AdAttributionKit adoption expected at a later date
Apple Search Ads makes its debut April 10 on the SKAdNetwork (SKAN) stage—joining other publishers and ad networks that have registered to work with Apple’s privacy-first measurement framework.
Apple recently sent communications to Apple Search Ads customers informing them of the change
SKAN experienced a major adoption upswing in April 2021, when the release of iOS 14.5 saw the rollout of Apple’s App Tracking Transparency (ATT) framework that put the IDFA behind an opt-in wall. Now, for the first time since SKAN’s launch, iOS marketers can have their Apple Search Ads campaign activity deduplicated against other acquisition campaigns they’re running over SKAN.
What Marketers Need to Know
1. ASA Registered as an Ad Network With SKAN
Effective April 10, Apple Search Ads (ASA) is registered with SKAN as an ad network and begins signing ads with SKAN signatures.
2. SKAN Version Support Limitations
At the outset, Apple Search Ads will support only SKAN versions 1.0, 2.0, and 3.0. Timing for ASA registration with SKAN 4.0 or AdAttributionKit (AAK) has not yet been disclosed.
3. Click-Through Attribution Only
ASA view-through attribution is not available over SKAN. Only taps are reported. This means that only installs or redownloads attributed to a tap/click are included in SKAN.
4. SKAN Campaign ID Mapping
For campaign ID mapping, Apple Search Ads is using the following numbering corresponding to the different placement types:
- Search Results: 10
- Search Tab: 20
- Today Tab: 30
- Product Pages: 40
5. ASA Data in Kochava
ASA reporting continues to function fully through the AdServices framework—providing granular, real-time attribution for your ASA campaigns. The data can be visualized in the analytics dashboard, accessed via Kochava Query, or downloaded from the reports module. (See our recent blog about the launch of ASA view-through attribution with Kochava here.)
At this time, Apple does not support forwarding of SKAN install validation postbacks to mobile measurement partners (MMPs) or provide an API for MMPs to pull SKAN conversion data. As a result, ASA campaign data will not surface in Kochava SKAN reports or the SKAdNetwork Insights dashboard within Kochava analytics. If you’re using SKAN to measure campaigns with other partners, you may observe fluctuations in reported SKAN conversions as ASA may be credited for conversions that would have previously been attributed to other SKAN-registered ad networks.
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Is SKAN Integration Required for ASA?
No, you’re not required to integrate your iOS app with SKAN in order to continue running campaigns on Apple Search Ads. The AdServices framework will continue to function—meaning that you can measure ASA campaigns outside of the SKAN framework.
Supporting You on ASA & SKAN
As you navigate Apple Search Ads and SKAdNetwork (or AdAttributionKit), our team is here to help. If you have questions about your ASA campaigns, SKAdNetwork configuration, or overall iOS app marketing strategy, contact your Client Success Manager or email support@kochava.com.
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