WWDC25: AdAttributionKit, SKAN, iOS 26, and more | Adjust

At WWDC25, Apple unveiled several impactful updates to AdAttributionKit and SKAdNetwork, focusing on flexibility and data granularity for advertisers. Key changes include: (1) Support for multiple overlapping re-engagement conversions: apps can now record simultaneous re-engagements and update conversion values using conversion tags, enabling better tracking of user journeys. (2) Customizable attribution rules: advertisers can set per-network attribution windows for click-through (previously fixed 30 days) and view-through (1 day), and can ignore specific ad types for certain networks.

This allows tailored attribution models. (3) Configurable cooldown periods: after a conversion, advertisers can set a cooldown to prevent subsequent interactions from misattributing user value, addressing scenarios where install conversions and re-engagement overlaps cause data discrepancies. (4) Geography data in postbacks: country codes will be included in postbacks for high-volume campaigns meeting elevated crowd anonymity tiers, providing location insights without compromising privacy.

Apple introduced a new tier for country codes to avoid dilution of other data. (5) Enhanced testing: developer mode in iOS Settings simplifies testing of postbacks and conversion values. Additionally, Apple is shifting to year-based OS naming (iOS 26, etc.) and introducing a unified Liquid Glass design system.

For ad ops decision-makers, these updates enable more precise attribution, better measurement of re-engagement campaigns, and actionable geo-insights, ultimately improving ROI. Advertisers should work with their MMP (e.g., Adjust) to implement these features and optimize campaigns accordingly.