for more information, or request a demo to get started.