How does the Ad Services API differ from SKAdNetwork?

Ad Services API is first-party and ASA-only — Apple confirming Apple-originated installs. It is fast (minutes), deterministic, and returns campaign/ad group/keyword detail. SKAdNetwork is cross-network and privacy-preserving via aggregation — slower (hours to days), randomized delays, and limited campaign-level detail.

Does the Ad Services API work without IDFA?

Yes. Because both the ad (Apple Search Ads) and the App Store operate inside Apple's ecosystem, Apple can deterministically attribute an install to a tap on its own ad without exposing user identifiers. This is why ASA was structurally less affected by ATT than other channels.

When should I use Ad Services API vs an MMP?

Use Ad Services API directly for ASA-only attribution — it is faster and more granular than SKAN-based MMP data for ASA installs. Use an MMP (AppsFlyer, Adjust, Kochava, Branch) when you need cross-channel attribution across ASA, Meta, Google, TikTok, and other channels in a single view.

What is the Ad Services API? Apple Search Ads Attribution Explained

What is the Ad Services API?

The Ad Services API (introduced in iOS 14.3, replacing the older iAd framework) is Apple’s first-party attribution API specifically for Apple Search Ads installs.

When a user taps an ASA ad and then installs your app, Apple knows the link deterministically because both the ad surface and the App Store are operated by Apple. The Ad Services API lets your app request this attribution data without exposing IDFA or any user-level identifier.

How it works

User installs your app via an ASA ad tap.
App calls AdServices.attributionToken() within the first session.
App posts the token to Apple’s attribution endpoint: POST https://api-adservices.apple.com/api/v1/

Apple returns a JSON payload with attribution detail:

{
  "attribution": true,
  "campaignId": 12345678,
  "adGroupId": 87654321,
  "keywordId": 11223344,
  "creativeSetId": null,
  "orgId": 99887766,
  "countryOrRegion": "US",
  "clickDate": "2026-05-20T14:23:11Z",
  "conversionDate": "2026-05-20T14:24:42Z",
  "iad-purchase-date": "2026-05-20T14:24:42Z"
}

Your backend joins this with user-level data to compute attributed revenue, LTV, etc.

If "attribution": false, the install was not from ASA — could be organic, from another paid channel, or from a search query that did not match any of your campaigns.

What the response tells you

Field	What it means
`campaignId`	The ASA campaign ID — join to your campaign list
`adGroupId`	The ASA ad group ID — join to your ad group list
`keywordId`	The keyword that triggered the tap (null for Search Match)
`creativeSetId`	Creative variant (rarely used since CPPs replaced creative sets)
`orgId`	Your Apple Search Ads org ID
`countryOrRegion`	The storefront where the install happened
`clickDate`	When the tap happened
`conversionDate`	When the install happened

Comparison with SKAdNetwork

Aspect	Ad Services API	SKAdNetwork
Scope	ASA only	All ad networks
Latency	Minutes	Hours to days (3 postback windows in SKAN 4.0)
Granularity	Campaign + ad group + keyword	Campaign-level + conversion value
Determinism	Deterministic	Aggregated, privacy-preserving
User identifier	None	None (intentionally)
Crowd anonymity tiers	No	Yes (suppresses low-volume data)
Best for	ASA-only optimization	Cross-network attribution via MMP

How ASAPilot uses Ad Services API

ASAPilot reads Apple Search Ads campaign performance via the Apple Search Ads API (for campaign and spend data) and joins this with your backend’s attribution data sourced from the Ad Services API.

You set up Ad Services API integration in your app (one-time backend work). ASAPilot then joins your attribution events with ASA spend to compute CPI, CPA, ROAS per campaign / ad group / keyword — without needing an MMP.

Common implementation gotchas

Token must be fetched in the first session. If your app crashes or the user uninstalls before the token request, you lose that attribution.
Token validity is short. Tokens expire quickly; exchange them with Apple’s endpoint promptly.
Pre-iOS 14.3 fallback. If you support older iOS, you need the legacy iAd framework alongside Ad Services. Most apps have dropped iOS <15 by 2026.
attribution: false is not always “organic.” Some non-ASA installs come from Today Tab impressions, search recommendations, or older creatives where the token did not generate.

Apple Search Ads — the platform Ad Services API attributes for
SKAdNetwork — the cross-network attribution standard
Apple Search Ads API — the campaign-management API (different from this)