Apple has announced a new enhancement to its Apple Search Ads platform: starting March 27, 2025, view-through attribution will be available through the Apple Ads Attribution API. This update allows advertisers to measure app installations resulting not only from ad taps but also from ad impressions, providing a more comprehensive understanding of campaign performance.
Understanding View-Through Attribution
Traditionally, attribution in Apple Search Ads has been limited to tap-through metrics, meaning app installs were credited only when a user tapped on an ad and subsequently downloaded the app. With the introduction of view-through attribution, advertisers can now attribute installs to users who viewed an ad but did not directly tap on it before installing the app. This feature offers deeper insights into the effectiveness of ad impressions and their role in influencing user acquisition.
claimType Definiti
To support this new feature, Apple is introducing a static field called claimType in the attribution payload. This field will indicate whether an app installation resulted from a view-through or tap-through interaction, enabling advertisers to distinguish between the two types of attributions. Below are the key definitions and notes from Apple’s documentation:
- For view-through attribution, claimType will have a value of Impression to indicate users who viewed an ad in a corresponding Apple Search Ads campaign but didn’t tap on it, within 24 hours of an ad view.
- For tap-through attribution, claimType attribute will have a value of Click, specifying that the user tapped on an ad.
- The tap-through attribution window is 30 days and tap-through attribution is prioritized over view-through attribution.
- Note, for view-through attribution campaigns with age and gender targeting criteria are not supported in payloads.
Benefits for Advertisers
The addition of view-through attribution empowers advertisers with a more holistic view of their campaigns to determine the reach of their campaigns and how they may influence users who download outside of the ad itself.
- Enhanced Performance Metrics: Understanding the impact of ad impressions on user behavior allows for more accurate measurement of campaign effectiveness.
- Optimized Budget Allocation: By identifying which ads generate installs through impressions, advertisers can allocate budgets more efficiently, focusing on strategies that yield the highest return on investment.
- Improved Creative Strategies: Insights into view-through data can inform creative decisions, helping advertisers design ads that capture attention and drive conversions, even without direct interaction.
Preparing for the Update
To leverage view-through attribution, advertisers and developers should:
- Update SDKs and APIs: Ensure that apps are integrated with the latest version of the Apple Ads Attribution API to support the new claimType field.
- Review Attribution Models: Adjust existing attribution models to incorporate view-through data, providing a more comprehensive analysis of user acquisition channels.
- Educate Marketing Teams: Inform marketing and analytics teams about the upcoming changes to fully utilize the enhanced attribution capabilities in campaign assessments.
This development underscores Apple’s commitment to providing advertisers with robust tools to measure and optimize their advertising efforts. By embracing view-through attribution, advertisers can gain deeper insights into user engagement and refine their strategies for greater success.
Leverage View-Through Attribution for Better ASO Insights
Apple’s new view-through attribution for Search Ads is another welcomed improvement within the Apple Search Ads ecosystem. By tapping into this expanded attribution model, you can optimize your campaigns with more accurate performance data.
The ASO Project specializes in data-driven ASO and paid acquisition strategies to help you get the most out of your campaigns. Contact us today to learn how we can help you take maximize your Apple Search Ads efforts!
