If you manage iOS user acquisition, attribution is your backbone. For years SKAdNetwork (SKAN) has ruled iOS attribution, but its privacy constraints limit visibility into user paths, re-engagement, and geo performance. Apple’s AdAttributionKit (AAK) is the next evolution. AAK retains SKAN’s privacy model while adding capabilities such as re-engagement, overlapping windows, optional country codes, and support for alternative stores. As industry players begin migrating, you need to decide when and how to adopt AAK without losing stability. This simple FAQ style article explains the core differences, trade-offs, and a recommended path forward.
The core difference between AAK and SKAN: SKAN provides privacy-safe aggregated install attribution inside Apple’s App Store, while AAK extends that model with support for re-engagement, multi-store coverage, configurable windows, and improved interoperability.
What do AAK and SKAN stand for, and how are they related?
“SKAN” refers to Apple’s SKAdNetwork framework (StoreKit Ad Network) for privacy-safe attribution.1
AAK (AdAttributionKit) is Apple’s newer attribution framework introduced in WWDC 2024 as a modern successor built upon SKAN fundamentals.2
Apple positions AAK and SKAN as fully interoperable. For now, both frameworks can coexist in your app.3 AAK expands SKAN’s capabilities rather than replacing it immediately.4
FAQ: How do AAK and SKAN differ across key dimensions?
What this means for you:
- Your current SKAN setup remains relevant; AAK builds on it.
- You’ll soon be able to measure re-engagement and gain richer metadata with AAK.
- If you operate in non-App Store marketplaces (e.g., under EU Digital Markets Act), AAK becomes essential.
FAQ: Will SKAN be deprecated, and should I switch to AAK now?
Q: Is Apple phasing out SKAN?
No. Apple has not announced any deprecation timeline for SKAdNetwork. SKAN continues to function as the official and fully supported attribution framework across iOS. While AAK is positioned as the eventual successor, Apple has not indicated when or how SKAN might be phased out. For now, SKAN remains the only stable, production-ready solution for deterministic iOS attribution.
Q: Should I adopt AAK immediately?
Not yet. Although Apple introduced AAK as the next generation of privacy-preserving attribution, detailed setup documentation and best practices are still limited. There is currently no clear implementation guidance from Apple or MMPs on how to configure AAK in live environments. Early testing can begin once verified SDK support and technical specs become publicly available.
Q: Do I lose SKAN data when switching?
No. AAK and SKAN interoperate. Apple resolves conflicts internally, preventing duplicate conversions from both frameworks.5
FAQ: How do ad networks and MMPs handle attribution under AAK vs SKAN?
Q: Are ad networks compatible with AAK?
Yes. Networks must register with Apple via AdAttributionKit. Apple extended the existing SKAN registration system to AAK. Apple Search Ads (ASA) began registering under both SKAN and AAK in April 2025.3
Q: How do MMPs handle dual frameworks?
MMPs have updated their SDKs to ingest both SKAN and AAK postbacks, unify the reporting, and present combined data to marketers.4
Q: Do campaigns need reconfiguration?
Yes. Conversion value mappings, timers, and cooldowns must be revisited. After WWDC 2025, overlapping windows and configurable cooldowns became available for AAK.
FAQ: How will new AAK features (iOS 18+) impact measurement?
At WWDC 2025, Apple announced major enhancements to AAK6:
- Overlapping re-engagement windows allow multiple re-engagement windows to coexist, ideal for remarketing partners.
- Configurable attribution windows and cooldowns let you define windows and control reattribution frequency.
- Country codes in postbacks deliver geographic data natively, freeing up conversion value bits.
- Easier testing tools let developers validate postbacks without live campaigns.
- Other enhancements include improved metadata options and streamlined attribution logic.
These upgrades make AAK more flexible and future-proof than SKAN.
FAQ: How should I position my attribution strategy going forward?
Based on Aarki’s experience working with iOS advertisers:
- Use dual integration now: maintain SKAN while enabling AAK.
- Monitor adoption and postback quality as AAK rolls out.
- Redesign conversion value schemas for re-engagement and country-level data.
- Test configuration changes in development before scaling.
- Shift gradually to AAK weighting as iOS adoption expands.
- Keep SKAN fallback for older OS versions.
The Bottom Line
AAK is Apple’s strategic evolution of SKAN. It keeps SKAN’s privacy-first foundation while adding configurability, re-engagement support, and marketplace flexibility. SKAN remains useful during the transition, but forward-looking marketers should adopt AAK early, test rigorously, and design flexible measurement systems that can adapt as iOS evolves.
👉 Turn AAK and SKAN signals into real performance.
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