Apple Search Ads View-Through Attribution is Coming: What It Means for Advertisers
Apple has announced that view-through attribution (VTA) for Apple Search Ads will be available through the Apple Ads Attribution API by the end of March 2025. According to their latest update, advertisers should start integrating the new claimType field to distinguish whether an install was driven by a view (impression) or a click (tap on an ad).
This update means that Apple will now claim credit for installs that happen after a user simply views an ad, even if they don’t directly interact with it.
Apple’s Attribution Playbook: A Familiar Pattern?
If this sounds familiar, it’s because Apple has followed a similar playbook before. When SKAdNetwork (SKAN) was introduced, it forced all other ad networks into a strict, Apple-controlled attribution system while Apple Search Ads conveniently retained its own measurement approach. This led to frustration across the industry, with many networks struggling to prove their value under Apple’s restrictive rules.
With the rollout of view-through attribution, Apple is once again positioning itself to claim more credit for installs, potentially at the expense of other networks. Advertisers should be asking: How much of my spend on other platforms will now be “credited” to Apple Search Ads?
As Eric Seufert has pointed out, the very idea of precise marketing attribution is becoming outdated, especially when platforms limit data access:
“Given audience overlap and the growing array of channels that don’t support direct response measurement at all, the notion that marketing can be precisely attributed is anachronistic.”
With Apple controlling both the targeting logic and conversion reporting, third-party measurement solutions will struggle to de-duplicate results. This means advertisers will have to trust Apple’s numbers—without a way to verify them independently.
“This was a problem with Apple’s Ad Attribution API prior to the introduction of view-through attribution in Apple Search Ads. It becomes even more acute in light of it.”
In other words, Apple is tightening its grip on attribution, making it harder for advertisers to see the full picture across their marketing mix.
What Should Advertisers Do?
- Update Your Attribution API Integration – If you rely on Apple Ads Attribution API, ensure you integrate the
claimTypefield before the March deadline. - Monitor Your Marketing Mix – With Apple Search Ads set to take credit for more installs, advertisers should closely track shifts in attribution and assess whether their paid efforts are being fairly credited.
- Push for Independent Measurement – Advertisers should continue to advocate for multi-touch attribution (MTA) or incrementality testing to ensure they aren’t over-crediting one channel.
Final Thoughts
Apple’s move to introduce view-through attribution in Apple Search Ads is another step in its walled-garden approach to measurement. While this may help Apple claim more conversions, it adds complexity for marketers trying to understand the true impact of their campaigns.
As we get closer to the launch, advertisers should be prepared to scrutinize their data and ensure Apple isn’t taking credit for conversions driven by other networks.
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