Apple has announced the introduction of view-through attribution capability for Apple Search Ads, marking a significant expansion of its advertising measurement tools.
The new attribution feature will be accessible through the Apple Ads Attribution API by the end of March 2025. This integration will enable advertisers to track app installations that result from ad impressions, not just direct clicks.
Apple has recommended developers implement the "claimType" field ahead of the launch. This field will serve as a key identifier, distinguishing between:
- View-based installations (impressions)
- Click-based installations (direct ad taps)
Industry Impact
This development represents a substantial shift in app advertising metrics. Following the implementation of App Tracking Transparency (ATT), Apple Search Ads has seen increased adoption in app advertisers' budget allocations. The introduction of view-through attribution is expected to further influence this trend, though industry observers note that much of the previous growth may not have represented incremental gains.
The measurement will be conducted through Apple's proprietary attribution system, maintaining their established approach to direct measurement within their advertising ecosystem.
