AppsFlyerApple Search Ads finally joins the SKAN party! What you need to know
Apple announced that Apple Search Ads (ASA) will integrate SKAdNetwork (renamed AdAttributionKit) starting April 10, 2025, aligning with other ad networks since iOS 14.5.
The initial rollout supports SKAN versions 1-3 with click-through attribution for placements like Search Results and Today Tab.
This dual-attribution approach retains granular ASA data via Apple's API while enabling fair cross-channel comparisons through unified SKAN metrics.
However, advertisers may see fewer attributed conversions in SKAN due to its 24-hour window versus ASA's longer measurement, potentially impacting ROAS and multi-touch attribution.
Tools like AppsFlyer's Single Source of Truth (SSOT) help merge attribution signals for comprehensive insights, though SKAN 4 support and optimization uses remain pending.
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