Roman Garbar
March 26, 2025
On March 27th 2025, Apple Search Ads will introduce an option for all mobile measurement partners (MMPs) to include view-through attribution in their reports, alongside the existing click-through attribution. With this change, users can be attributed to Apple Search Ads not only when they tap / click on the ad, but also when they see / view the ad without tapping on it.
TL;DR:
- Tenjin will support Apple Search Ads view-through attribution from the day it launches on March 27th 2025.
- However, view-through attribution for Apple Search Ads will not be enabled by default. Users need to enable this themselves by following the steps mentioned below.
- Tenjin users can enable view-through attribution for Apple Search Ads for both tracked and reported installs.
What does it mean for me?
Tenjin users
If you want to continue attributing Apple Search Ads users as before, through click-through attribution, no changes are needed.
However, if you want to enable view-through attribution for Apple Search Ads, please follow these instructions.
You can control the attribution window for both tracked and reported installs for Apple Search Ads.
Non-Tenjin users
If you are using a different MMP, check the status of view-through attribution for Apple Search Ads with them. From what we know, most MMPs will enable view-through attribution for Apple Search Ads by default starting from March 27th 2025. Important note: As mentioned earlier, due to this change, users will be attributed not only when they click on the ad, but also when they simply view it. This could explain an increase in installs and other downstream metrics, such as purchases, for Apple Search Ads on the MMP side in the case that view-through attribution is enabled by default.
Why do we have view-through attribution disabled by default?
This is a change, and like with any change, we want our users to remain in control. Our goal is to ensure advertisers are fully aware of the change—what it is, and how it works—before they decide to switch it on.
As always, feel free to reach out to us in case you have any questions at support@tenjin.com.
