{"id":56398,"date":"2025-03-12T08:00:23","date_gmt":"2025-03-12T15:00:23","guid":{"rendered":"https:\/\/www.kochava.com\/?p=56398"},"modified":"2025-03-12T13:43:11","modified_gmt":"2025-03-12T20:43:11","slug":"apple-search-ads-view-through-attribution-mmp","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/apple-search-ads-view-through-attribution-mmp\/","title":{"rendered":"Apple Search Ads VTA Coming to MMPs March 27"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

New view-through attribution (VTA) reporting for ASA in Kochava<\/h2>\r\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”50600″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”75%” max_width_mobile=”default” margin_bottom=”0″][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1741720870768{padding-bottom: 20px !important;}” text_direction=”default”]Running campaigns on Apple Search Ads<\/a>? Get ready for enhanced view-through attribution reporting.\r\n\r\nOn March 27, Apple releases new updates to the AdServices framework that allows mobile measurement partners (MMPs) to retrieve view-through attribution (VTA) data points for enhanced reporting. While Apple introduced VTA metrics for Apple Search Ads (ASA) reporting with its release of Campaign Management API 5<\/a> in May 2024, the latest update brings a new level of granular visibility to view-through attributed conversions. MMPs can now ingest VTA data at the individual conversion level\u2014enabling marketers to further optimize their Apple Search Ads campaigns.\r\n

Active iOS marketers leveraging Apple Search Ads are likely to receive this notification from Apple:<\/strong><\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” class=”screenshot-container” css=”.vc_custom_1741801536736{margin-top: -15px !important;}”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”15px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#e6e6e6″ column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][image_with_animation image_url=”56481″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”5″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1741720907924{padding-top: 20px !important;padding-bottom: 20px !important;}” text_direction=”default”]To date, attribution for Apple Search Ads has been limited to taps (aka clicks) on an ad placement. Only when an iOS user tapped your ad would a subsequent app install (either download or redownload) be attributed. With VTA, Apple can now capture credit for installs that occur within 24 hours of a user simply viewing your ad, even if they don\u2019t tap and engage with it. This creates new attributable scenarios.[\/vc_column_text][image_with_animation image_url=”56406″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text css=”.vc_custom_1741735959696{padding-top: 20px !important;padding-bottom: 20px !important;}” text_direction=”default”]\r\n

Let\u2019s take a competitor keyword campaign, for example. A user may see your search results ad upon typing the name of one of your chief competitors in the App Store, then scroll right past your ad and tap on the organic result for the brand they\u2019re looking for. If within the next 24 hours the same user on the same device revisits the App Store, searches your app, clicks an organic search result, and installs, Apple Search Ads can claim attribution based on the previous impression served under your competitor\u2019s keyword. How much weight marketers wish to place on ASA view-through claims may depend on individual brand strategies and goals.<\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#00165c” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#ffffff” column_shadow=”none” column_border_radius=”15px” column_link_target=”_self” overflow=”visible” advanced_gradient=”radial-gradient(circle at center, rgba(0,71,164,0.286) 10%, rgb(0,22,92) 90%)” width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”advanced” advanced_gradient_display_type=”radial”][vc_column_text css=”” text_direction=”default”]\r\n

Curious about how incremental Apple Search Ads can be?<\/strong><\/h4>\r\nCheck out our recent webinar<\/a> and contact us<\/a> for an in-depth review of your Apple Search Ads strategy.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1741736598586{padding-top: 30px !important;}” text_direction=”default”]\r\n

Next Steps for iOS Marketers Leveraging Kochava<\/h2>\r\nKochava is integrated with the AdServices framework and deploying updates to its Apple Search Ads integration to ingest the new claim type value for impressions once it\u2019s available on March 27. If you\u2019re leveraging the Kochava iOS software development kit (SDK)<\/a>, end-to-end integration with the AdServices framework is built in. If you\u2019re plugged into Kochava via server-to-server integration, you\u2019ll need to make updates to your direct integration with the AdServices framework in order to capture the new claimType flag and syndicate it with payloads you send to the Kochava install notification API. Contact your Client Success Manager or email support@kochava.com<\/a> for guidance.\r\n\r\nView-through attribution data will be available within analytics, reports, and Kochava Query. You can filter specifically to view-through attributed conversions by setting the match type to impression<\/em>.\r\n

VTA On by Default<\/h3>\r\nIf you\u2019re actively running campaigns on Apple Search Ads, VTA is on by default once the change takes effect on March 27. Should you not wish to allow this for your Apple Search Ads campaigns, you can disable view-through attribution within the Kochava Partner Configuration for Apple Search Ads. You\u2019ll have to manage this setting individually across each iOS app. When activating first-time Apple Search Ads integrations on iOS apps in the future, the setting will be auto-on and need to be disabled manually if you wish to block VTA.\r\n

Manufactured Impression Timestamp for VTA on Non-ATT Opt-In Users<\/h3>\r\nApple Search Ads attribution is IDFA-less and works outside of Apple\u2019s privacy-first attribution frameworks SKAdNetwork (SKAN) or AdAttributionKit (AAK). An install on your iOS app is eligible for VTA and click-through\/tap-through attribution regardless of user opt-in status to Apple\u2019s AppTrackingTransparency (ATT) framework<\/a>, as the tracking occurs 100% within Apple\u2019s own first-party ecosystem.\r\n\r\nTo ensure user privacy, Apple Search Ads claim payloads for installs wherein users have not opted in for consent to tracking via the ATT framework will have their impression timestamp redacted. Since attribution processing requires a timestamp, an impression time must be manufactured by Kochava in order to appropriately establish an impression-to-install time for attribution consideration based on your lookback windows. By default, Kochava will manufacture an impression timestamp 23 hours prior to the install. This is a configurable setting that can be adjusted from 23 hours down to 1 minute, and its functionality is identical to the solution Kochava introduced to address click-based claims wherein the click timestamp was removed for non-ATT opt-in users (see prior post<\/a>).[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

The Role of ASA in Your iOS Growth Strategy<\/h2>\r\nApple Search Ads, integrated directly into the App Store, is a privacy-centric advertising medium, making it an attractive go-to option for marketers. The introduction of view-through attribution gives advertisers a clearer picture of the total value Apple Search Ads campaigns provide, especially as the surge in demand for Apple Search Ads continues.\r\n\r\nTo stay in the know on updates just like this one, subscribe to our newsletter<\/a>.\r\n\r\nNot yet using an MMP, but want more granularity in your Apple Search Ads reporting? Contact our team<\/a> for a consultation and demo.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#00165c” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#ffffff” column_shadow=”none” column_border_radius=”15px” column_link_target=”_self” overflow=”visible” advanced_gradient=”radial-gradient(circle at center, rgba(0, 71, 164, 0.256) 10%, rgb(0,22,92) 90%)” width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”advanced” advanced_gradient_display_type=”radial”][vc_column_text css=”” text_direction=”default”]\r\n

Do you need help managing your Apple Search Ads campaigns?<\/h2>\r\nMany iOS marketers find scaling on Apple Search Ads overwhelming\u2014particularly when managing a large volume of keywords across many campaigns, regions, and languages. Search Ads Maven by Kochava is a campaign management and automation platform that integrates with Kochava or any other MMP and enables you to automate bidding strategies, daily budget adjustments, keyword discovery, and other optimization workflows for your Apple Search Ads campaigns. Learn more here<\/a>.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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