Apple finally adds support for SKAdNetwork in Apple Search Ads

In a move the advertising world has been waiting for since iOS 14.5, Apple Search Ads (ASA) has officially joined the SKAdNetwork — now called AdAttributionKit — starting today. This long-anticipated integration aligns ASA with the same attribution standards used across third-party networks, providing developers and marketers a unified lens through which to measure campaign performance across the iOS ecosystem.

Since its inception in 2018, AdAttributionKit has evolved into the backbone of iOS app install attribution, accounting for over 77% of all referral-based conversions to the App Store. Until now, Apple Search Ads stood apart, relying solely on its proprietary AdServices API. But that separation ends today.

By registering Apple Search Ads with AdAttributionKit (initially supporting SKAdNetwork versions 1-3), developers and marketers can now compare ASA campaign performance side-by-side with other ad channels using the same attribution logic. For the first time, ASA data will appear in the same measurement frameworks and dashboards as Meta, Google, TikTok, and other SKAN-enabled networks — finally leveling the playing field.

The rollout includes support for click-through attribution across ASA placements like Search Results, Search Tab, Today Tab, and Product Pages. While SKAN 4 and full AdAttributionKit (AAK) features aren’t part of this first wave, the inclusion of ASA in the SKAN ecosystem still represents a massive shift in iOS marketing attribution.

This change enables a more holistic view of user acquisition and performance marketing strategies. Developers who depend on SKAN’s privacy-safe attribution tools will now gain a clearer picture of how ASA fits into the user journey — especially when compared with other marketing platforms.

However, the transition may introduce some growing pains. For instance, ASA’s traditional measurement windows are longer than SKAN’s 24-hour postback period. As a result, advertisers may notice a dip in attributed conversions when looking solely at SKAN data. This may affect return on ad spend (ROAS) metrics and prompt the need for reevaluating conversion value schemas to better align with SKAN’s stricter rules.