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How SplitMetrics Acquire Supports the Launch of VTA in Apple Search Ads
Anastasiya Starovoytova
Anastasiya Starovoytova 
Starting March 27, Apple introduces view-through attribution (VTA) in Apple Search Ads. This update brings a broader view of ad performance by showing installs driven by impressions — even without a click.
Here’s what VTA means, why it matters, and how SplitMetrics Acquire fits in.
View-through attribution gives credit to installs that happen within 24 hours of a user seeing an ad, even if they didn’t tap it. It captures the unseen influence of your campaigns — the impressions that spark user intent and drive installs later.
Here’s an example.
A user opens the App Store and sees an ad for a new puzzle game while browsing the Search tab. They don’t tap the ad, they’re just casually scrolling. Later that day, during a break, the same user feels like trying a new game. They remember the one they saw earlier, search for it by name, and install it directly from the organic search results.
Even without tapping the ad, that impression played a role in the decision. That’s a VTA install.
In other words, VTA reveals how much value each impression delivers.
With this introduction, it’s important to distinguish between two key types of installs: tap-through and view-through. Each tells a different story about how users discover and install your app.
The table below breaks down the core differences to help you interpret your campaign performance more accurately.
| Feature | Tap-Through Install | View-Through Install |
| User Action | User taps on the ad | User sees the ad but doesn’t tap |
| Connection to Install | Direct and immediate | Delayed, often via organic search |
| Tracking Complexity | Simple, based on tap | Indirect, uses a 24-hour attribution window |
| Attribution Window | From tap to install (immediate) | Within 24 hours of viewing the ad |
| Conversion Signal | Clear user intent | Passive interest leading to later install |
| Impression Requirement | Not required | At least 50% of the ad visible for 1 second |
| Measurement Value | Measures direct impact | Reveals delayed influence and brand lift |
By understanding the difference, you gain a clearer picture of your ad performance and impact of every impression.
VTA expands the picture of your Apple Search Ads performance as it shows how users interact with ads across multiple touchpoints and over longer periods.
VTA metrics track installs from users who saw an ad but didn’t tap and help you understand how each placement contributes to performance. Since placements like Today tab ads and search results ads may have different CPAs, measuring both immediate and delayed installs gives you a more accurate view of ROI.
To keep things practical, let’s reuse the example with a mobile puzzle game. Let’s say you’re running a campaign for it. Over the course of a week, you receive:
Your total spend on that campaign is $1,000.
Without VTA, only tap-through Installs are counted.
You’re paying $10 per install — based only on what’s trackable through clicks.
With VTA on, view-through Installs are also included.
Your actual cost per acquisition drops by half because you’re counting the installs your impressions influenced.
VTA will not activate automatically. To start capturing view-through installs, you’ll need to enable the setting manually in your MMP. Once enabled, reporting will include 30 days of historical VTA data, giving you instant insight into past performance.
SplitMetrics Acquire is built to help you measure smarter and optimize faster. Here’s how we support your success:
No guesswork. No missed value. Just a complete understanding of what drives installs.
The introduction of VTA marks a new chapter in how advertisers measure value and performance in Apple Search Ads.
And with SplitMetrics Acquire, you don’t just keep up. You lead. Book a demo to see how you can turn every impression into insight — and every insight into growth.
