Campaign ID that provides information such as the campaign, creative, and placement.Click-through attribution for ads seen in mobile apps.As a result, while the ad network receives confirmation of an app install conversion, the install isn’t connected to a specific user so privacy is still preserved.Īs an advertiser, you receive the following data: This notification of a conversion is sent after at least 24 hours (48 hours under SKAN 4) and does not include any information that can identify the user. Postbacks 2 and 3 under SKAN 4 offer limited data, and arrive significantly later. At very low crowd anonymity, the first SKAN 4 postback will offer even less data, but at approximately equal levels of anonymity it will offer more data, and at high levels even more: Where SKAN 3 offered 1 postback notifying marketers than an install happened and providing 64 possible values for conversion events, SKAN 4 offers 3 postbacks. It does not support frequency capping or real-time data, but thanks to an update does now support view-through attribution. SKAN also limits the number of marketing campaigns mobile marketers can measure, and limits post-install conversion data to a single data point, accessible via a marketer-configurable timer. A core difference between SKAN and an IDFA-based attribution flow is that SKAN is inherently privacy-safe and does not supply granular per-device data. The attribution process is conducted by Apple’s technology and digitally signed by Apple’s servers. In SKAN, the App Store itself is serving as a facilitator of marketing measurement. Slowly the industry is transitioning to SKAN 4, which offers more postbacks for more measurement and optimization signal, and Apple has announced SKAN 5 will be coming at some point. The first widely usable version of SKAdNetwork was SKAN 3, which is still the most used. It aims to help measure conversion rates of app install campaigns without compromising users’ identities. SKAN (StoreKit Ad Network, or SKAdNetwork) is a framework created by Apple for privacy-preserving mobile app install attribution.
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