Apple Search Ads finally joins the SKAN party! What you need to know

Summary

Apple Search Ads (ASA) will integrate SKAdNetwork (now AdAttributionKit) starting April 10, 2025, a long-awaited move that aligns ASA with other networks since iOS 14.5. The initial rollout supports SKAN 1-3 and click-through attribution across key placements (Search Results, Search Tab, Today Tab, Product Pages).

For advertisers, this dual-attribution approach offers both granular AdServices API data and unified SKAN metrics, enabling fair cross-channel comparison. However, key implications include: 1) Coverage boost but limited to 24-hour windows, potentially reducing ASA's SKAN-reported conversions, especially for slow-to-convert users. 2) Attribution credit shifts: high-funnel ASA campaigns may lose some credit to lower-funnel channels. 3) Recommendation to review conversion value schemas (with tools like AppsFlyer's Revenue Model). 4) No SKAN 4 support yet, giving media sources that use it a performance edge (48-hour window).

AppsFlyer's Single Source of Truth (SSOT) addresses fragmentation by deterministically deduplicating across systems, merging 24-hour standardized windows with extended in-app event and LTV measurement. Advertisers should prepare for changes in reported ROAS and plan optimization strategies accordingly.