At WWDC 2024, Apple introduced a new ad attribution framework - AdAttributionKit - rather than continuing with the SKAN series. With many developers still struggling with SKAN, they are now faced with learning something new, AGAIN.
We are here to bring you this comprehensive guide on AdAttributionKit. In just 10 minutes, we want to answer the following questions:
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What is AdAttributionKit?
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AdAttributionKit VS SKAN, what's the difference?
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As a developer or an advertiser active in the iOS ecosystem, what should you do now?
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Do you still need an MMP/data analysis platform with AdAttributionKit?
What is AdAttributionKit?
AdAttributionKit is Apple's new attribution framework introduced at the 2024 Worldwide Developers Conference (WWDC). Designed to enhance user privacy while complying with market regulations, it’s particularly suitable for developers advertising within the iOS ecosystem and wanting to track their campaign performance.
According to Apple, AdAttributionKit builds on the established SKAdNetwork framework, offering more features and easier integration.
The framework comprises two parts: App AdAttributionKit and Web AdAttributionKit, for mobile and web respectively. This article will focus on the former, which is more relevant to mobile developers.
How Does AdAttributionKit Differ from SKAN4?
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Support for Third-Party App Store: AdAttributionKit supports attribution for alternative app stores, influencing European mobile users the most. Each install can now be traced back to its source app store using a “market identifier.”
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Support for Re-engagement: AdAttributionKit supports re-engagement attribution. Now the “conversion-type” can distinguish between new installs, reinstalls, and re-engagement. In simple terms, AdAttributionKit can now identify whether a user is downloading an app for the first time, reinstalling it, or returning as an old user. This is crucial for advertisers focused on user retention and re-engagement campaigns.
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Different Ad Creative Types: Unlike SKAN, which does not really differentiate various creative types, AdAttributionKit supports attributing among ad types, including custom click ads, view-through ads (such as videos), and in-app store recommendations, including clickable banners (SKOverlay) and full-screen ads (SKStoreProductViewController)
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New Developer Mode: AdAttributionKit introduces "developer mode" that simplifies the setup and measurement process, requiring no complex configuration, making it more user-friendly. Using real-time data and debug information, this takes debugging to the next level. In this mode, the system removes time randomization and shortens conversion windows, allowing tests to be run quickly and efficiently across all three windows.
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Enhanced Anti-Fraud Capabilities: AdAttributionKit implements stricter anti-fraud measures, such as requiring ads to be displayed in the foreground and prohibiting the use of timers to end impressions prematurely, to enhance the accuracy of ad measurement.
AdAttributionKit is an upgrade to SKAN4. No need to panic — the learning process will not be that hard.
What Should You Do Now?
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Start Integrating AdAttributionKit For advertisers and developers already using SKAN, transitioning to AdAttributionKit is the future, and it’s likely to be a smooth process. The steps are quite similar to SKAN integration, involving SDK configuration, new API integration, thorough testing, and debugging. For detailed procedures, please refer to Apple's official documentation.
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Prepare for a Long-Term Transition Since AdAttributionKit only supports attribution for devices running iOS 17.4 and above, and some (nearly 50%) Apple devices haven't updated to this version, you’ll need to support both AdAttributionKit and SKAN at the same time. Implement parallel frameworks in your code and be prepared for a long-term transition.
Note: No need to worry about data duplications though. Apple has managed to resolve attribution conflicts. If there’s a click, the system merges AdAttributionKit and SKAN click data, prioritizing the last click. If there’s only an impression, the last impression will be attributed.
Do You Still Need an MMP/Data Analysis Platform?
Our answer is a resounding YES, for three main reasons:
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Data integration is very COMPLEX!
While AdAttributionKit is impressive, it doesn’t eliminate the complexities of mixed data from different attribution methods, such as SKAN2, SKAN3, SKAN4, and AdAttributionKit. Handling and integrating these data sets without a well-structured data platform would be extremely labor-intensive and complex.
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You do not only marketing on iOS.
Most developers advertise not only on iOS but also on Android. Cross-platform campaigns require unified data management and analysis to provide a holistic view and deeper insights.
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You need more than attribution data!
Even with AdAttributionKit, developers still need third-party platforms to integrate attribution data and analyze ROAS and user behavior. These platforms provide comprehensive insights necessary for optimizing marketing strategies.
We recommend trying SolarEngine - SolarEngine supports SKAN attribution data and integrates with over 800 global media channels, offering real-time, comprehensive attribution services. Moreover, SolarEngine helps analyze post-acquisition data, such as monetization and user behavior data, providing an overview of marketing and product operation data. SolarEngine also adheres to Apple’s privacy guidelines, ensuring developers' data safety.
AdAttributionKit addresses SKAN's pain points and offers a more advanced attribution framework for advertisers and developers. While there are still some compatibility issues to resolve, its potential is big. We recommend developers and advertisers to learn and adopt it. SolarEngine is confident that we can help developers achieve better marketing performance with this new framework in the near future.
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