Apple Search Ads adds View-Through Attribution — Singular is ready

Apple has announced that View-Through Attribution (VTA) support for Apple Search Ads (ASA) will launch on March 27, 2025—and Singular is fully prepared to support this new feature from day one.

This update means Apple will begin sending deterministic view-through attribution claims to Singular, which will attribute them according to our robust attribution methodology. In simple terms, if a view-through impression is the winning attribution, Apple Search Ads could now be credited as the source of the user engagement.

What is View-Through Attribution?

View-Through Attribution allows marketers to track and credit app installs that happen after a user has been exposed to an Apple Search Ad—even if they don’t immediately click on it.

This unlocks a deeper understanding of how Apple Search Ads influence app installs, giving marketers a more complete picture of campaign performance.

Previously, Apple Search Ads only supported Click-Through Attribution while offering view-through impression metrics. With this update, Apple will now fully support VTA alongside Click-Through Attribution.

What this means for Singular customers

Singular is ready to support Apple Search Ads View-Through Attribution from day one. 

Singular view-through attribution for existing Apple Search Ads campaigns will be opt-out by default starting March 27. Any new Apple Search Ads “Partner Configurations” for iOS apps will also have VTA disabled by default, so be sure to review the opt-in setting prior to saving the “Partner Configuration”.

If you’d prefer to enable VTA for your existing Apple Search Ads campaigns prior to the 27th, you can do so directly in the “Partner Configuration” for ASA in the Singular platform later this week.

If you opt into View-Through ASA Attribution, Singular will attribute eligible installs according to our trusted attribution methodology, ensuring accuracy and actionable insights.

Get ready for ASA View-Through Attribution

If you’d like to learn more about View-Through Attribution for Apple Search Ads, how it works, and how Singular can help you maximize its impact, feel free to reach out to your customer success manager or book a demo.

We’d love to chat through your options and help you make the most of this update.

Key takeaways:

• Apple is launching View-Through Attribution (VTA) for Apple Search Ads on March 27, 2025
• Singular will fully support VTA for Apple Search Ads from day 1
• VTA for Apple Search Ads will be opt-out by default
• You will be able to opt-in to VTA for Apple Search Ads in the Singular Platform at any time