AdAttributionKit vs. SKAdNetwork: What’s the Difference?

What is AdAttributionKit?

AdAttributionKit is a new attribution framework introduced by Apple at WWDC 2024. It is essentially a more advanced version of the existing SKAdNetwork, offering several enhancements and additional capabilities. 

Let’s take a closer look at what AdAttributionKit brings to the table:

Re-engagement on iOS

This is what Apple said about SKAdNetwork 5 at WWDC 2023:

“SKAdNetwork 5 will support measuring re-engagement. In addition to measuring conversions after a user downloads your app, you’ll also be able to measure conversions after a user opens your app by tapping on an ad.” (source)

Even though we will not see SKAdNetwork 5, Apple has delivered on its re-engagement promise with AdAttributionKit. Additionally, with AdAttributionKit, Apple also pleasantly surprises advertisers with the support of Universal links, which are essentially the iOS equivalent of deep links. Universal links direct users to a specific in-app location when they click on an ad, providing a more seamless and personalized user experience. 

Support for multiple App Stores

One of the possible reasons why we now have AdAttributionKit instead of SKAdNetwork 5 is the introduction of multiple App Stores (or Marketplaces) in the EU on iOS. SKAdNetwork supported only the native Apple App Store. AdAttributionKit includes support for third-party App Stores. 

Stricter Ad Verification

AdAttributionKit also introduces stricter ad verification requirements for publishers’ apps that will display the ads:

• All impressions must be signed with JSON Web Signature (JWS) to ensure secure data transaction
• Ad impressions are only counted when the ad has been viewed for more than two seconds
• Only one ad impression can be displayed at a time

These measures are designed to ensure the integrity of the attribution data and provide more accurate insights for advertisers and decrease potential fraudulent activity. 

Easier Testing via Developer Mode

Another positive aspect of the AdAttributionKit is the new “Developer Mode”. This new testing mode should make it simpler to test the integration with AdAttributionKit. Developer mode will include the following:

– No time randomization for postbacks

– Shorter conversion windows

– Quick postback transmission

When Does AdAttributionKit go live?

The core features of AdAttributionKit are already available on iOS 17.4. However, we would have to wait until iOS 18, which goes out sometime in September 2024, to see the re-engagement support and developer mode. 

While the introduction of AdAttributionKit is good news for advertisers, the bad news is that it will take a while for ad networks to adopt it. We have seen a similar scenario already with SKAdNetwork 4.

More questions about AdAttributionKit?

To learn more about AdAttributionKit, be sure to check out the official documentation from Apple as well as the video introduction or just ping us at support@tenjin.com.

You can count on Tenjin to integrate AdAttributionKit and equip you with powerful, easy-to-use tools.