WWDC 2025 AdAttributionKit Update: 6 Major Improvements

At WWDC 2024, Apple introduced AdAttributionKit (AAK) to replace SKAdNetwork for mobile-app campaign attribution. However, restrictions on re-engagement conversions, fixed attribution windows, and a lack of default geo data hindered game marketing flexibility.

For example, AAK only allows one re-engagement window per ad if you're running multiple in-game push-sale campaigns. And if you want to track installs by country, postbacks don’t include location data by default, so you’re forced to use conversion-value bits just to capture geography.

Want to test your AdAttributionKit setup? You still have to run real ads through a live user funnel to confirm if it works, which makes the process slow and unreliable.

At WWDC 2025 (June 9–13), Apple introduced five new AdAttributionKit (AAK) features in iOS 18.4 and above that directly address longstanding limitations. You can now run overlapping re-engagement windows using conversion tags, tailor attribution windows by ad network and ad type, and set cooldown intervals to prevent duplicate credit. Postbacks now include country codes without sacrificing conversion-value bits, and a new developer testing tool in Settings allows you to validate setups without running live ad campaigns.

We'll start by comparing AdAttributionKit (AAK) with SKAdNetwork, break down each of the five updates, and conclude with important limitations to watch for.

AdAttributionKit vs SKAdNetwork

With Apple introducing AdAttributionKit (AAK) as a broader, privacy-focused attribution framework, it’s important to understand how it compares to SKAdNetwork (SKAN). While SKAN remains active, AAK significantly expands attribution capabilities, offering more flexible measurement options and supporting a wider range of ad formats and platforms. These changes impact both how campaigns are tracked and how UA teams approach planning and optimization.

Here's a breakdown of how the two frameworks compare:

Why It Matters

AdAttributionKit improves attribution where SKAN falls short. It expands tracking beyond App Store installs, measures re-engagements, and separates performance by ad format clicks, views, and overlays, allowing you to understand what’s truly driving installs and reopens. This helps optimize creative and placement decisions with more precision.

Its developer mode removes test delays and randomness, making validation faster and more reliable. Adopting AAK now aligns you with Apple’s direction and ensures your attribution setup remains compatible as iOS evolves.

So, what exactly is new in iOS 18.4 and above? Apple’s latest updates aim to fix long-standing issues with limited campaign control and visibility.

Also Read: iOS Attribution Unlocked: Navigating SKAdNetwork, AEM & Probabilistic Models

Top 6 AdAttributionKit Updates in 2025

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These improvements directly address long-standing SKAN limitations, giving mobile marketers more flexibility, visibility, and control over attribution:

1. Overlapping Re‑engagement Windows

Before iOS 18.4, only one re-engagement window per campaign was allowed, which limited the use of multi-offer campaigns. Now, AAK supports multiple, overlapping windows identified by conversion tags, letting you:

• Run several re‑engagement campaigns simultaneously.

• Track which specific ad or partner drove re‑engagement.

• Optimize ROI by focusing on proven channels.

2. Configurable Attribution Windows

Previously, AAK used fixed windows: 30-day click-through and 1-day view-through. With iOS 18.4+, you can configure these settings per ad network, interaction type, or globally. Choose:

• Shorter windows for performance-driven game installs.

• Longer windows for brand-building campaigns.

• Disable view-through for low-value networks.

This gives precise alignment between your campaign type and measurement goals.

3. Configurable Attribution Cooldown

Quick back-to-back conversions, such as install followed by instant launch, used to interfere with correct attribution. Now you can define cooldown windows (e.g., 6 hr for installs, 1 hr for re‑engagement), ensuring:

• Prevent overlapping conversion credit.

• Proper ad receives attribution.

• Enhanced accuracy in UA reporting.

4. Country Codes in Postbacks

Earlier versions relied on conversion values to include geo-data, exhausting limited bits. Now, AAK can include country codes derived from the App Store in postbacks (subject to anonymity). Benefits for game marketers:

• Direct access to regional install data.

• Better performance tracking by country.

• Smarter budgeting and regional targeting

5. Easier Testing Postbacks

Testing SKAN was convoluted by randomized timers and long wait times. Now AAK’s Developer Mode lets you:

• Disable randomness.

• Shorten conversion windows.

• Trigger near-instant test postbacks.

• Simulate install/re‑engagement with custom country codes and conversion values.

This enables you to validate pipelines in minutes, not days.

6. New Ad‑Display Methods

AdAttributionKit adds two new ad display methods alongside SKOverlay and SKStoreProductViewController:

• Custom‑click ads: Register click‑throughs on any custom surface, including reengagement campaigns and destinations outside the App Store.

• View‑through ads: Record impressions on any custom ad presentation for view‑through attribution.

These additions deliver finer granularity in performance reporting beyond the built‑in SKAN placements. Paired with Developer Mode, which removes timer randomness and speeds up postbacks, you can iterate on attribution logic more rapidly and run reengagement and acquisition campaigns side by side to see which ads drive real user engagement.

That said, feature upgrades only go so far without adoption. And that’s where the biggest constraint comes in.

Also Read: Strategies for Customer Acquisition Success: A Complete Guide

The Big Catch

In Q1 2024, only 33 % of global SKAdNetwork postbacks were SKAN 4.0. A data set of 240 million SKAN 4 postbacks (Aug 2023–Jan 2024) showed 27% SKAN 4 usage among apps. Despite being released in October 2022, SKAN 4 remains underused. AdAttributionKit (AAK), announced in March 2024 alongside iOS 17.4, is similarly limited by this slow uptake.

Major ad networks still on SKAN 3:

• Apple’s official SKAdNetwork documentation confirms that ad networks and apps must adopt SKAN 4 functionality after Apple’s release.

• Adoption across networks is uneven: some (e.g., Unity Ads, X, Mintegral) have over 50 -70%, but leading platforms in the US like Meta and Snap remain largely on SKAN 3, as early 2024 figures suggest.

• Apple Search Ads began partial integration with AAK post‑March 2024, but comprehensive SKAN 4 and AAK support is still underway.

These adoption gaps aren’t just technical hurdles; they directly impact the effectiveness of your current campaigns.

Why does this matter to your UA campaigns

The advanced SKAN 4 and AAK measurements, such as multi‑postback windows, coarse/fine conversion values, and richer source IDs, only work if your partners support them. With only ~30‑40% ecosystem adoption, expect fragmented data if you launch campaigns targeting these tools.

Tactical steps for UA teams:

• Pilot with select partners: Choose DSPs already supporting SKAN 4 and AAK.

• Target 20+ installs/day: Campaigns need scale to reach higher crowd anonymity tiers and unlock more granular data.

• Cross-compare postbacks: Track discrepancies between SKAN versions and partners to identify blind spots.

• Monitor partner updates: Your coverage will improve as networks like Apple Search Ads expand AAK support.

While AAK offers promising advancements in privacy and attribution for mobile gaming, its effectiveness is contingent upon broader industry adoption. Marketers should stay informed about ecosystem developments and adapt strategies to navigate the evolving attribution landscape.

Conclusion

AdAttributionKit’s iOS 18.4+ updates significantly reduce attribution friction by providing overlapping re-engagement windows, customizable attribution windows and cooldowns, built-in country codes, and a robust developer testing mode. These features deliver greater precision, faster validation, and finer control over campaign attribution compared to SKAdNetwork. However, adoption remains limited, so marketers must work with supportive partners, test at scale, and closely monitor coverage to benefit fully.

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FAQ’s

1. What are conversion tags in AdAttributionKit? 

Conversion tags are unique identifiers appended to re-engagement URLs, enabling precise attribution of user actions to specific ad interactions, even when multiple campaigns overlap.

2. How can I test AdAttributionKit implementations without running live ads? 

iOS 18.4 introduces a Developer Mode that allows developers to simulate conversion events, including custom conversion values and country codes, directly from the iOS Settings app, facilitating faster and more reliable testing.

3. What is the significance of country codes in postbacks? 

Postbacks now include optional country codes derived from the App Store or alternative app marketplaces, providing advertisers with geographic insights to optimize campaign performance, subject to privacy thresholds.

4. How do attribution cooldowns work in AdAttributionKit? 

Attribution cooldowns allow advertisers to set a waiting period after a conversion event to prevent subsequent ads from claiming credit for the same conversion, ensuring more accurate attribution.

5. Why is the adoption rate of AdAttributionKit still low? 

Despite its advantages, the adoption rate of AdAttributionKit remains low due to factors such as incomplete integration by major ad networks and the need for developers to update their apps to support new features.