SKAdNetwork (SKAN)
SKAdNetwork (SKAN) is a framework for measuring mobile app installs and attribution on iOS 14+. It allows marketers to assess ad campaign effectiveness while safeguarding user privacy. SKAN was introduced by Apple to balance measurement needs with privacy concerns by using unique identifiers and randomized reporting delays.
Key Players:
- Target apps. Developers integrate SKAdNetwork into their apps to send install confirmations to ad networks.
- Publishing apps. Display ads with unique SKAdNetwork IDs assigned to each ad.
- Ad networks. Intermediaries handling ad delivery and receiving install confirmations, attributing installs to ads.
- Mobile Measurement Partners (MMPs). Third-party tools for advertisers to track campaign effectiveness.
Conversion Measurement:
- Publisher assigns SKAdNetwork ID to ads; ad network receives ID when user clicks.
- Install confirmation sent from target app to ad network, including SKAdNetwork ID.
- Ad network attributes install to appropriate ad campaign.
- SKAdNetwork also measures in-app events, limited to 10 events per app.
- Attribution window can be up to 30 days, but postbacks have randomized delays.
Challenges:
- Limited granular data due to inability to collect personal data like user ID or device ID.
- SKAdNetwork conversion value limited to 64 values, limiting post-install activity tracking.
- Randomized reporting delays hinder real-time campaign tracking.